CIHM 
Microfiche 
Seriec 
(Monographs) 


ICMH 

Collection  de 
microfiches 
(monographies) 


Canadian  Institute  (or  Historical  Microroproductions  /  Instltut  canadien  de  microreproducbons  historiques 


r^lQQQ 


I 


Technical  and  Bibliogiiphic  Notes  /  Notes  techniques  et  bibliographiques 


The  Institute  has  attempted  tu  . .  i.-?.  the-  .-est  original 
copy  available  for  filming.  Fer^lu:-';.  rf  this  copy  which 
may  be  t  'lographically  unlqi.'.i.  W'^rjh  ruay  alte'  any  of 
the  imatj-'S  in  the  reprccijctfon,  ;r  which  may 
significantly  change  the  usur:^  r>,',*ho'i  of  filming  are 
checked  below. 


D 


r' 


D 

D 

n 
\1 


n 


Coloured  covers  / 
Couverture  de  couleur 

Covers  damaged  / 
Couverture  endommagee 

Covers  restored  and'or  laminated  / 
Couverture  restauree  et/ou  pelliculee 

Cover  title  missing  /  Le  titre  de  couverture  nanque 

Coloured  maps  /  Cartes  geographiques  en  couleur 

Coloured  ink  (i.e.  other  than  blue  or  black)  / 
Encre  de  couleur  (i.e.  autre  que  bleue  ou  noire) 

Coloured  plates  and/or  illustrations  / 
Planches  et/ou  illustrations  en  couleur 

Bound  with  other  material  / 
Relie  avec  d'autres  documents 

Only  edition  available  / 
Seule  edition  disponible 

Tight  binding  may  cause  shadows  or  distortion  along 
interior  margin  /  La  reliure  serree  peut  causer  de 
I'ombre  ou  de  !a  distorsion  le  long  de  ia  marge 
interieure. 

Blank  leaves  added  during  restorations  may  appear 
within  the  text.  Whenever  possible,  these  have  been 
omitted  from  filming  /  Use  peut  que  certaines  pages 
blanches  ajoutees  lors  d'une  restauration 
apparaissent  dans  le  texte,  mais,  lorsque  cela  etait 
possible,  ces  pages  n'ont  pas  ete  filmees. 


L'Institut  a  microfilme  le  meilleur  exemplaire  qu'il  lui  a 
ete  possible  de  se  procurer.  Les  details  r'e  cet  exem- 
plaire qui  sont  peut-etre  uniques  du  point  de  vue  bibli- 
ographique,  qui  peuvent  modifier  une  image  reproduite, 
ou  qui  peuvent  exiger  une  modification  dans  la  rnetho- 
de  normale  de  filmage  sont  indiques  ci-dessous. 

I  Coloured  pages ,/  Pages  de  couleur 

I I    Pages  damaged/ Pages  endommagees 

□    Pages  restored  and/or  laminated  / 
Pages  restaurees  et/ou  pelliculees 

I    ~^    Pages  discoloured,  stained  or  foxed  / 
I  '.    I    Pages  decolorees,  tachetees  ou  piquees 

Pages  detached  /  Pages  detachees 

y      Showthrough  /  Transparence 


D 


□ 


n 


Quality  of  print  varies  / 
Qualite  inegale  de  I'impression 

Includes  supplementary  material  / 
Comprend  du  materiel  supplementaire 

Pages  wholly  or  partially  obscured  by  errata  slips, 
tissues,  etc.,  have  been  refilmed  to  ensure  the  best 
possible  image  /  Les  pages  totalement  ou 
partiellement  obscurcies  par  un  feuillet  d'errata,  une 
pelure,  etc.,  ont  ete  filmees  a  nouveau  de  fa^on  a 
obtenir  la  meilleure  image  possible. 

Opposing  pages  with  varying  colouration  or 
discolourations  are  filmed  twice  to  ensure  the  besl 
possible  image  /  Les  pages  s'opposant  ayant  des 
colorations  variables  ou  des  decolorations  sont 
filmees  deux  fois  afin  d'obtenir  la  meilleure  image 
possible. 


Q 


Additional  comments  / 
Commentaires  supplementaires: 


Vdriou;.   |)c»)inc,s. 


This  item  Ir.  filmed  at  the  reduction  ratio  checked  below  / 

Ce  document  est  dime  au  taux  de  reduction  indique  ci-dessou». 


lOx 

14x 

1 

18x 


12x 


16x 


20x 


22x 


26x 


30x 


24x 


28x 


32x 


The  copy  filmed  here  has  b^en  reproduced  thanks 
to  the  generosity  of: 


L'exempiaire  'ilm^  fut  reproduit  grace  d  la 
g^n^rosit^  de: 


National    Library  of  Canada 


Bibliotheque  nationale  du  Canada 


The  irrtages  appearing  here  are  the  best  quality 
possible  considering  the  condition  and  legibility 
of  the  original  copy  and  in  keeping  with  the 
filming  contract  specifications. 


Les  images  suivantes  ont  6i6  reproduites  avec  le 
plus  grand  soin,  compte  tenu  de  la  condition  et 
de  la  nertet*  de  I'exemplaire  film^.  et  en 
conformit*  avec  les  conditions  du  contrat  de 
filmage. 


Original  copies  in  printed  paper  covers  are  filmed 
beginninq  with  the  front  cover  and  ending  on 
the  last  page  with  a  printed  or  illustrated  impres- 
sion, or  the  back  cover  when  appropriate.  All 
other  original  copies  are  filmed  beginning  on  the 
first  page  with  a  printed  or  illustrated  impres- 
sion, and  ending  on  the  last  page  with  a  printed 
or  illustrated  impression. 


Les  exemplaires  originaux  dont  la  couverture  en 
papier  est  imprimis  sont  filmis  t^n  commencant 
par  le  premier  plat  et  en  termic  ,■    t  soit  par  la 
dernidre  page  qui  compone  un«j  empreinte 
d'impression  ou  dillustration.  soit  par  le  second 
plat,  selon  le  cas.  Tous  les  autres  exemplaires 
originaux  sont  film*s  en  commenpant  par  la 
premiAre  page  qui  comporte  une  empreinte 
d'impression  ou  dillustration  et  en  tern-inant  par 
la  derniAre  page  qui  comporte  une  telle 
empreinte. 


The  last  recorded  frame  on  each  microfiche 
shall  contain  the  symbol       »  (meaning  "CON- 
TINUED"), or  the  symbol  V  (meaning  "END"), 
whichever  applies. 


Un  des  symboles  suivants  apparaitra  sur  la 
derniAre  imago  de  cheque  microfiche,  selon  le 
cas:  le  symbole  —^'  signifie  "A  SUIVRE",  le 
symbole  V  signifie  "FIN". 


Maps,  plates,  charts,  etc.,  may  be  filmed  at 
different  reduction  ratios.  Those  too  l«-ge  to  be 
entirely  included  in  one  exposure  are  filmed 
beginning  in  the  upper  left  hand  corner,  left  to 
right  and  top  to  bottom,  as  many  frames  as 
required.  The  following  diagrams  illustrate  the 
method; 


Les  cartes,  planches,  tableaux,  etc..  peuvent  etre 
filmAs  ^  des  taux  de  r6duction  diff^rents 
Lorsque  le  document  est  trop  grand  pour  etre 
reproduit  en  un  seul  clich*.  il  est  film6  ^  partir 
de  Tangle  supirieur  gauche,  de  gauche  A  droite, 
et  de  haut  en  bas.  en  prenant  le  nombre 
d'images  nicessaire.  Les  diagrammes  suivants 
illustrent  la  mithode. 


1 

2 

3 

1 

2 

3 

4 

5 

6 

MICROCOPY    RESOLUTION    TEST    CHART 

ANSI  and  ISO  TEST  CHART  No    2 


i.O 


I.I 


Li  m 


m 

2.2 

2£ 

1.8 


1.25 


1.4 


1.6 


^     /APPLIED  IN^^GE 


jfk         U609       USA 
-  Phonm 


Modern  Business 

CANADIAN   EDITION 

A    SERIES    OF    EIGHTEEN    TEXTS,    ESFtClALLY    PRh^'AKED 

FOR   THE    ALEXANDER    HAMILTON    INSTITUTE    C^OKSE    iN 

ACCOUNTS,   FINANCE  AND  MANAGExMENT 

KPITHD    HV 

JOSEPH    FRENCH   JOHNSON 

nPAN.    S'F.W   YiiliK    IMVKIisnV    scuool.   (>»■   (  MM  .IKIICF,    Ai_rOi  NTK    hMi   rTNANC'E 
NKW    VUKK   •JITV 

Title  ■  .h///i"- 

APPLIED  ECONOMICS James  M av  r 

ORGANIZATION'  AND  MANAGEMFN1'  Llk  Calloway 

SKLLINC i;.  S.  BvTLUu 

CREDITS Lee  Calloway 

TRAFFIC S.  J.  McLean 

ADVERTISING Lee  Ca'.loway 

BUSINESS  CORRESPONDENCE    .  G.  3.  IIoicii-viss 

ACCOUNTING  PRACTlGc:  .      .      .        .  p^ '  CkEF.  ,rlim.er 

I  E.  V, .   W  Hii  nr 

CORPORATION   FINANCE   .      .      .      .  /  ^^  "--fAv    H.  Lor.^n 

I.  Iked  ^^  .   r 'ei,:< 

MONEY  AND  RWKING     .      .      .      .  /  Eakl  Dea.n   H, ,^^  ',.m 

•   \\        \\  .    SW  AN.^ON 

BANKING   rRAC'ITc:; E.I..>ti:waiitPattehson 

FOREIGN   ENCHANGE    .  .      .      .  (  |^";Nk,.i  v  Esn„,u 

'  l\   L.  Stewart  Patterson 
f  1  rioMvs  CnvwAY 

INVESTMENT  AND  SPECULA  i  ION      :  Aliiek     Atwood 

i  Fred  \V.   Field 

INSURANCE CEdwa-^i)  R.  Hardy 

■ '  Frk  1  W    FiEi  n 

REAL  ESTATE f\VA.T,:K  Lixi-ner 

'  E.  \V.  W  UKaiT 

AUDITING .  Sevmimk  \Vai,ton 

COST  ACCOUNTS Stei'iien   Vv  .  Guzman 

COMMFRCIAT,  LAW Walter  S    Jopvson 


L- 


M^ 


*-*3 


Advertising  and 
Correspondence 


PART  I:  ADVERTISING 

BY 
LEE  GALLOWAY 

V98I8TANT  PBOFFaSOR  OF  fOMMtlU  E  AND  ISurHTttT    IN    N^W  YORK  rMVEBSlTT 
SCHOOL  OF  COMMKHfK,  ACrOCNTS  AND  FINANCB 

IN    COLLABORATION    ^X'ITH 
G.  HOWARD  HARMON 

VirE-PBESIDENT  OF  THE  MUKSE  INTKHS  ATION  AL  ADV  ERT18ING  AfJENTT 

REVISED  BY 
RICHARD  B.  HUESTIS 

EASTERN  rSlTED  STATES  MANAGER  FOR  THE  MaCLEaS  PrDLISIllSQ  COMPAST. 


PART  II:  BUSINESS  CORRESPONDENCE 

BY 
GEORGE  BURTON  HOTCHKISS 

ASSISTANT  PROFESSOR  OF  BISINESS  ENOI.ISH  IN  NEW  YORK  CNIVERRITT  SCHOOL 
OF  COMMERCE,   ACCOUNTS  AND  FINANCE 


Modern   Business 

Canadian  Edition 

Volume  IV 


ALEXANDER  HAMILTON  INSTITUTE 
NEW  YORK 


J 


COPTKIOHT.    1911.    BT 

ALEXANDER    HAMILTON   INSTITUTE 

COPTRIGHT.    1912.    BT 

ALEXANDER   HAMILTON   INSTITUTE 

COPTBIQHT,    1913,    BT 

ALEXANDER    HAMILTON    INSTITUTE 

COPTRIOHT.     1914,     BT 

ALEXANDER   HAMILTON   INSTITUTE 

CopTRiQHT   IN  Great  Britain,   1914,  bt 
ALEXANDER   HAMILTON    INSTITUTE 


TABLE  OF  CONTENTS 


^i 


PART    I:     AI)\KRriSIN(i. 

CHAPTKR    1. 
HISTORV  OF  AnVKRTISINC. 


sunns 

1. 

2. 

:i. 

I. 

5. 

6. 

/  • 

8. 

9. 

10. 

11. 

12. 

13. 

14. 

15. 

16. 

17. 

Industrial  Basis  of  Advertising 

Evolution   of   Advertising 

Most  Primitive  Form  of  Ad\(rtising  . 

Mediaeval  Crier 

Second  Phase  in  History  of  Advertising   . 
Use  of  "Signs"  in   Mediaeval  Times    . 

Use  of  Signs   To-day 

Early  Newspaper  Advertisements   . 
Early  Newspa])cr  Advertising  in  Ameriea 
Benjamin  Franklin's  Method  of  Advertising 
Effect  of  Industrial  Revolution  on  Advertising 
Problem  of  the  Nineteenth  Century    . 
Advertising  More  than  Mere  Publicity 
Adaptation  of  Methods  to  Conditions   . 
Early  Magazine  Advertising  in  tlie  I'nited  Stat* 
Growth  of  Magazine  Advertising  . 
Advertising  and   Postal   Receipts    . 


1 
o 

3 
4 

5 

6 
6 

7 
8 
10 
11 
12 
13 
\'i 
1  t' 
15 
18 


CHAPTER   II. 
PSYCHOLOGY  01-    ADVERTISING. 

18.  Psychologj    Defined 

19.  Advertisers   as   Psychologists 

20.  Why  the  Need  of  the  Study  of  Psychology  Arose  in  Ad- 

vertising      

21.  Appeal  to  the  Sense  of  Sight 

22.  Illustration  of  an  Appeal  to  Sense  of  Sight   .... 

vii 


20 

20 

21 
22 
23 


^">  ADVERTISING 

SFCTIOM 

'2fi.     Importance  of  Appeal  to  Imagination oi 

2i.      Two  Imj)()rtant  Points ^T) 

'25.      Illustration   of   Tlicsf    Principles  cui 

26.  Illustration  as  Applied   to   Advertising o- 

27.  Apixal  to  Prevailinp  Form  of  Mental  Imapi  ry  .  .  „'!) 
2H.  Illuirtration  of  Choosing  Proper  Metl\o<l  nf  Appeal  .  .  .'id 
'J!>.      Avoi'i.inee  of  Kxapgeration  and  rnj)leasantness   .       .       .  ;!1 

.'<().      Universal    Sifrnificanre   of    R'>vtlim ,'n 

;n.      Prartieal  Importance  of  Hliytlim  in  Advertising  .       .       .  ;?'2 

32.      Color  and   Tone   in   Advertising Xi 

.'i.'i.      Form  and   I'roportion  in  Advertising ,Si 

.'M-.      Rules  of  Attention .18 

35.      Relative  Length  of  Sentences Mf) 

3().      Tlie   Eye   in   Advertising 41 

37.      The  Kye  and  Rhythm y^ 

3H.     Optics  and  Advertising 4-2 

39.  Illustrations  of  Unsuccessful  Methods l.') 

40.  Reasons  for  Failure  of  These  Methods  of  Appealing  to 

the  Eye 47 

41.  Characteristic  Part  of  Letters 48 

42.  Power  of  Suggestion 4() 

43.  Importance  of  Making  the   Right  Suggestion  in   Adver- 

tisements      .TO 

44.  Devices   for  Making  Strongest  Suggestions    .       .       .       .  51 

45.  Suggestion   Induced  by   Rejjetition 52 

46.  Suggestion  by  Inference 53 

47.  Wider  Relations  of  Psychology  and  Business       ...  54 

48.  Help  Obtained  from  Psychological  Studies    ....  55 


CHAPTER   III. 
ADVERTISING  TECHNIQl'E. 

49.  Relation  of  Typography  to  Advertising    . 

50.  Point  System 

51.  Type  Thickness  Standards 

"j'-i.  Measuring  hy  Ems 

53.  Reasons  for  Adoption  of  "Em"  as  Standard 

54.  Spaces  in  Printing 

55.  Selection  of  Type  Sizes  and  Styles 


58 
59 
61 
62 
64 
65 
66 


CUNTKNTS 


IX 


srcTlov 
5(). 
57. 
58. 
5i). 
60. 
61. 
62. 
63. 
6i. 
65. 
66. 
67. 
68. 

69. 
70. 
71. 


73. 

7-1. 


76. 

77. 
78. 

79. 
80. 
81. 


B 


D, 


8-2. 

8i. 
85. 
86. 

87 


Advantages  of"  a  Type  Spcriiutn    . 
Kstiiiiatf  of  I.ttttrs  in  (liv.ti  Spices   . 

Borders 

MiMMirt-nu  iits  for  Ad-.t  rtisiiig  Space  . 
rrintiiifT    Plates    for    Advertising    . 

Zinc   KteliiiiK 

Ready  for  Etching 

Making  a  Half  Tone 

Kinds  of  Copy  for  Etchings  and  Half  Tones 
Cost  of  Etchings  and  Half  Tones  .... 

Importance   of   the   "Screen" 

Wood-cuts 

Impression    Cuts 

Production  of  Electrotype 

Making  the   Finer   Electrotype       .... 

Stereotypes 

New     Styles     in     Newspaper     Illustration. 

Process 

Other  Methods 

Cost  of  Reproduced  Plates  .... 

Kinds  of  Paper 

Book   and    Print    Papers 

Cover  Paper,  Bristol  Board,  Manila  Papers 

Qualities  of  Paper 

Testing    Paper 

How  to  Figure  Stock 

Formulee   for   Determining  Size  of   Paper   and    Ensuing 

Waste 

CHAPTER  IV. 
CONSTIUTTING  AN   ADVERTISKMKNT. 
Importance    of    Harmony    in    Style    and    Purpose   of   an 

Advertisement 

Illustrations  Should  be  Pertinent 

Determining  tlie  Amount  of  Space 

Summary  of  Considerations  in  the  Use  of  Space  .  .  . 
Size  of  Advertisement  in  Relation  to  Expense  .  .  • 
Ascertaining    the    Market 


fAGF 

Gl 

67 
r39 
■'0 

71 

7ii 

73 

7i 

76 

76 

77 

79 

79 

79 

80 

81 


81 

82 

84 

84 

85 

86 

87 

88 

91 

91 


94 

95 
98 
9« 
99 
99 


r 

I 


SECTION 


AD\i:UTlSI\G 

"••'(•t.T  of  (;,„h1s  Adv.rlis.d 


;,'"•''•''  ■''■   ''"'''i<vU..„  :uul  Spa,...  Ls..,| 
>-tn'-li"..  of  Adv.  Hi.i,.^  A,>,,r..prnt, 


'M..nu;i,i;rtl„.  -Lavoiif  . 
•^''•'kin-  t/,.-  I.av..Mtin  Ma.s.s 


'J'-i. 

••^'i.  Ins.rti.ii,   .,f  Ciitj, 

.•'^•  I.av.)iit   f„r  ('.)in,,„.sit„r 

.''■'■'•  Car,.  i„   Placing  tl,,-  futs 

I';;-  Two   Factors   in   IJctcrnmnng  F.r,u    '. 

•>'■  Kiiuls  of  J'r.nifs  . 

!'«•  l'r,).,f-H,.,Hiin^,    .'"_"■■■ 

yy.    "C'Josinir"    of    A,),    .i-   •         >■ 


<HAl'r.,H    V. 
A/)\i:iiT[si\(;    .\I  HI)  I  CMS 
'""•      ^^"'■"'■^■■''    .M.a„.ng  .,f   ,h..   T.rn, 
lOI-      .\..w.spap..r  \-,.rs„s  Maga/in...s  . 
H»'-'.      ^'Ii.'iract.r  ,.f  (;,„„is  Adv.rtiv 
('Jiaract..r  of  a    \..uspa|).r 
'mi..,rtan..,.  of  I  ),s,.rin,iMatiM;r  (  l,,,,,   ' 
(■'hoHv  .if  Kv.riiii-  ,,r  M 
"('iiitral    I 


101. 

l(),». 
106'. 
107. 


'"■     ^'    'nil  K.lltioMS 

liiipr.-.ssimr'   as   an    tiuUx 


M'tl..HK  „f   n,,,„,i„^    ^.-spap..r    l'r..f..r,"n..,.'.,fV 
calitv 


K'S.      Trad,-  J.Mirnals  an,!    ( 

10!>. 

I  10. 


1-is-     I'lilili.atl.ins    . 
A    v/mtap's  of  Tr,.!.    .I.)nrnals. 

j;r.s.nt  Status  .,fTr:„l,,(.,„r„alAdv.Ttisin./ 
I.TmatmiM.f  S.vn,l,..a!,s  ,  1  Tr.,,!..  p,,,„.,, 

<l'.'n«,sH,    M.ll,n.ls  A.lopt.,!   Ii,    Tra.l.-  Pap.'rs 
'•■'"""K  til.     .\.l^,rt,s.r■s   (  „nti,l.  n,.,-    . 
'  1  ^•      'I'rad.-    I'ul.li.ali.ins   M 


I  I  .'!. 


'ii''t    D'p,  nd  .,,1  Qiidiiv 


li."..      Kditorials   as    Jn.l.x.s  t..  (^nal.tv 

""■  <>PI""-t„n,(„s   of   II,..    T...|,ni.ar.\.|urt.srr 

"'  <^i'sli"ii  of    Ir...  .\,i\,rhsnitr    .... 

'  IX.  (  ontr.icts   ,in,l    'r.rnis 

llf>.  Tsf  of  ficncral    M..di„n,s 

I'-'O.  Distriliuh,.,,    .,;■    l',:l,i,..ations 

I'J  1.  Am.iI,  ^;^     .,(•      P..I.I;  .  .. 


PAGE 

•      !)!) 

.  100 
101 
lO'J 

lof 

108 

1  ()<) 

112 

l]3 

114 

116 


117 

118 
118 

I'JO 
l.'l 
I -J  J 
I'J.'i 


Ml 

I'-!.". 

I  J  7 

1>'7 

IJi( 

l.io 

1  .■{•J 

l,'i,{ 

I.U 

l.'!7 

I  .iiJ 

I  to 
I  M 
I  PJ 
1  l.'i 


CONTENTS  a 

SECTION  PAGE 

l'i'2.      Mag'.zines  for  Women 143 

123.     (ifiur.il  Monthliis  ,111(1  W«tklifs Hi 

121.      Inrimncc  of   Kditori.il    Policy 1  i(> 

125.      Experienci    of  Collier's  Weekly 147 


CHAPTER    VI. 

AnVF.RTISIXC.    MKDIl'MS    (rontinueJ). 

l'J(i.  Newspapers,   Home   Prints.   Patent   Insides    .       .       .       .152 

I'JT.      C'oiiperative    Printiiifj 153 

1'28.  Location  of  I'apers   Printed  Cooperatively      .       .       .       .156 

I'if).      Ready    Print    I.ist 157 

l.'iO.      Space,   Position,  aiul   Lists 158 

I'M.      Choosing   Necessary   .Space 158 

l.'i','.  Relative  Value  of  Various   Parts  of  Newspapers   .       .       .  159 

l:i;{.      Analysis  of  Problems  of  Position Hjl 

L'ii.      Advertising    Rates I63 

i:U'}.      Temptations  to   Rate  Cutting iGi 

l.U).      Other  Methods  of  Varying  Rates H)7 

i:i7.     Kate  Cards I(i8 


CHAPTKU    VI L 
SrPPI.KMKNTAKV   .\1)\  KRTlSIXr,    AIDS. 


l.'iS.  .Siippleiiieiitary  Ad\iTtising 

l,'i|(.  .Street  Car  Advertising 

1  Ml.  (  h.iraeter  nf  .Str(<t   Car  Advertisements 

111.  Necessity    for    Direct    .\ppt.il    . 

I  \2.  .Street  Car  \itsiis  OthiT  .AdverliNJng   . 

Il.i.  Post,  rs    ind  Piiiil(  (1  Signs   .... 

I  I  k  Kt  gii!  ilioii  of  Mill   Mo.ini  .\(lvertising  . 

I  V.I.  \iew  of  Hill    iJo.ird   Advirlist  r 

!  K>.  '  )i(|ieiiltirs    of     Mill    Mn  ird    Advrrtising 

It".  Org.iiii/ itioii  of  Hill  Posting  Coneirns 

!  IH_  P.lilltll!    .Siirlis 

1  H)-  Risks   of   .\d\  <  rtisiiig  li\     I'listi  rs   or   liy    I'linti  d    .Sigi.s 


170 
170 
17-' 
173 
175 


17fi 
177 
178 
179 
180 
181 


xu 


ADVKU'l'ISING 


CHAPTER    VIII. 
SUPPLEMEXTAKV    AinKUTISIXG    AIDS    (Co„tin,u,l). 

SECTION 

150.  Electric   Advertising 

ir>l.  Greatest   Electrical    Sign 

152.  Electrical   Sign    Costs 

153.  Placing   of    El.ctrical    Signs    ....... 

15  J.  Organization   of   Electrical    Advertising 

155.  Indoor  Electrical  Advt  rtiseinenf s 

I5().  House  to  House   Distriliution 

157.  Risks  of  Tliis   Metliod 

158.  Methods  of  Agencies  for  Distribution  of  Hand-Hills' 
15.'>.  Advertising  Xoveltirs 

HiO.      Successftd  Sales  of  Advertising  Novelti.s  . 
nil.      Calendars 

ilh2.      Eirm.s  Using  Calendar  Advertise  ni.nts 

Hi.'i.      Effectiveness  of  the  Calendar  Advertise;nent    . 

l')K  H!ott(  rs 

1()5.  House   Organ 

Hi().  Vari(  ties  of  House  Organs 

1()7.  .Making  the  Ilou.e  Organ 

l(i8.  N'alue  and  Cost  of  Such  Mrdinnis   . 

Hi!).  IJooklets    and    Folders 

1  70.  Size  and  Shape  of  Booklets        .....".' 

171.  A  Successful  E.xaniple 


1 72. 

I7.i. 

17k 

175. 

17(i. 

177. 

178. 

17!). 

I8(>. 

LSI. 


CHAPTKH     IX. 

I'Hom.KMs  or  Tin:  hktui.kh. 

Retaih  r  and   .Manuf.ietur.  r 

Power   (d"    .Middh  ni.m 

Clos.r  Helalion  of  .Mainifactnrer  .in. I  Consunirr 
Opposition  to  .Mail  Order  Houses  . 
Ret.iilers  I'se  Snlistitiition 

Manuf.Ktiirers.  ami   I'ru,    (  utting  hv  K.tail.rs 
He<|uir.nients  of   M.lhods   of   l'<  rson  il    .\pp,  ,| 
Where  Company  h.is  Legal   Mon..p,dy 
Companies  Without    Patent   .Moiu)poli,s 
(  ontr.iet   Prolnhiting  'I'r.iding  Stamps,  etc. 


PAGE 

181 

18t 

185 

18() 

18ti 

187 

188 

188 

18!^ 

1!)! 

1!)'J 

l!).f 

1<)5 

1!)5 

iy(i 

1!K) 

iy'< 

1!)8 
1.0!) 
'200 
201 


203 

20.1 
201 
'J  05 
•i07 
i>OH 
20{) 
2U) 

216 


1 


^ 


CONTENTS 


Mil 


^F.C^ION 

182.  Advertising  Advice    for    Retailer 

18;^  Factors   in    Price   M.iliing 

18k  Advantages  of  Stable  Trade  Conditions   . 

185.  Well  Advertised  Goods  L'sed  as  Leaders   . 

186.  Maintaining  Price 

187.  One   Method  of   Maintaining  One-Price    . 

188.  Devices  Adopted  by  Price  Cutting  Establislinients 
18S).  Following  Up  Consumer's  List  Furnished  by  Dealer 

190.  I'ree  Samples 

l.'M.  Coupon  M  it  hod 

V.H.  Use  of  Dealer'     Name  in  Advertisement   .      . 

!<».'?.  Advantages  of  This  Method 

1!H.  Guarantee  as  .1  Sales  Promoter 

195.  Difficulties  in  Distribution  of  Adveriising  ^^atte^  to  Re 

tailers ,      .       . 


PAi.K 

217 
217 
218 
219 
219 
220 
221 
222 
224 
225 
226 
9^>7 


If 


228 


gelicies 


CHAPTER  X. 
PREVENTION  OF  ADVF.UTLSING  WASTE 

19fi.  Various  Methods  of  Elimination    .... 

197.  Fundamental  Points  in  Gaining  Good-Will  of  Dealer 

1!)8.  (Jiving  the  Dealer  Competing  Advantage  . 

199.  Arguments  for  "Free   Deal"   M<thod    . 

'.'(»(».  Protected   Prize   Method 

'.'01.  Schemes  for  Meeting  Local  or  Trade  Selling  Fine 

202.  Out  of  .Season  Adverti'iing 

20.'t.  Getting  Distribution  of  F,xp«  iisive  .Specialties 

'JOl.  \\'iniiiiig  tlie  (Ociperation  of  tin'   Dispi  risers    . 

■-'05.  Investigation  of  Conditions  of  Cdoperation    . 

tJiKi.  Dealers  to  Account  for  .\dvertising  Helps 

207.  Indiieiiig  Dill,  rs  to  Use  Sp.u'i    on  Thi  ir  Own   A 

208.  Linking  Dealer  to  Gent  ral  (iiripaign   . 

209.  How  the  Dealers  ('o(i|)i  rated 

210.  Tips  for  Clerks 

2H.  Clerks'  Conrnissions  for  .'^ulislitution    . 

aiZ.  Considering  iieiiir  as  Pari  oi  v /r^nn/atuiii   . 

21.T.  Dealer's  Place  in  Disli'il'"!  i'Hi 


nt 


231 
2.S2 
23ti 
234 

2M(i 
2.'H) 
236 
238 
239 
2J.0 

•jn 

242 
246 
246 

247 

2i8 

249 


XIV 


COKRESrON  DEXCE 


CHAPTER  XI. 

METHODS  AKD  FUNCTIONS  OF  THE  ADVERTISING  MAXAGFH 
AND  OF  THE  AGENCY. 

SE(  TION 

2U.  Relation  of  Advertising  Manager  to  Sal.s  ;)epartnK.nt  .    Jn 

-l-'.  Importanee  of  Advertising  Expenditure 053 

216.  Advertising  Agencies 

217.  Importance  of  Advertising  Manager o^. 

218.  Agency  at  Work       -......[''  cIq 

219.  Importance  of  Advertising  Agent  ■      .      .      .      .      [  255 

220.  Remuneration  of  Agent  *      *  "   or- 

221.  Capability  of  Agent  .  .  ."  '  .'  .'  .'.''■  gjg 
22'J.  Outlining  Campaign  for  an  Advertiser  .  .  .*  .'  '  259 
223.  Special   Representatives 260 

CHAPTER  XII. 

A  TYPICAL  ADVERTISING  CAMPAIGN. 

224.     Details  .Sa  Forth  in  a  Letter gg^ 


1. 

r>. 
*;. 
7. 

H. 

'J. 
10. 
1  I. 
Iv.'. 


PART  If:     CORRE.SPOXDEVCE. 

CHAPTKH    I. 
THE    AKT    AM)    ns    I'HOHI.KMS. 
Business  (  orrespondene.-  in  Voruur  Times 
Old    M.thods  of    Insfruetion 

On.wtl.  of  the  Art  of  Husine.s  Correspondenie 

''"rpos,-   <,r    H„,i,„.ss   Correspondcnee 

'I'est  of  a  Letter       .... 

The    Ve.essity   of  Conviction   ,u.d    PersuaMon 

(  orrespoii,!,.,,!    .uid    .Salesman 

i'tttrs  and  T,,lk 

Impression    v.rsus    1 11, |sf  ration 

Adjustment   in    l.,t.  rary   Composition'       * 

A.ijustm.tit  in   Husin.ss  Correspo, 


,   )ndenei 

How    to   Leai-n    (,i    VV-,t..    11....: 

"     '-U3iijr33    Inciters 


275 
27<i 

27  a 

i.'70 

278 

271) 

281 

281 

28.'J 

•J8.'( 

28  I. 

v;»7 


V 


CONTFATS 


XV 


•1 


CHAPTER   II. 
THE    FIVE    C'S   OF    BUSINESS    CORRESPONDENCE. 

SECTION  rxr.E 

i;^.      Essrnlial    Qualities '288 

Ik      Clearness 28!t 

If).      Obseiirity 28!) 

Itt.      Vagueness 290 

17.  Ambiguity 2Jtl 

18.  Simplicity   and    Exactness 291 

lit.      Correctness  292 

20.  Correctness  Dependent  on  Usage 294- 

21.  Conciseness  291 

22.  Brevity   not    Identical 29.') 

23.  True    Conciseness    Exemplified 29<> 

2K      Politeness   a    Part  of  Courtesy 29IJ 

2.5.  Courtesy   Concerned    With    Writer's    Attitude      .      .       .  298 

2t!.      Value  of  the  "You"  .Attitude 299 

27.  Character 301 

28.  Character   not   .Secured    by    Posing 302 

29.  Avoidance  of  Stereotyped   Expression 303 

30.  Result  of  Obtaining  Character 30i 

31.  Character    Illustrated 304 


CHAPTER   III. 
THE    I'RINCIl'l.KS    OF    fONSTUrCTION. 

32.  Relation    BetwecM    (^lalities   .and    I'rinciples        ,       .       .  308 

.'i3.  Inity 309 

.'ik  Concentration   on   liir    l'',ss(  iitials 310 

.'!."».  I'nity  in    Hilation  ti>   l\tficiency 312 

.'!•;,  (nity    Exeiiiplitifd 312 

.'!7.  Coherence ,'<!  ,'i 

.•i8.  Order 311 

39.  Connection .3I.> 

K>.  Coherenct'    E  \rnipli(it  d 317 

11.  Emphasis 318 

■t'i.  iuginning  of  a   Letter •5l!t 

43.  The  Ending  of  a  Letter 320 


/ 


XVl 


COHRKSPONDKNCE 


11.      Proportion     . 

i5.     Emphasis  Exemplified 


TACK 
321 

321 


4t!. 
17. 
18. 
1!>. 

r,o. 
r>i. 
r,2. 
r>:i. 
r>i. 

55. 

.'■x;. 

57. 
.OS. 

ri\K 

(JO. 
01. 


CHAPTER   IV. 
THK    FAHAGRAPH. 

Origin  and  Purpose  of  the  Paragraph      . 
Value  of  the  Short    Paragraph 
Misuse  of  the  Single-Sentenee  Paragraph 
When  Short  Paragrajjhs  Are  Undesirable 

Paragrapinng  Clauses 

Unity  in  the  Paragraph 

Paragraph  Unity   Illustrated    .... 

Testing   Unity 

I'orm    Paragraphs 

Narrative  Order  in  the  Paragraph      . 

Deseriptivc  Order 

Deduetive  Order 

Fnduetive    Order 

Climaetie    Order 

Construction    and    Conneetion    in    the    Paragr, 
Emphasis    in    the    Paragraph 


iph 


323 

351 

325 

32t; 

32  H 

32'.) 

.S3() 

331 

332 

334 

33.5 

33('i 

337 

338 

338 

310 


('•:'>. 
ck 
I  i .") . 
tit;. 

•!7. 
118. 
til). 

7<>. 
71. 
72. 
73. 

7y. 


CHAPTER   V. 
THK   SFA'TENX'E. 

Sentenee    Construction    by    Revision 343 

Kffieient    Sentences 3,1,3 

Length     of    Sentences 34.J, 

i'raginintary    Ideas 3l.r, 

'I'oo   .Many    I'nrel.itt d    Ideas .{1.7 

hicorrect  (Jrouping  of   Ideas ^^ 

"< 'omnia    F.iult  " 3  H, 

Ineoiiercnce .{j.,, 

l.ogi<';il    Order 3;,!, 

Unnecess.iry  Change  of   I'oint   of   View 3/51 

i'ar.illel   Construction 3/50 

ii.ii.mccd    Sentence 3/-,c) 

.Misrelated   Pronouns 353 


\ 


CONTENTS 


XVII 


SECTION 

7').  Misrelated   Participles         .... 

70.  Faulty  Co-ordination  and  Subordination 

77.  Brevity  as  a   Means  of   Emphasis 

78.  Rcix'tition   and    Suspense    . 
7!t.  Position  as  a   Means  of   Emphasis 

80.  Periodic    Sentences         .... 

81.  Climax 


PAGE 

3.53 

35.5 

3r,*\ 

357 
3,-)  8 
3f,n 
301 


8'.'. 
83. 
8  k 
85. 
80. 
87. 
88. 
8!>. 
i)0. 
J»l. 
92. 


CHAPTER  VI. 
WORDS. 

Ciood  Thinking  the  Basis  of  (Jood  Diction      ....  363 

Principles  of  Choice  of  Words      .      .     -.      .      .      .      .  StU 

Correct    and    Incorrect    Words 305 

Misuse  of  Words ...  307 

Shall  and  Will 308 

Idioms 37<> 

Simplicity  in   Diction          378 

Exactness  in  Diction 37!' 

Concrete  and  Figurative  Words 37".» 

The   Place    fcr   Lingo 381 

Slang  pnd  Colloquialisms 381 


03. 

!>i. 

Jt5. 

00. 

07. 

08. 

00. 
100. 
101. 
102. 
103. 
101. 


CHAPTER  VII. 
MECHANICAL    MAKK  IP    OF    TML    I.KTTKR. 

Correctness  the  Most    Import.iiit  Question      ....  383 

Business    Stationery 33.3 

Letter    Heads 38  V 

Color   of    Ink 385 

Written   Heading 385 

Inside    Address 38ti 

Salutation  387 

Body  of  the   Letter 3HH 

Complimentary   Close 388 

Signature 380 

General    .Suggestions 380 

Envelope ^^^ 


XVIIl 


COHRESPONDKNCE 


CHAPTER  VIII. 
HOLTINK    LETTERS. 

SECTION 

I  <).■■).  Inquiries        .... 

ino.  Ordrrinir  (ioods 

1 07.  Kxrmiplt^       .... 

108.  Knclosiim  Moticv 
l<>!».  ITurrv-Lp   Letter's    .       . 
110.  Examjjlcs      .... 


PAGE 

■Mi. 

'Aur> 
398 


111. 
1 1  'J. 

ILJ. 
UL 
115. 

no. 
117. 

118. 

uu. 

1  20. 
I'JL 
I'.'v.'. 

V2:i. 


CHAPTER   IX. 
COLLECTION    LETTERS. 

Tw.,  ()l)jeet>  of  Collection  Letters 

Metliods  of  Manufaeturer  and  Wholesaler 

•Methods   of   the    Retailer 
System  in  Collection  Letters 

Formal    Notifications 

Personal    Appeals 

Appeals  to  Symiiathy 

Appeals  to  the  Sense  of  Justice 

Api)eals  to  Self-interest 

Inducements   to   Pav 

Ai)peals  to  Sense  of  Humor      .... 

Threats  

Examples   of   Threats    .       . 


401 

402 

iQ:i 

405 

40ti 

408 

408 

409 

411 

412 

414 

415 

41G 


I'JL 
12.). 
126. 
127. 
128. 
12!t. 

l:u). 

:.SL 
i;i2. 


CHAPTER  X. 

APPLICATIONS    AND    HKCO.MMENnATIONS. 

Riglit    Attitude ^^ 

Analysis  and  .Adaptation     .  *  ,,"",., 

Answers   to   Blind   Advertisements 435 

Answers  to  Complete  .\dvertisements 

Successful    Aj)j)lications 

Applications    for    Heccmimeiided    Positions 

Recommeiuiations 

Recommendations    th.it    Helped ^^,. 

l-'nsolieited  Appiic/itions      .       .  ,,,„ 

•  •  •  •  •  •  .*i-.)0 


427 
4,31 
4.S.'? 
i.'ij. 


CONTENTS 


XIX 


CHAPTER  XI. 
AXSWEkS    TO    COMI'LAJNTS. 

^^"'"^'  PAGE 

i;5S.      Necessity  of  Thcin 41,1, 

I.'U.      How    to    .Make   Complaints {.n 

l.'i.).     Answering   Ordinary   Complaints H-t; 

i;it).      Example   of   Wiiat    Not    to    Do I.I.7 

l.'i?.     Answering   CompIai?its    Aliont   (Joods        ....  4i!> 

i;?8.      Answering    Unjust    Complaints 1..51 

139.     Answering    Inadequate    Orders 1,52 


CHAPTER  XII. 
SALES   LETTERS. 

I  if).  Difference  Between  Sales  Letter  and  Advertisement      .  k)') 

in.  Functions  of  the  Sales  Letter        .......  i57 

142.  Typical  Sales  Letter  Analyzed tSY 

14.S.  Attracting  Attention 4(50 

Itk  Selection   of   Talking-Points .  4(j(j 

145.  Description    of   Article .  4tjo 

140.  Facts  ,"ind  Figures ,       .  473 

147-  Testimony 474 

148.  Tests 475 

149.  Psychological   Command 470 

\r>0.  Minimizing  the   Reader's   Exertion 477 

151.  Iniiucements  to  Ordering 478 


CHAPTER  XI 1 1. 
THE    APPEAL    TO    DIFFERENT   CLASSES. 

152.     Adjustment   to   the    Reader 48(> 

15,S.     Arguments  that  Appeal  to  Farmers 481 

154.  Language  and  Tone  to  the  Farmers 485 

155.  Problem  of   Reading  Professional   Men 480 

15»5.      Failure   to   .Adjust   to    Prospect 4<n 

157.  Successful  Letters  to  Professional   Men    .....  40.S 

158.  Appeals  to  Which  Women    Respond 4!M'. 

15!>.     Successful   Letters  to  Women 497 


XX 


CORRESPONDENCE 


chaptp:r  XIV. 

FOLLOW -UP    LKITERS. 

jECTION 

lt!0.     General   Purpose  and   Plan 

Division    of    Material 

Linking   up   the    Scries 
Beginning  the   rojlow-np    Letter 
Body   of   the    Loliow-up      .... 
Two  Good    Follow-ups        .... 
Last   Call   Letters    .... 


101 

lfi2. 

]»;3. 

lt!L 

lfi.5. 

1 06. 


PAGE 

502 
.'50.'? 

r>or, 

.500 
;jGO 
51.3 
515 


CHAPTER  XV. 
EN-CLOSURES    AND    .MAILLVG    CARDS. 

107.  Classification    of    Enclosures 5J9 

108.  Reference  Catalogs  and    Booklets        .       .       .       .       [      [  r,.,] 

I0!t.      Descriptive  Booklets      .                                                          "  "-'', 

...                                                          .■)21 

I'O.      Evidence  Enclosures ro,- 

171.  Order  Blanks  and  Miscellaneous  Enclosures       .      .      .  sog 

172.  .NL-iiling  Cards   and   Folders [  r,^^) 

173.  Display  in  Folders  and  Letters .53^ 


i 


174. 
175. 
176. 

177. 
178. 
170. 
180. 
181. 
182. 
183. 

i  G  f. 

185. 


CPLVPTER  XVL 
KOLLOW-ll'    SVSTK.MS. 

Necessity  of  Careful    I'lanning 533 

Purpose   of    the    System 5,^3 

Margin  of   Profit gg. 

Nature  of  the   Proposition 53^ 

Classes  of  Prospects  and  How  Secured 537 

Types  of  Follow-up  Systems 533 

Planning  the   Individual   Mailing  Pieces        .      .      .      [540 

Time    Element    .       .'  ,., 

rr      .     ,     .  541 

lypical   Systems g,„ 

System  in   Checking   Results 545 

itenii2ed  Costs ,._ 

Tests    in    Follow-u))    Campaigns     ...,..,    550 


CONTENTS 

CHAPTER    XVII. 
ARGl'MKNTATI VK    LETTERS. 


x\i 


SE'TION 

ISi).  Solving   Particular   Problems 

187.  Minimizing  tlu-  Objection 

1 88.  Meeting  the  Objection 
180.  Examples 


:>:t'^ 


r>r>3 

555 


CHAPTER   XVIII. 

OFFICIAL    LHTTFUS. 

100.  Official   Letters ' .501 

101.  Formal 5n2 

10'2.      Use  of  Titles r)«i2 

I0'3.     E.xamples  of  Formal  Letters 503 

lOL      Informal .       .  5i)i 

195.     Examples 505 


& 


ADVERTISING    AND 

CORRESPONDENCE 

PART  I:    ADVERTISING 


CIIAPTEK   1 

HISTORY  OF  ADVKRTISING 

1.  In  (I  list  rial  basis  of  advertising. — A  complete 
history  of  advertising  would  involve  a  treatment  of  in- 
dustrial development.  For  adverti.sing  is  a  result  as 
well  as  a  cause  of  tiiat  industrial  growth  which  marks 
our  epoch  as  the  commercial  age.  One  effect  of  the 
increase  in  the  powers  of  production  was  to  create  tiie 
necessity  of  tiiidinir  some  means  for  disposing  of  the 
])roduct.  It  is  not  hy  chanet .  therefore,  that  tlie  indus- 
trial develoj)ment  of  the  nineteenth  century  shows  three 
distinct  i)hases,  eacli  of  which  grew  out  of  the  one  pre- 
ceding. 

The  century  opened  with  the  productive  power  of  the 
world  greatly  increased  hy  the  use  of  steam  power  and 
the  machine.  The  middle  of  the  century  saw  nations 
striving  to  create  facilities  for  the  transportation  of  these 
numerous  products.  The  close  of  the  century  beheld 
the  widening  of  the  market  to  such  an  extent  and  ihe 
growth  of  the  power  of  consumption  to  so  great  a  de- 
gree that  the  producer  was  taxed  to  tiie  utmost  to  devise 
means  whereby  goods  could  be  made  known  to  those 

Vol.    IV— 1  1 


o 


AD\  I'K'llSING 


who  desired  tliem,  and  to  ereate  desires  where  none  had 
existed  l)et'ore.  ^Vloiio'  with  the  ^rowinn-  consimiptioii 
of  <,r(,„ds  duriiio-  tile  hist  fifty  years  lias  n-one  the  steady 
increase  of  advertisiiio-  hoth  in  hulk  and  in  variety.  It 
is  very  evident  that  the  art  of  advertising-  gvcw  out  of 
an  industrial  condition  which  made  it  necessary  to  an- 
nounce to  the  consumer  that  products  in  ahundance 
were  for  sale.  It  Is  also  a  consi)icuous  fact  that  adver- 
tising in  turn  hecaiue  the  means  wherehy  new  wants 
were  created  and  old  desires  <|uickcne(l  to  such  a  decree 
that  hoth  |)ro(luction  and  consumption  were  stimulated 
and  industrial  [jrooress  was  promoted. 

•J.  Evolutiuu  uf  advcrtmiifj. — Let  us  tlierefore  con- 
sider out  of  what  conditions  the  i)rohicms  of  advertising 
have  nnnvii.  The  word  advertising  is  simply  a  term 
which  refers  to  those  methods  of  gaining  puhlicity 
whose  purjmse  is  to  sell  goods  or  services  at  a  i)r()fit. 
In  one  sense  it  is  strictly  a  hiisiiicss  word,  and  refers  to 
the  various  metliod.-,  by  wliich  sellers  c  .unumicate  with 
tl>"  buying  ])ublic.  Therefore,  in  a  state  of  society 
wh(  re  tliere  was  little  or  no  exchange  of  commoditiis, 
little  or  no  advertising  wouhl  be  needed.  The  cobbler, 
wiien  shoemaking  was  u  tyi)ical  form  of  industry 
limited  to  a  small  commum'ty.  had  little  need  of  other 
adxcrtising  than  that  which  resulted  from  a  good  rcjju- 
tation  among  his  customers,  aided  perhai)s  by  a  crud(,- 
sign  o\er  his  shop  door  or  by  the  badge  of  a  dress  pecul- 
iar to  his  tratlc.  When,  however,  the  cobbh  r  or  other 
artisan  began  to  make  goods  for  a  wi(I(>r  market 
than  that  eml)iaced  in  his  own  native  towu.  it  became 
necessary  to  find  means  of  letting  strangns  know  of 
his  i)ro(luct.  Thus,  other  methods  of  obtaining  public 
attention  ^wrv  addpted  to  meet  the  exigencies  of  gaiii- 
iuy  comiiiereiai  pui)iicity. 


V 


HISTORY  OF  ADVERTISING 


3 


3.  Most  primitive  form  of  advertising. — To  be  ab- 
solutely exact,  a(lvertisiii<r  or  the  art  of  gainino-  pub- 
licity in  the  broadest  sense  of  the  word,  had  its  l)e«jfiii- 
iiiiig  as  soon  as  the  earth  i)ccanie  so  well  i)()j)ulated  that 
competition  ^Irove  the  Individual  nieniber  of  a  comnm- 
iiily  to  do  the  best  he  could  for  himself.  In  the  early 
stages  of  history  the  few  trades  and  professions  that 
existed  were  exercised  by  itinerant  men.  These,  at 
tirsl,  had  no  way  of  proclaiming  their  wares  except  hy 
means  of  verbal  utterances.  This  method  survives  with 
the  street  vendor,  peddler,  chimney  sweep  or  scissors 
grinder  of  to-day,  who  continues  to  make  his  presence 
known  by  various  noises.  The  earliest  method  of  gain- 
ing publicity  was  that  of  the  crier  who  announced  his 
ii'oods,  sometimes  clociuentlv,  and  alwavs  loudly. 

The  Ilehrews  were  perhaps  the  earliest  race,  of  whi"h 
we  have  a  record,  who  emjjloyed  this  method  of  adver- 
tising.    Their  criers  made  proclamations  in  the  street 
and    market    place.     These    announcements,    however, 
were  chictly  of  a  religious  nature,  and  we  have  no  evi- 
dence that  in  the  most   primitive  times  ])roclamations 
concerning  secular  affairs   were  made.      From   the   re- 
ligious  crier   evolved   the   next   stcj) — that    of   tiie   an- 
nouncement of  festivals,  games  and  contests  by  word  of 
mouth,  as  was  the  case  with  the  early  (ireeks.     Later 
the  (irock  crier  also  announced  sales.     It  is  recorded  that 
the  (irccks  were  so  easily  otfenck-d  by  Imd  j)ronuncia- 
tion  and  inharmonious  sounds  that  tiie  ])ublic  crier  was 
not  allowed  to  make  i)roclamalions  without  tlie  attend- 
ance of  a  musician  who  might  serve  as  a  corrector  of  a 
had    tone   or   an    im])roj)er   i)itch.     Sad   it    is   that    the 
ino(k-rn  crier  in  our  streets  has  lost  the  art! 

i.  MnHnvn!   cricr. — The    Dublic   crier   continued    to 
b(  a  common  mc(hum  of  communication  from  the  times 


ADVERTISING 


of  primitive  Greece  and  Rome  down  through  the  ^Middle 
Ages,  existing  after  the  use  of  writing  and  jjrinting  he- 
came  conmion,  and  even  during  the  modern  era.  In 
Knghind  and  the  Colonics  of  America,  the  provincial 
crier  gave  notices  of  ohjects  lost  or  found,  of  weddings, 
christenings  ;..id  funerals,  and  also  of  sales  of  various 
kinds.  The  mc<lia'val  tradesman  was  advertised  hy 
the  itinerant  crier  who  Mcnt  from  town  to  town,  castle 
to  Castle,  and  house  to  house,  and  made  announcements 
of  sales  hy  auction,  of  real  proj)erty,  and  of  new  con- 
signments of  goods  from  ahroad.  ^Vith  his  horn  he  at- 
tracted attention  wherever  he  went.  Sometimes  the 
crier  was  also  a  seller  and  carried  his  goods  either  on  his 
hack  or  oii  a  horse  or  donkey.  In  France,  the  wine 
criers  carried  with  them  a  (juantlty  of  sanu  les  so  that 
the  T)rospective  huyer  might  taste.  In  K.. gland  men 
stood  at  their  hooths  and  shops  hawling  to  the  pass- 
ershy:  "What  d'ye  lack,  slr^  What  d'ye  lackf'  Tiie 
inn-keeper,  too,  stood  on  the  threshold  of  his  tavern 
and  announced  his  hill  of  fare  to  any  stray  wayfarer 
who  chanced  to  go  hy.  A  survival  of  this  method  exists 
among  the  ])rcscnt  day  "harkcrs"  who  proclaim  the 
sideshow  attractions  along  the  "j)ike"  or  the  cheap  sales 
"down  on  Hester  Street." 

The  general  use  of  the  vocal  UR^thod  of  adverllsing 
in  the  early  days  perhaps  suggests  the  reason  for  the 
ahsence  of  written  methods.  IVople  understood  the 
spoken  word  hitter  Ihan  any  otlur  kind  Long  after 
the  ".'-t  of  printing  was  Invented  it  was  little  used  for 
comnurcial  advertising.  It  would  have  ])vr\\  as  futile 
to  have  addressed  a  pi-inti'd  "ad"  to  the  general  puhlie 
in  the  sixteenth  century  as  it  Is  to-day  to  send  American 
eat Jilocrues    of    '-n'od*-;    fii    tlu^    ^i!!!!'!;       'P)>i^'    ■••.■.!>•.!>.; 

l)eople  who  could  read  and  write  In  those  davs  was  in 


V 


IIISTUllY  OF  A1)^'EUTISING 


5 


deed  scarce  and  was  contiiied  mostly  to  the  upper 
classes.  Even  the  names  of  the  shop  keepers  and  their 
oecupations  were  more  effective  when  annonnced  upon 
the  si<4iihoard  in  the  I'orin  of  a  rehus  tiian  in  the  lan- 
nM;i<;e  of  the  printed  letter.  A  husii  or  the  i)icture  of  a 
hush  was  more  elfective  as  a  wine  si<,ni  among  the  Ro- 
mans than  the  gilded  lettering  of  the  Anheuser  Busch 
^ign  would  have  heen. 

.5.  Second    phase    in    hisfan/    of    advertising.— The 
next  form  of  i)rimitive  advertising  was  the  use  of  th.e 
"signhoard."     This     existed     along     with     the     vocal 
method.     Rolls  of  paper  have  })een  exhumed  from  the 
ruins  of  Thehes,  u])on  which  are  written  descriptions  of 
runaway  slaves  and  offers  of  rewards  for  tlieir  return. 
These  sheets  have  lain  heneath  the  earth  for  fully  three 
tliousand  years,  and  their  age  i)roves  to  us  that  as  soon 
as  writing  was  invented,  even  in  its  most  primitive  form, 
it  was  used  for  the  pin-pose  of  advertising.     The  Hahy- 
lonian  Code  of  TTammurahi  and  the  Ten  Command- 
ments of  Moses  were  made  puhlic  hy  l)cing  written  upon 
tahlcts  of  stone  placed  in  consi)icuous  jjlaccs.     This  is 
oui-  earliest  record  of  the  use  of  the  signhoard.     The 
earlv  (Irecks  inscriiu'd  on  sheets  of  lead  the  names  of 
offenders  who  had  found  or  stolen  i)roperty.     Hereon 
was  invoked  the  wrath  of  the  deities  of  the  nether  woi  Id. 
and  the  aflixing  of  the  sheets  to  the  statiics  of  the  deities, 
llic  wiilrrs  thought,  was  higldy  efVectual  in  hringiug 
down  punishment  upon  the  offenders.     In  the  ruins  of 
Ifiiculaneum    and     I'omptii    were    discovered    notiees 
painted    in    hlaek    or   red    upon    the    walls   announcing 
plays,   gladiatorial    shows   and    "warm,    sea    and    fresh 
water  haths."'     Signs   ov(  r  <loors.   or  on   the   walls  ol 

1 ._..,^.    ^.i I    ti,..!    il...    .v.-,.iw.i-»  \'    wik;    1(1   l)(«  leased   or 

» .1,  .1 ^  -.    i       i 

sohi.     In  Rome  i)ook-selleis  placarded  their  shoits  with 


fi 


6 


ADVKH'J'ISIXG 


tlic  titles  of  new  books  tluit  niiylit  there  l)e  found 


on 


sale. 


0.  Vac  of  ".v/f/z/.y"  in  iiicili(n'(^l  iiincs. — Signs  were 
niadt  use  of  freely  in  the  middle  ages  to  attruet  people 
to  the  wares  in  the  various  booths  and  shojjs,  JJills 
were  ])oste(l  in  freciuented  streets  announeing  vari- 
ous sales,  or  the  arrival  of  eireus  troops,  hear  baitings, 
and  also  enaetnients  of  the  town  eouneils  or  proelania- 
tions  by  the  mayor.  But  this  form  of  advertising  was 
not  developed  anv  further  until  the  last  tiftv  years  of 
our  modern  era.  l-'or  a  long  period  after  tlie  dark  ages 
reading  and  writing  seemed  to  be  lost  arts.  As  we  have 
seen,  it  was  mueh  wiser  from  a  business  ])oint  of  view, 
for  a  shop  keejjer  to  indicate  the  character  of  his  busi- 
ness by  the  use  ol'  some  familiar  thiny  whose  name  miuht 
he  suggestive  of  his  trade,  than  to  display  the  written 
W(jrds. 


The  ability  to  read  and  writ( 


'lever  been  necessa- 


rily coimected  with  j)urchasing  ability,  and  this  was  es- 
])ecially  noticeable  in  the  days  when  learning  was  monoj)- 
oli/ed  by  the  clergy.  Thus,  it  ha])pened  that  not  until 
the  jjower  of  the  press  became  synonymous  with  general 
education  could  the  art  of  i)rinting  become  the  controll- 
ing power  in  tlie  world  of  business  advertisino-  that  it  is 


to-day.  For  two  hundred  years  after  C'axton  jjrinted 
the  first  poster  in  Kiigland,  in  1  l-HO  -amiouncing  a  set 
of  rides  concerning  Kaster  for  ilie  guidance  of  the 
priests  of  .SaHsbin-y— handwriting  continued  to  be  Hie 
diief  manner  of  advertising.  Sigid)oar(ls  and  |)laeards 
were  thus  adorned  until   printing  became  nmre  widely 


used 


i..M..e 


sv  f)f  si(/i)s  f<)-(hii/. — From    the  crude  lettering 


,...,. 


I  »1    V     II 


e\oi\rd   tli(    niai\(li'Ms  show-cards,   "1 


uu 


IgCI'S, 


poster; 


IIISTOUV  OF  ADVl.KTISING 


bill-boards,  and  electric  signs  of  to-day.  We  might 
even  include  the  ingenious  window  displays  of  the  great 
^Vinerican  depj.rtinent  stores  aud  the  unique  advertise- 
ments of  "llein/'s  .37  A'arieties." 

8.  Earlji  nncspapcr  advertisements. — From  1.j'24 
unlil  a  few  hundred  years  later  pamphlets  were  printed 
in  Europe  at  irregular  intervals.  The  first  one  wls 
produced  in  Germany,  but  France  was  the  lirst  nation 
to  publish  a  newsi)aper  advertisement  of  a  commercial 
nature,  and  this  ai)peared  in  the  Journal  Petit ets 
Klfiches. 

In  the  British  Museum  is  ])reserved  a  (rcrman  news- 
hook  of  l-)i>l  which  contains  a  notice  advertising  a  cer- 
tain book.  The  book  descril)e(l  an  unknown  plant 
wi>ich  had  l)een  discovered  in  a  certain  town.  It  was 
believed  that  such  a  discovery  was  a  warning  of  divine 
wrath  to  wicked  mortals  in  general,  and  the  advertise- 
ment refers  to  tliis  idea,  commending  the  reading  of  the 
book.  Other  early  news..ai)er  advertisements  were  of 
Looks.  The  first  commercial  and  miscellaneous  adver- 
tisement was  i)rinted  in  a  Dutch  newspaper  in  1<)2(>. 
In  dilferent  type  from  the  rest  of  the  pa))er  this  gave 
notice  of  a  sale  by  auction  of  such  articles  as  sugar, 
ptpixr,  ivory,  etc. 

Willi  the  introduction  into  Kngland  in  ir.."»H  of  tea 
from  China,  i^any  ;'.d\(  rtisements  appeared  in  tiie  early 
iie\vsi)apers  commending  the  new  beverage  to  the 
l)eople,  l''ven  In  those  days  all  new  combinations  ot 
food  and  drink  were  recommi'iided  as  a  cure  for  many 
ills,  and  Ibis  was  j)articulatly  true  of  tea,  and  also  of 
eolVee  wliicli  had  been  introduced  a  few  years  earlier. 
Tt  win    be  interestijig  to   note   Hie   following  (piolatioti 

p  -III.,   II. :n     l.i;._I,..,l     tf.     llwi    ci'icnt I'ciit b 

century  and  preserved  in  the  Hritish  Museum.      After 


8 


ADVKKTiSIXCi 


a  (lescnption  of  the  l)cn y  and  instructions  as  to  its  prep- 
aration for  tlie  (Iclicious  hevera<re,  coffee,  with  achice 
as  to  wlien  and  how  to  take  it,  the  handbill  goes  on: 

'J'lu'  quality  of  this  ilrJiik  i\  cold  and  dry.  .  .  .  It  niiicli 
qiiickciis  tlie  spirits,  and  makes  the  heart  lightsome;  It  is  u„nd 
a^^aiiist  sore  eyes,  and  the  better  if  you  hold  y.,ur  head  o\"r  it 
and  take  in  tlie  steam  that  way.      .      . 

It  is  excellent  to  prevent  and  eure  the  dropsy,  gout,  and 
scurvy.  It  is  known  oy  experience  to  hv  better  than  any  other 
drying  drinks  for  ])eople  in  years,  or  childr.-n  that  have  anv 
running  hu;nours  upon  tluin,  as  the  king's  evil,  etc. 

It  is  observed  that  in  Turkey,  where  this  is  generallv  drunk, 
that  they  are  not  troubled  with  gall-stone,  gout,  dro{)sy,  or 
scurvy,  and  th/it  their  skins  are  exceeding  clear  and  white".  It 
is  neither  laxative  nor  restringent. 

Madf  and  .sold  in  St.  Mi.luul'.s  Alhi,,  ia'CornhUl  !>//  Pasqua 
Hoscf,  (it  the  sio-n  ,,(  his  uicii  head. 

From  this  time  on,  with  the  oradually  improved 
metiiods  of  i)rintinn',  tlie  newspaper  heoan  to  he  used 
more  and  more  for  advertising  purposes.  In  1()82  the 
Citij  Mcrcur/f  of  London  displayed  a  list  of  advertised 
articles  (pn'te  as  promiscuous  as  the  cross-roads  grocery 
store  of  to-day.  This  collection  included  among  other 
things  Scotch  coals,  feathers,  masks,  Icath  t,  j)aintcd 
sticks,  (juiljs,  onions,  pictures  and  ox-guts.  Despite  all 
its  imperfections  this  pai)er  foreshadowed  our  modern 
mrlhods.  and  to  th<'  (••lilor,  Mr.  John  Houghton,  hc- 
longs  the  credit  (if  ijitroducing  a  new  era  in  advertisino- 
liistory.  lie  made  it  char,  foi-  tlic  first  time  since  the 
estal»lis!iment  of  the  first  we(kl\  newspaper  in  Kngiand 
in  l»J2-J.  that  the  newspaper  had  otln  r  functions  than 
the  mere  printing  of  current  news. 

9.  I'Jarli/    nczL.s/xijxr   a(fvrrti.\i)i(/   in    .t inrric/i.'    'Hn- 
lir.st  newspaper  venture   iji   the  Colonies   in   ltJ9()   was 


IIIS'i'OHV  (Jl'  Al)M:R'nsi.\(i 


short-lived.  Tiiis  pul)lication,  entitled  Piihlick  Occur- 
rences both  Forciyn  and  Domcsticlt,  avus  siieeeeded  in 
17()-i  bv  the  Boston  Xcks  Lcitcr,  a  weekly.  It  was 
foity  years,  lioweser,  before  this  pajxr  had  a  eireiihi- 
titon  of  .'JOG  eopies.  It  may  be  easily  surmised  that  ad- 
\ertiscnient.s  did  not  ii^ure  lar«4'ely  in  tiie  newspaper 
Imsiness  of  those  (hiys.  Not  until  the  ap})earanee  of 
The  Independent  Gazette  in  New  York  in  1787  did  it 
liecome  evident  that  news})aper  advertising-  was  a  val- 
iial)le  means  of  sprea(Hn^  trade  information.  Tiie  see- 
ond  year  of  its  ^KibUeation  was  marked  by  a  list  of 
thirty-l'our  advertisements.  Before  this,  the  most  eom- 
iiion  advertisements  in  the  colonies,  as  well  as  in  Kn^- 
laiid,  were  announeements  of  runaway  slaves,  servants 
<ir  apprentices,  with  a  full  description  of  their  defects  or 
licauties,  and  the  offering  of  rewards  for  their  return. 
Sometimes  there  were  I'otices  of  a  sale  of  negroes,  and 
ill  the  same  advertisement  {)crhaj)s  would  appear  the 
atiuouncement  that  some  articles  of  dress  and  various 
goods  were  also  to  be  disposed  of.  "Two  very  likely 
iieyro  boys,"  reads  one.  "and  also  a  (juantity  of  very  yood 
Lime-juice  to  be  sold  cheaj)." 

Shi})  arrivals  and  departures  in  these  early  days  were 
fr(.'<iuentlv  a<lvertise(l.  The  following  is  a  good  illus- 
tration of  a  ty|)ical  announcement  of  a  recently  arrived 
cargo.      It  appeared  in  a  Boston  Chronicle  ol'  ■|7(»H: 


.lu-l   iiiijx.rtcil  in  the  Sliip  'I'liaiin' 
tloii,  !)v 


('.■i|itaiii  Watt,  t'i'Diii  I.oii- 


SA\n  1.1.   1  IJ.WKMN 

At  tlio  Sifj;ii  of  thf  Crown  and  lla/or,  Soiitli-ljid,  Doston : 
Hi  >t  lla/ors,  IV'U-Kuivi's,  Sc-issars,  slu'.'irs,  shoe  tucks  and  stanipt 
awl  Ijlndi's,  ti-cth  insfrinnci'ts,  lancets,  white  and  yellow  swords 
and  ^word  belts;  ca>e  knives  and   f'nrks  ;  ink  powder  and  ^ealin^' 


10 


ADVKHTISING 


V 


^vV 


wax,  files  and  rasps;   1 
hrass  ink  pots,  1 


lorsc   rtfains 


iniios    and   nirlinn^   tongs 


lorn  and   ivory  combs ;  whit.-,   vfllow  and  steel 
I.oe  and  knee  buckles;  ^r,lt,  laekered  an.i  plated' coat  and  i.reast 


butt 


ons 


Slli 


iff  1 


)oxes,  and  ;i  few  seeoiul-liand  hats,  ett 


cheap. 


dl 


ver 


N.B.     R 


izors,    pen    kniv 


es    /uid    scissars    ground,    scabbards 


■  ua.ie  for  swords  and  bayonets,  case-knife  and  fork  bl 


at  said  si 


id 


les  made 


lop. 


The  chief  virtue  of  tliese  announcements  was  the 
straiohtforwardness  and  ahsohite  simphcitv. 


10.  licjnmiu  Franklin's  method  of  advertising.— 
liut  opportunities  such  as  exis*  in  the  field  of  udve'rtis- 
ing  could  not  m^  uncultiviited  f 


tile  dj 


or  any  lenoth  of  time 


in 


!iys  ot  iienjamin  Fraiiklin.     Xo 


than  he  how  to  conduct 


one  knew  hetter 


;ui  advertising  campai<>-n,  and 


the  followintv  story  tohl  hy  IvJo-ar  W.  C\)l 

book 

in  the  history  of  advertisin 


cman  m  his 


on  "Advertising  Development"  is  one  of  the  best 


'«•• 


When  r'ranklin  decided  t 


o  publish  Poor  Richard's  Almanac, 
one  of  the  problems  he  had  to  meet  was  the  opposition  of  an 
existnig  almanac  published  by  a  certain  Titan  Leeds.  The  lat- 
ter annual  was  an  established  and  wll-known  institution  and' 


1(1    so 


presente.i  „„  nic/ui  obstacle  in  the  path  of  a  new-corn.  r.      !•  rank- 
lin  decided  that  the  most  sure  means  of  ridding  hims.  If  „f  t 


opposition  was  to  have  Leeds  die,  so  he  kill.,!  him,— not  I. 

brutally  murd.  rous  method,  but   by  the  blandly  scientific  ni'ethod 


us 


)V  anv 


of  the  jirintfd   word.      It   was  t 
custom    for  aln 


lien,  as  t'or  long  afterward,  t 


uanaes    to    prcdiel 
n   went    further  Ij 


come.      Frank! 

tl 

was  to  die  October  17.  \~'M:  but  madi'  it 


neat 


ler 


or 


th 


year 


lie 
to 


this  and   ^ravclv    predicted 
le  death  of  his  de,:„-  f,-i,.,„l  Titan  Leeds.       Ik-  staled  that  Lee.ls 


appear  that  Leeds  1 


iim 


se 


I       while    agreeing   as    to    the    mont 


I   ami    year- 


nelioved 


tl 


le 


.n  1 11.11    II. u(     niMilu   oe   IX'tOlU'r   Nit). 


Of  course'  till  re  h.id  really  I 


leen  no  such  discussion  or 


a"-ree- 


iiisTuuv  OF  ai)vi:rtisi\(; 


11 


,„cnt  and  wlu'n  Fnuikliirs  almanac  up})cari(l  L.cd.s  was  furious. 
He  raved  and  called  Franklin  so  many  kinds  of  a  liar  that  peo- 
ple flocked  to  buy  the  new  uln.anac,  just  to  find  out  what  the 
fuss  ^vas  about,  which,  of  course,  was  just  what  Franklin  had 
hopi'd  for.  He  was  too  wise,  however,  to  spoil  the  ihm>j;  by 
prruiittinfr  himself  to  be  lured  \n\n  any  discussion  of  the  matter, 
but  just  sliook  his  head,  with  a  deprccatiu.,^  smile,  and  let  Leedb 

do  all  the  scoldinfj. 

When  Leeds  brought  out  his  next  almanac  he  called  gleeful 
attention  to  the  fact  that  the  year  ha.l  gone  by  and  he  was  still 
alive,  but  Franklin  was  not  feazed  a  particle.  He  gravely  in- 
sisted that  Leeds  would  never  have  used  such  language  as  had 
appeared  In  tlie  almanac  now  publi>lud  under  his  name  and  per- 
sisted in  his  contention  that  the  prediction  had  been  fulfilled  and 
Leeds  was  actually  and  positively  dead! 

What  was  the  poor  man  to  do  with  such  an  Imperturbable 
adversary.^  He  gave  u})  the  losing  fight,  concluding  to  find 
.M,ne  better  use  for  his  time  and  energy  than  to  s.^rve  as  an 
adverti>ing  puppet  for  Franklin's  u.es ;  and  his  almanac  soon 
passed  into  oblivion. 

IL  Effect  of  industrial  revolution  on  advertising. 
-lint  a(lvcrtisin<r  at  the  cldse  of  the  eighteenth  een- 
tnry  eonkl  not  have  retiehed  the  (honity  of  a  bnsiness 
policy.  It  was  nothino;  niore  thaa  a  eono-lomeration  of 
spasnuxhe  annonneenients.  Its  slow  and  tedions  ad- 
vance was  parallel  with  the  paths  of  ]H-oduetion  and 
(•...isnniption  for  centnries,  hnt  when  tlie  hitter  led  into 
llif  itulnstrial  revohition  at  the  end  of  the  eiohteenth 
,( iilurv  there  Avas  a  new  paee  set  for  advertising-.  Vet 
It  responded  onlv  in  a  slight  degree  eon.i)ared  with  the 
rapid  strides  whie'  the  teehnieal  inventions  permitted 
j)r(idnetion  to  take. 

Vnr  {•(  litnries  the  cr.nsnnier  had  acenstonied  himself 
'(.  the  slow  proeesses  of  hand  ])roduetion.  and  tlie  liahit 
of  mind   so  acquired   was   not    to   he   overthrown   m   a 


/^ 


1" 

1  /w 


.\i)\  i:k'J'Isi\(; 


liioiiU'iit. 


TI 


,^■Ivat   masses  of  the   ])e()j)le  had  to  h 
taunht  to  use,  as  well  as  to  he  iiistrueted  how  to  make 


AVithiu  tl 


le  sjniec  of  a  i(^\\  veai's  tl 


le  new  inaehines  were 


lea)) 


tuniijin-  ,,Mt  oivat  (|iuuitities  of  sta|)le  and  very  e) 
wares.  Tlie  upper  ehisses.  for  whose  use  niost  of  these 
goods  liad  heen  made  hefore  the  industrial  revolution, 
could  no  longer  consume  the  entire  production,  and  the 
nidlions  of  common  peojjle  with  whom  frugality  had 

■ought  at  once  to 
ttle 


so 


Jong  been  a  necessity  could  not  he  hr 
buy.       As  Mr.  Kdwin   lialmer  trul" 


hook,  "The  S 


V  savs  m  his  li 


cience  of  Advertisinj 


^  In  a  nioiii.-nt  tlii^  inacliino  could  ovortlirow  tlio  industrial  t 
ditioiis  of  the  race— hut  tiie  economic  and  the  social? 

Hi 


ra- 


in a  moment  the  industrial  revolution  put  before  tl 


those  thousand  thin^i-s  which  had 


hut  it  was  to  re(]uire  almost 


never  hefore  heen  in  tl 


ic  nulhons 
leir  reach  : 


to  make  t! 
vl 


Kill  reac 


h.     Tl 


an  I'coiiomic  and  social  revolution 


which   now   heeame  so   cheap   that    thev   wer 


le  very  workmen  makino'  the  product- 


e   avaiiahie, 


want   the 


(iKl 


not 


For   too    n 


)een 


iany  cinturles  the  "people"'  had  1... 
forced  and  accustomed  to  consider  the  refinements  and  even  tl 
simple  luxuries  of  life  as  for  the  use  only  of  the  few. 

12.  I'rohlcm  of  the  nineteenth  eentur//.—A^  tht 
chief  question  of  the  eighteenth  century  had  been  how 
to  solve  the  problem  of  production,  so  the  nineteenth 


century  had  its  ju-oblcm  of  raising  the  standard  of  1 
>f  "the   peoi)Ie,"  and   the  conse(|uent  increase  of  con 


ivino 


sumption.     The  force  whicl 


1  was  to  accomplish  this  wa.* 


the  power  of  advertising;  and  in  this  light  we  must  con- 
si(l<r  advertising  as  one  of  the  great  economic  and  social 
factors  which  has  made  for  our  industrial  advancemcid. 
If  we  accept  the  dicta  that  the  j)rogress  of  individuals 
■-■•-"•::-  -o  ::;;.a3;iicu  ijy  liic  ficw  iiccus  ac(juu"e(i,  ad- 
vertising should  be  classed  among  the  chief  means  by 


IIISTURV  OF  ADVLRTISING 


V.i 


i 

I 


f 


I 


wliich  liuniaii  ])r()grcss  lias  made  such  strides  in  the  hist 
hundred  years. 

l.'J.  .iih'crlls'uuj  more  IIkiii  tiic'-r  ])iil)l}cil//. — The  es- 
sential nature  of  advertising-  is  seen  in  the  Tidustrial  de- 
MJopnient  of  the  last  century.  11"  advertisin«r  were 
mere  ])uhlicity  then  we  could  descrihe  its  de\  el()i)inent 
l)\-  recitin;^  the  aehievenietits  of  the  |)rintin<^  press;  hut 
it  is  int)re  than  that,  for  pul)lieity  ends  with  the  making- 
of  an  announcement,  while  true  a(lvertisin<if  bcfvins  at 
that  ])oint.  ^\(hertisin^  seeks  to  coinince  the  i)rospec- 
ti\  e  purchaser,  and  while  it  is  dej)endent  upon  the  print- 
iiio-  press  as  u  ])hysical  a^ent  in  i)ro(lucin<^  residts,  it 
tfcts  its  true  impulse  from  the  economic  conditions  which 
have  given  us  greater  power  to  produce  than  to  con- 
sume. These  conditions  arc  found  in  the  indvistrial  or- 
gani/ation  which  has  widened  the  market  and  scattered 
consumers,  and  in  the  improved  methods  of  communi- 
cation that  have  (piickened  the  i)ace  of  distribution  and 
exchange.  \Vhen  the  true  relation  of  advertising  to 
industry  is  comprehended  it  is  not  diflicidt  to  see  the 
reason  foi-  the  various  methods  employed  at  different 
times  and  ])laces. 

14..  ^iddptation  of  methods  io  eoinlifioiis.-  'Vhus,  at 
various  times,  a  variety  of  advertising  methods  were 
.•ido})ted  to  meet  the  pressure  of  economic  foi'ces  of  con- 
sumption and  exchange.  One  of  the  best  methods  illus- 
tiating  the  progress  of  advertising  is  the  use  of  news- 
l)apers  and  periodicals.  These  mediums  have  re- 
sponded to  the  demand  for  abundant  and  attractive 
notices,  and  for  (piick  and  timely  and  widespread  dis- 
tribution. The  changed  attitude  of  the  newspaper  to- 
w.'ivd  .•i.dvertisino'  is  nlainlx'  seen  })V  coiiiparinir  the  two 
following  announcements.  The  first  is  from  The  Lon- 
don Gazeite  of  KHJG,  which  is  credited  with  being  the 


"In 


14 


A!)\  KKTISING 


first  paper  to  use  the  word  -advertiseinent"  as  a  liead- 

Bcinff  (l-iilv  prcst  to  tlu'  I'ul.II<v,ti,)„  of  IJooks,  Mcdinnrs  a.ul 
-Hht  thinns  „„t  ,,r..(Hrlv  tlu.  I,u.m.u>s  of  u  PajH,-  of  Intrlli- 
^nn-v,  this  is  to  notifir,  ,„uv  for  all,  tliat  we  will  not  .har..-.  tla- 
(-■./.It.  with  A<lv.rti>c.Mu,ils,   uiiks.   tii.v   he  matter,  of  State. 

Co/itrast  the  inditrere.iee  and  liostile  attitude  of  this 
early  notiee  with  the  lolloujuu.  notice  which  appeared  in 
a  l)romit)ent  pai)er  of  the  western  Mnited  States,  an- 
iiouncitio-  tliat, 

The  most  loral  a.lvertisinjr—//,,,^  ;,  the  real  test  of  u  newspaper. 
Its  loeal  a.ivertisi,,^.  is  a  sure  in.lie/ition  of  its   loeal  influence. 

.      •      .      During  January,   1!)1(),  tj,,. ^..^..-j^d  o,)  p^.j.  ,.,.„t 

more  lo.'al  display,  and  durinu-  th,    .nonth  of  Fehnmrv,  30  per 
cent  more  local  advertising  than   any  competitor. 

Surely  advertisino-  has  come  into  its  own  at  h^^  • 
1.).  I'Jarl/f     wnya-iuc     adirrfi.sinf/     in     the  -rl 

A7r//,x  -The  history  of  the  um^imut'S  attitude  is  niuci 
tlie  same,  except  that  it  enipliasi/es  more  forcihiy,  if 
possible,  the  rec-entness  in  which  tin's  new  force  has  en- 
tered the  calculations  ,,.  :>usi?.ess  men.  Harper's  Mr-rj. 
n:j}ic  inserted  its  iirst  advertisement  in  1H()4.  The  Julv 
number  of  that  year  contains  eleven  advertisements,  and 
although  the  cuts  and  the  arranoement  of  the  matter 
are  crude,  nevertheless  some  of  the  '"ads'"  disclose  a 
shrewd  appreciation  of  the  purpose  of  its  composition. 

Some  of  our  modern  composers  of  "reason-why- 
f'opy"  mi-ht  study  witii  muc'^  profit  the  old  advertise- 
nient  then  displayed  of  "the  universal  clothes  wringer." 
Xot  for  a  moment  is  the  reader  left  in  doubt  of  the  ex- 
m usual  specialty— "the  i)atent  cog-wheel  reg- 
And  it  might  be  questioned  if  modern  terse- 


HISTOKV   OF  Al)\  i:UTISING 


l."> 


ncss  and  forccriiliitss  have  j\ally  imj)rovc(l  upon  the 
cl()S'n<^  })ara<^iai)h  of  this  advertisciiieiit.  It  states  that 
"A  ehikl  can  Mrinn-  out  a  tnhful  of  clotlies  in  a  few 
minutes.  It  is,  in  reality,  a  clotJic.s  .saver!  a  time  .sdvcr! 
<ni(l  a  strength  odvcr!  Tiie  niachijie  pai/s  for  itself 
ircrif  //(■ ."  in  tho  saving  of  ••arnientsr  C'onihine  with 
this  a  strong  testimonial  from  no  less  a  person  than  the 
wife  of  lieiuy  Ward  IJeeeher,  dated  in  18(51,  followed 
hy  anotlier  from  the  noted  preacher  himself  dated  three 
years  later,  stating  that  h"  is  "authorized  hy  'tlie  powers 
that  he'  to  give  it  the  most  unqualified  ])raise,  and  to 
pronounce  it  an  indispensai)le  part  of  the  machinery  of 
hnusekeeping."  Is  not  this  sufficient  proof  that  the  use 
nl'  the  psychology  of  advertising  has  not  heen  the  exclu- 
sive possession  of  our  latter  day  scholars: 

l(i.  (rroictJi  of  ma(j(r:inc  advcrti.siug. —  But  Har- 
per's Maga'Jne,  like  Seril)ner's,  which  started  its  "guide 
to  huyers"  in  1872,  did  not  materially  increase  its  ad- 
vertising from  year  to  year  until  within  the  last  twenty 
years.  A  com})arison  of  the  advertising  space  of  Har- 
per's Magazine  of  a  recent  year,  with  th.e  total  space 
gi\en  to  this  feature  for  a  series  of  years  after  it  had 
adopted  its  new  policy  in  18(il-,  discloses  the  fact  that 
there  is  more  space  used  than  for  the  sum  total  of  the 
twenty-four  years  from  18(14  to  1887  inclusive. 

In  1808  the  magazines  were  not  considered  of  much 
\aiue  to  the  advertiser.  There  were  no  figures  to  show 
what  this  value  really  was,  and  no  solicitor  of  magazine 
advertising  existed  in  the  United  States. 

It  is  said  that  the  K.  &  T.  Fairhanks  Company  had 
used  the  largest  advertiseaient  up  to  the  time  of  the  Civil 
War.  It  was  i)ublished  in  the  Nexv  York  Tribune  and 
it  cost  them  .$3,000.  If  this  is  contrasted  with  the  appro- 
priations for  advertising  by  some  of  ''^.e  large  depart- 


^a 


1(J 


ADVERTISING 


*. 


iiifut  stores  of  lo-dav,  it  nill  he 


stxii  how  llic  attitude 


has  dumped  in  respect  to  this  important  factor  In  dis- 


trihiition.     One  hir<re  dei)artineiit  st 


ore  in  C'liicai^o  ap- 


l)ropriates  }<:)()(),()()()  a  year  lor  its  i)iihhcity;  and  there 
arc  several  speeiah/ed  i)!udnets  on  the  market,  such  as 
Uncc(hi  Hisenit.  IJoyal  Hai<ino-  Powder,  (irajie  Xuts, 
l-'airy  Soap,  (inid  Jxist.  Swift's  Ilnnis  and  Haeon,  C'uti- 
cura  Soap,  Sajjoho,  Armour's  Kxliaet  of  livvi'  and 
Ivory  Soaj),  which  are  advertised  in  America  to  the  e.\- 
teiit  of  oxer  h.iif  a  million  doihu's  a  year  each. 

'I'heie   are   aiiout    'JO.OOO    general   advertisers   in   the 


isers. 
a    vcar 


Tl 


icse 


ion 


comitry  and  aliout    KOOO.OOO  loeal  advert 
spend    helween    them    ahout    .'j>2()(),()()(),()((() 
computation  made  in  IDO")  has'd  u])on  an  investinat 
of  the  advcrtisino'  and  circuhitino-  conditions  of  thirty- 
nine  of  the  leading  mon.hly  ma<>a/ines  shows  an  a<f^ 
^rate  circuhition  of  over  1  (),<»()(),()()()  copies  a  month,  ca- 
])al)lc  of   })uttin,o-  an  achertiscmcnt   into  the   hands  of 


gre- 


(•OO.DOO.OOO 


readers:   ai:d   this,  too,  at   a  cost   of  only 
}j<12,()()().  or  Ml  iiie  i-aK   of  h\  o  tliousandl.is  of  a  i-ent  for 
'I'lu    amount    p'l'       ly   the   purchasers  of 


eac 


readci', 


tl 


icse  ina<4a/mes  was   .Sl.-),()0(),()()(),    for   which   thev   re- 


ceived 2.3,()(M)  pa«;cs  of  advertisements  and  liVt 


,000 


of  text. 


pagcj 


I 


n  CO 


i)i])ufino  Ihe  amount  received  hy  the  ])ul)lishen 


it  Avas  found  that  81^.000. <>()(),  or  J^.'i.OOO, 


000  more  than 


ic  raniditv  wi 


th 


came  from  sales  and  suhscriplions,  was  contributed  hy 
the  advertis  s.  This  fact  indicates  tl 
which  advertisements  are  ltec<tmin^'  the  all  imj)ortant 
factor  in  pul»lishinjr,  so  far  as  tJie  maua/ines  arc  con- 
cerned; hut  if  we  accept  tlic  oj)i»iions  of  the  leading 
journalists  we  shall  sei'  I  hat  advertising  is  of  even  more 


importance  in  the  ease  of  wrcklies  and  (hiilies. 

f„ ll.-       V     . 


In  th 


i'l'iii     aiiVtrtiSilit 


iue    oi  len    ouu 


IIISTUKY  OF  Al)\  i:UTI^L\G 


"tiiiRs  as  inucli  as  tlie  recciiits  from  sales  atid  siibscrip- 
Itions,  wliilc  in  the  latter,  tlii'  |)r()i)orti()n  is  even  greater. 
'     One  lar<4e  evenin,^  paper  of  New  York  credits  1)0  per 

I  cent  ol'  its  total  reeeii)ts  to  advertising.      How  recently 
-Ihis  eonditiou  of  affairs  has  arisen,  is  shown  by  the  fact 
thai    thirty   years  ago   the  receijjt:;   from  subscriptions 
^aiid  sales  of  all  the  American  periodicals  exceeded  the 
ladvcrtising  receipts  by   Jj^  11. ()()(),<)()().     Ten   years  later 
the  latter  iuul  overtaken  those  from   subscriptions  and 
sales.     To-f'ay    the   advertising   exceeds   the   other    re- 
leeipts  by  over  it^.'M.CMXKOOO.     Says  Mr.  Hamilton  Holt, 
[editor  of  TJw  I ndcjn  lulrtil : 

No  «o!i(l(  r  tliat  tlic  man  wlin  ivallzcs  the  sifrnificanco  of  all 
these  figurt>  and  th.-  tn  iid  di-oloscd  l)y  tlniii  is  coining  to  look 
upon  the  editorial  department  of  tlie  n.wspaper  as  merely  a 
lueessary  me.ms  of  giving  a  literary  tone  to  the  puhlieation, 
thus  helping  business  men  get  their  wnrcs  before  tlie  pro})er 
pi.ople. — The  tremendous  jjowi  r  of  advertising  is  tlu-  most 
significant  t'lin^-  ahout  mixh  rn  iimrnali-m.  ll  is  advert i^iiii; 
that  lias  eiiahlr<i  the  press  to  outdistance  its  old  rivals,  the  pul- 
pit and  the  jil.-tfonn,  and  thus  hecoiiic  the  chief  .ally  of  public 
(ipinion.  It  has  also  economized  liUMiiess  hy  hiinging  the  pro- 
(liicir  and  consumer  into  more  direct  c(uit;Hl,  and  in  many 
cases  has  actuallv  ai)()li>h<'<l  the  middle  man  and  dnnmner. 

The  efTecl  of  advertising  has  not  beet\  limited  to  the 
pages  of  the  niaga/ines,  but  is  also  seen  in  the  changes 
which  the  organi/ation  of  the  pulilishing  business  is  un- 
dergoing. In  ord(  r  to  obtain  ( conomies  due  to  han- 
dling advertising  on  a  large  scale,  the  t(  ndency  of  pe- 
riodical publishing  is  away  from  one  maga/ine  published 
hy  ofie  liouse  and  low  aids  man\  niaga/.ines  published  by 
Diie  house.  The  amalgamation  of  Kvcnihodn'x  Md'J- 
frJnr  ^vilh  tlu  Hiillerick  publications  is  a  recent 
example  of  this  tcndei»cy. 
IV— i: 


V" 


IS 


Al)\  1:K  TISLNG 


17.  Advcrtislug    and    poahd    inripfs. — A    rclat 


Kin 


ship — wliic-h  is  seldom  considered — iiainelv,  that  hetweeii 


a(lvertisin<»-  and  the  national 


•'overninent  is  growing  to 


be  of  ^-reat  iniportanee  from  the  ])oint  of  view  of  postal 
rates  and  postal  delieits.  The  reeent  alteinj)t  of  the 
^'overnrnenl  to  inerease  the  rate  of  posta<>e  on  see'  <\d 
chiss  matter  lias  hron,<>ht  ont   the  faet  tiiat  tlie  cost  of 


maiis   eanno 


t   [ 


)0 


c-aiTyini;'   the   ma^'a/ines    through    (ii 
considered  entirely  apart  from  the  effect  which  the  ma^r. 
a/ines    liave.    throiiiih    thtir   advertisements.    u])on    the| 
creating  of  first-class  mail  business. 

-iVs  an  cxamj)le  of  how  advertisinj^-  creates  a  demand] 
for  posta^-e  stam])s,  the  case  of  a  lar^-e  mail  c^-der  I 


louse 


niav  be  ci 


ted. 


'On 


r  nusiness. 


savs  the  presu 


dent. 


IS 


derived  entirely,  cither  directly  or  indirectly,  from  our 
magazine  advert isinn'.     Durino-  the  year  liX)!)  avc  paid 
tile  post  office  dijiarf ment,  for  carryin<4-  our  first,  third | 
and  fourth  class  mail  matter,  tlie  sum  of  S  1.:}:{,-J t2. 

Atiother  example  is  furnished  by  the  manufacturers | 
of  a  medium  jiriced  shoe  whicii  is  sold 


f 


Ov  a  numlier  o 


c  nia<i-aziiiesl 


retail  stores   throunhont    the  country.     Th 
ere  used  to  /rain  a  national  publicitv  for  the  mnnh  audi 


ncKlcntalh 


the 


to    brino-    buyers    into    these    stor 
home  laetory  was  mentioned  as  bein^-  willinu-  to  fill  or- 
ders by  mail,     'riiiis  a  hn<^e  correspondence  was  built 


up,  of  which  the  axcrMu'e  annual 


increase  alone  during 


the  last  three  years  in\<i|\((l  -JCf.OOO  jjrst  class  letters 

niinimum  postage  of  ><.'). -JHO. 


Another  bio-  posla^'e  bill  was  Ii 


ieun-((l  ineidenfallx 


a  soa|)compan\  which  used  a  |)a,uc  advei-tisemeiii  m  one 
maua/inr  oik  tim*  .  This  biounlil  more  than  .'{<»,(»()()  let- 
ters. The  tiisl  cImss  postaL;c  on  these  and  the  answers 
to  them  an-ure^afed  more  than  $!»<)(».  'I'lie  cliaruc  for 
cariyin^  that  jiagi'  of  advertisirm  throu«)|i  the  mails  at 


V 


IIISTOHV   OF  Al)\  KUTISINC 


10 


the  s(?cotul  class  rate  was  about  ^I'JO.  Tin's  shows  what 
a  lar^e  jxjrociita^c  of  the  first  class  [)osta;i^-e  sales,  out  of 
which  the  postal  (iepartmciit  claims  to  make  up  the  deti- 
cits  (lu-  ^^o  carrying  periodicals  other  than  daily  news- 
|i;tpei's  is  caused  hy  ma^'a/iue  advertising-,  directly  or 
iii(Urectly. 

'i'he  different  sources  of  stamj)  huyiii<4'  created  !>'■  *.iie 
iiiu^a/ine  ])uhlisher  may  be  outlined  as  follows: 

(.'opv  from  advertiser  to  })uhlisher. 

Proofs  i'rom  pu!)lisher  to  advertiser. 

Hills  from  [)ublisher  to  advertiser. 

Remittances  from  advertiser  to  publisher. 

.Vnswers  from  readers  to  advertisers. 

Letters  from  advertiser^  to  readers  (sometimes  three 
or  four  follow-up  letters). 

Orders  from  readers  to  adxertisers  (in  many  cases 
containing  postal  money  orders). 

Mailing  of  goods  from  ad\ertisers  to  readers. 

Hills  from  publislu'r  to  subscrii)er. 

Kemittances  from  subscriber  i  <  publisher  (in  many 
eases  by  postal  money  order). 

Letters  soliciting  subscriptions. 

Premiums  to  suiiseribers. 

Miscellaneous  correspondence,  etc. 


V" 


CILM'TKU  II 


I'SV(  nOIAK,      OF  ADVERTISIN(i 

IH.  rnjuholoyii  difnii'd.  Mention  tlic  term  psychol 
();4'v  lo  the  avera<rc  Ixisincss  man  and  you  at  once  arouse 
his  suspicions  of  your  ri>4ht  to  discuss  a  business  propo- 
sitiots.  lie  will  he  apt  to  think  that  your  intercstii  per- 
tain more  to  a  sphere  lyin<if  somewhere  between  the 
study  of  theolony  and  the  "hiack  art."  Your  general 
appearance  might  helj)  him  to  decide  to  which  extreme 
you  were  the  more  closelv  allied,  hut,  at  anv  rate,  the 
world  of  business  would  not  be  thought  a  place  for  your 
most  effective  usefulness. 

This  })rejudice  against  the  word  is,  however,  easily 
explained,  liecause  of  its  original  meaning,  which  de- 
fined it  as  tlie  science  of  the  soul,  and  because  in  the  mid- 
dle ages  and  later,  every  abnormal  action  of  the  mind 
was  discussed  in  its  name,  the  science  of  ])sychology 
has  been  closely  associated  with  all  the  fri-ak  (>r  ab- 
struse "theories,"  that  have  puz/.led  the  thoughts  of 
men  from  tl-.e  time  of  Aristotle  t(;  that  of  Hcr^son. 
lint  recent  methods  of  scientitic  investigation  and  the 
widem'ng  of  the  sphere  of  knowledge  have  enabled  us 
to  assign  a  very  practical  meaning  to  this  classic  term. 
It  is  nothing  more  or  less  than  a  study  of  !lu'  mental 
])roccssc,s  as  \\v  oltscrvc  tJKrn  in  ourselves  and  in  those 
about  us. 

r.t.  Advcrliscrs  r/.v  pst/rhohn/isfs.  'I'hus  interpreted, 
psychology  becomes  tjic  practical  study  for  the  business 
man  ami  iiic  adNcrlistr,  each  oi   whom  arc  (bh'>cnt  stu- 

iiU 


PSYCHOLOGY  OF  ADVERTISING 


21 


dents,  of  llie  effect  of  one  ])ersonaIity  with  goods  tor 
Side,  working  upon  another  personahty  with  wants  to  be 
satisfied.  Specifically,  the  advertiser  wishes  to  know 
to  what  extent  tiie  ])ul)lic  is  willing  to  respond  to  his 
[advertising.  It  would  aid  him,  tiieref'ore,  to  know  tiiat 
tlie  human  mind  is  mneli  more  mechanieal  in  its  actions 
than  it  was  once  generally  supposed  to  he,  and  that  tiie 
way  certain  things  iniprcss  the  mind  can  he  ascertained 
with  great  exactness. 

The  functions  of  interest,  attention,  emotion,  reason 
and  siiggi'stion,  are  all  dependent  u])on  well-known 
laws  of  the  mind.  Hence  it  is  important  to  know  how 
each  of  these  funetio?is  may  he  utilized  lo  the  advertis- 
er's advantage  or  profit.  Furthermore,  it  's  known 
that  certain  colors,  forms  and  tones  have  a  like  effect 
upon  the  majority  of  people.  Certain  combinations  are 
l)leasing  while  others  are  not — they  may  even  be  rejiMl- 
sive.  The  advertiser  who  takes  advantage  of  these 
iiietital  prejudices  increases  the  power  of  his  advertis- 
iiig.  lie  knows  how  to  approach  the  buyer  by  moving 
along  the  lines  offtring  the  least  resistance  to  the  lat- 
ter's  mental  prejudices. 

It  is  not  necessar\  that  the  advertiser  become  a  pro- 
fessional psychologist.  He  is  not  primarily  concerned 
with  the  study  of  the  causes  of  all  tiie  mental  phenom- 
ena. What  hi'  should  be  interested  in  consists  of  the 
results  of  the  psychologist's  investigJitions  and  discov- 
eries, which  show  him  n\  hat  hal»its  of  the  mind  can  he 
I'clicd  upon  lo  finthcr  his  business  policies. 

•JO,  It'll  II  I  lie  iitid  <ij  Ihc  si  ml  II  of  psi/cliolof/ii  iirose 
ill  aiJvcrtisiiiff.  '1\h-  necessity  oi'  studying  mankind  m 
the  iiiMss  has  aristii  as  a  result  of  tlie  same  iconomic 
eiiiinnt  s  tliMl  bM\('  coiiipeilrd  the  biisiness  man  to  stu<ly 
means  n I  producing  on  a  large  scale  and  transporting  iti 


22 


Al)\i:U'IISL\(i 


hulk.  The  nianuf'aeturcr  (-f  a  ci'ntury  ai^o  produced  a 
few  articles  lor  a  small  market.  He  knew  his  custo- 
mers. It  was  easy  to  sell  because  he  knew  iiis  man ;  ad- 
vertisin^r  was  a  simple  tiiino-.  JJut  as  the  markets  for 
his  ^•■>()(ls  were  extended  and  it  became  necessary  to 
pr(i(hi..'e  ^reat  <iuantities  of  ;^'oods,  he  discovered  that  as 
a  basis  for  seHin<^"  his  "(jods  lie  could  not  rely  u[)ou  his 
])ers()nal  knowledge  of  each  individual  customer.  He 
therefore  set  to  woi-k  to  discover  a  means  of  reaching 
man  in  tlie  mass.  He  changed  from  a  student  of  per- 
sonal whims  to  a  student  of  universal  prejudices.  It 
was  no  longer  a  (jiiestion  of  selling  to  Friend  Smith,  but 
how  to  get  at  the  Smiths  in  general  without  knowing 
any  of  then*.  .Vt  this  point  j)syc}iology  comes  to  the 
aid  of  the  business  man.  Jiy  disregarding  the  indi- 
vidual peculiarities,  it  shows  that  there  are  certain 
standards  to  which  the  business  man  can  conform  as 
readily  in  advertising  as  in  ))ro(luction.  These  stand- 
ai'ds  relate  to  habits  and  feelin.gs,  and  are  determined 
bv  discovering  what  ways  of  tliinking  and  acting  are 
common  to  the  mas.-,  of  mankind. 

The  problem  that  confronts  the  acKertiscr  grows 
more  and  more  complex  as  the  market  extends  and  the 
number  of  advertisements  increases.  He  has,  there- 
lore,  !iot  only  to  devise  means  of  reaching  large  num- 
hers  of  people,  but  of  a|)|)ealing  to  them  in  such  a  way 
that  his  "ad"  will  not  only  he  read,  but  read  iii  prefer- 
ence t(»  nudtitudes  (<f  othei's.  'I'he  means  by  which 
markets  are  reached  wid  be  treated  of  later.  It  is  with 
this  lattei'  pioblem  that  Msycliology  chietly  deals. 

21.  .t/)/tt(il  fo  tilt'  sense  of  .svV////.-  PsychologN 
leaches  us  that  our  think'ng  is  inthienced  primarily  by 


'  ^    ,">       I  i  I « t  ! 


I  1 1  I  I  V-  « « ■ 


SiiiCe 


these  images  must  I'ome  to  the  mind  through  the  senses 


rSYCilULOGV   OF  ADVKKTISING 


gfJ 


it  is  iiiipoi 


■tant  to  know  wliieli  of  the  live  senses  is  the 


most  I 


,t  protitable  to  ai)i)eal  to,  and  having  decided  this, 


w 


hat  methods  of  ai)i)eal  are  the  most  etfeeti\e  in  stamn- 


nt 


1.     It  needs  no  extended 


n 


iiio-  the  ima<>-e  ujjon  the  mi 

proof  to  show   that   modern  advertising  must  dei)end 

eiiiefly  ui)on  the  sense  of  sight. 

'22.  Illii.slnUion  oj  an  appeal  to  the  sense  of  sight. — 
1  have  before  me  a  i)oster  advertising  the  annual  auto- 
niol)ile  show  in  Madison  S(iuare  Garden.     As  my  '\ve 
wanders  over  the  siieet,  1  sec  the  details  of  the  picture— 
the  men  and  women  grouped  alxnit  the  automobile  ex- 
liil)its.  the  decorations,  the  Hying  banners.     1  turn  my 
t  yes  away  from  the  poster  and  in  n)\   imagination  see 
again  the  variegated  Hags  and  st'eamers,  the  smartly 
dressed  crowds  and  tiie  deej)  reds  and  blues  of  the  auto- 
mobile   decorations.     Tiiis    reproduced    picture    is    the 
image  of  the  original  one  and  is  (piite  similar  to  it.     It 
is,  in  fact,  a  mental  facsimile.     If  1  had  never  been  to 
a  show  of  this  kind,  nor  to  a  circus,  nor  to  a  horse  show, 
iKu-  to  similar  demonstrations,  my  mental  image  might 
hr  limited  to  the  story  as  told  in  the  ])()ster— but  1  have 
l.e(  n  to  such  i)laces,  and  as  again  1  go  over  the  picture  in 
my  mind,  1  hear  the  call  of  the  "barkers,"  the  nervous 
'-uml)le  of  sounds  and  noises,  and  above  the  roar  sud- 
denly break  the  strains  of  "Hail  to  the  Chief!"     1  can 
Uv\  myself  pusbin.«>-  and  straining  forward  in  the  crowd. 
I  lecail  myself  fo:  a  m«nient  and  find  that  I  am  actually 
nushino-    auainst    the    table    at    which    1    am    writing. 
A-jain    I   hear  the  good-natured   raillery  that   keeps  a 
crowd  in  a  happy  franu'  of  mind.      Across  the  bn.ad 
•rack  comes  the   parade:   horns  are  tooting.   Hags   arc 
uaviug.  men,  women  an<l  children  in  motion  and  wihl 
..\ i: :,..,>••,. iicl\  Vo.'iin    I    s;biit    of! 

but  mv  attitude  toward  the  com- 


at  llMliI  I  l<  M  I      111  ^_      .>■  ■ 


ses    ■    the  mental  panorama 


S4 


ADVKK'J'ISIXG 


ing  s'liow  is  difFcrciit— I   feel  lik 


ve  "•oiTi"'. 


T 


1 


-  o (-.•      -.Ins  second 

mental  picture  is  \ase.l  upon  the  first  but  it  is  far  ditt'er- 
ent  ,n  context.  It  is  a  new  creation  made  up  of  a  num- 
ber (,t  images  wiiieh  did  not  come  into  mv  experience 
througli  the  eye  at  all,  Imt  wliich  at  various  times  in  the 
past  have  come  as  images  thn.ugh  the  sense  of  touch, 
(motor  imagery),  or  by  way  of  tlie  ear,  producing  an 
auditory  image.  Such  an  ensemlik  „f  images,  repro- 
duced irom  the  poster  and  produced  from  mv  own 
memory,  is  the  type  of  mental  image  c<.mmon  "to  the 
mass  of  mankind. 

Tile  majority  of  men  produce  their  own  mental  pic- 
tures by  pouring  their  own  experiences  into  the  image 
suggested  by  the  advertisement.  Orators,  artists,  ac- 
tors and  writers  have  always  recognized  this  power, 
and  their  success  in  moving  their  audiences  has  dei)ende(i 
m  large  measure  upon  their  abih'tv  to  suggest  just  so 
much  of  the  picture  as  they  wished  their  audieiices  to 
reproduce,  and  in  such  form  and  proportions  as  to  direct 
the  imagination  in  producing  the  tinal  and  completed 
mental  image  in  harmony  with  the  desires  of  the 
sjjcaker  or  writer. 

2:}.  Impoiinnve  of  appeal  to  i»ia</inafi<jn.~U'  the 
fmiction  of  the  imagination  ended  here,  there  would  be 
httle  j)ractical  importance  in  its  discussion  from  the  ad- 
vertiser's point  of  view,  l)ut  such  is  not  the  case.  The 
imaginalion  is  the  instrument  of  realitv.  The  adver- 
tiser should  be  inlerested  in  the  display  of  his  goods  only 
so  far  as  they  affect  men"s  imagination.  The  aeriial 
goods  are  ucwr  present  to  the  senses  for  more  tlian  a 
lew  moments  at  a  time,  but  in  the  imagination  thev  may 
'h-    I'resent    for    years.      'IMie    best    ^'reason-whv-copv*' 

"^   '•'■'^  -.;,:;-;iiiariic  ii   iiiaii  s  iiesi   tillllking  was 

contingent  upon  eonti.uiai  a, hi  actual  ^ense  sin  uihWm. 


1^^ 


rSV(  IIOLOGY  OF  ADVKH'l'ISINC; 


»5 


I 


The  best  thiiikinnf  concernin<r  the  advertiser's  wares  is 
(lone  after  the  disappearaiiee  of  the  ohjeets,  or  the 
"copy,"  which  displayed  them.  Furtlierniorc,  the  very 
results  for  which  the  advertiser  spends  so  much  time  and 
lunney  are  dependent  u'pon  the  imaf>;ination.  ^Nlan's 
everyday  activities  are  controlled  hy  it.  He  imau;ines 
iir  constructs  a  possible  environment  for  certain  lines  of 
(•(.nduct.  His  first  impulse  is  to  follow  this  mental 
image. 

When  I  imagined  myself  in  the  crowd,  pushing  and 
shoving,    I    discovered  that    1   was   in   reality   pushing 
Mgainst  the  table.     Jf  you  doubt  this  tendency  to  give 
motor  expression  to  an  imagined  line  of  conduct,  try  to 
iniugine  the  jjronunciation  ol'  the  word  '"jmc,"  and  then 
notiie  if  there  is  not  a  niuscidar  contraction  of  the  lips 
pivparatory  to  its  utterance.     The  advertisement,  there- 
Inrc,  that  can  arouse  the  imagination  has  gone  a  long 
way  toward  producing  the  motor  movement  that  con- 
\iys  the  cash  from  the  customer's  i:ocket  to  the  till  of 
the  ad>ertiser.     ^V  good   advertisement  must   show  it- 
self capable  of  moving  both  the  judgment  and  the  emo- 
tions, but  it  must  do  this  through  the  imagination,  since 
hdth  are  closely  related  to  the  images  which  are  gathered 
up    by    the    mind.     Therefore    a    knowledge    of    the 
iiK  thods  whieli  are  available  for  the  advertising-man  in 
irder  to  ])roduce  an  "ad"  that  will  stimulate  the  imagi- 
nation is  of  lirst  importance. 

24.  Txco  impurtaut  jxtints. — -Uegarding  the  imagi- 
nation then  it  is  important  to  remember  that:  1.  The 
(luM-e  eoneretely  the  advertisement  presents  the  situation 
to  the  mind,  the  surer  it  is  of  impressing  the  judgment 
with  the  reality  of  its  existence.  '2.  The  subject  mat- 
Icr  should  appeal  lo  as  itioaii  a  iiiiO  oi  imiiuiii  iXpe- 
rietiei  as  is  in  keeping  with  tlu'  purpose  of  the  advertise- 


I 


26 


ADVKUTISING 


J 


iiu'iit,  for  tlu'ii  the  new  iiim,u,e  will  eall  into  aetivlty  the 
store  of  images  ai.eady  in  the  niind. 

25.  Ulii.slrafioii  of  Ihc.si'  principles-.-  -'llwsv  two  jjroj)- 
ositions  may  he  ilhistrated  as  they  apply  in  general,  and 
then  as  they  pertain  to  the  field  of  adsertising-  in  par- 
tienlar. 

Keeently  a  eireular  eanie  to  my  desk.  Jt  wishes  to 
enlist  my  symi)athies  in  a  movement  for  the  prevention 


.'Itv    t( 


ds.      It   h 


tahk 


hieh  show   th 


ot  eruelty  to  animals,  ii  has  lanies  wnieii  snow  uie 
nnnd)er  of  animals  that  are  killed  daily  in  New  \'ork 
City.  It  has  statements  in  regard  to  the  eti'eet  of  this 
n])on  the  ehildren  who  nuist  continnally  ohserve  the  snf- 
ferin^  of  injnred  horses  and  other  animals.  It  eon- 
tains  varions  items  and  ahstraei  tii>nres  and  "eneralities, 
Compare  this  now  with  llohert  Burns'  po'^'n  "To  a. 
Mouse." 

Wi'o,  slcH'kit,  cow'riir,  tiiiTrous  htustie, 
Oil,  wliat  a  panic's  in  thy  l)ri'a>tic! 
Thou  lU'cd  !ia  start  awa'  sac  liasty 
Wi"  l.ickcrino-  l.rattir! 
I  wild  hf  laith  to  riii  anil  cliasc  tlice, 
Wi'  niui'd'rin;;-  pattlu ! 

Here  the  situation  Is  eonerete,  ai;d  wliere  we  cannot 
see  or  feel  or  reason  ahout  HO. 000  sutferinf^'  eats,  we  ean 
easily  form  the  ima^e  of  one  little  timorous  mouse  with 
its  actions  and  emotions.  But  th^^  ])oet  does  not  waste 
the  ])ower  of  his  imaoi'  after  once  creatinu;  it,  for  when 
he  completes  the  ima^e  of  "mousie"  with  its  ruined 
home  of  "wee  hit  heap  o'  leaves  and  stihhle,"  he  asso- 
eiati's  it  all  with  the  hroad  human  experiences  of  ilisap- 
poinlment  and  sori'ow. 

l]ut,  nioiisic.  thou  art  no  thy  lane, 
In  proving  forosiglit  may  Ijc  vain: 


i 


rSYClIor.OGY  OF  ADVI.UTISING 


Tlu'  l)i>t-l;u(l  scliniu's  o'  mice  ;uul  iiifi 


(Janti-  aft  a-ifk-v 


.'  5 


An' 


loa  f  us 


nou'flit  but  grit-1"  an   pain 


l'\)r  j)r()nii^L(l  j»v. 


The  poet  has  now  e:;tahhshe<l  a  hond  of  sympathy  he- 
twceii  '-niousie"  and  inc.  The  emotions  have  been 
aroused  tlirouoh  tliis  aet  of  the  iuiao-ination.  I  have 
treated  an  environment  for  the  mouse  witliin  wi  h  he 
is  safe,  heeause  the  man  of  K^nius  knew  liow  to  present 
the  situation  and  how  to  rehite  it  to  the  correct  human 
(.xperiences. 

'2(k  Illustration  afi  applied  to  advert is-in(j.—Uo\v  the 
apphcation  of  these  principles  in  the  tiehl  of  business 
htromes  a  recpiisite  for  suecess  mioht  be  ilh.strated  by 
reference  to  any  special  busii'css  activity,  but  it  is  our 
purpose  to  show  it  in  reference  to  advertising-. 

Mr.  Lorin  F.  Deland,  in  his  book,  "Imagination  in 
Business,"  relates  the  following  incident:     A  large  rug 
eoneern  suddenly  found  itself  in  a  critical  i^sition  tinan- 
eiallv.     An  abundance  of  oriental  rugs  was  at  hand  but 
nionev  was  needed   at   once.     A  sacrifice  sale   of  the 
smaller  rugs  was  suggested.     They  wer.-  to  be  sold  at 
a  reduction  of  about  (JO  per  cent,  an  actual  loss  of  i?l.) 
to  ^20  per  rug.     This,  it  was  thought,  would  insure  the 
movement  of  a  thousand  rugs  at  retail  within  one  week. 
Tile  firm  was  going  to  rely  upon  the  price  to  sell  the 
noods  without  any  further  attemi)t  to  influence  the  nund 
,,r  the  customer.     But  how  much  mental  stimulus    is 
there  in  the  announcement-- 'A  (Ireut  SaeriHce  Sale  ol 
Oriental  Hugs!  (>()  per  cent  ofi'  if  soM  within  the  next  (W) 
daysf'     The  necessity  of  the  case  demanded  that  some- 
tiiiuLr  more  be  done.  "  Ik-sides,  no  experienced  advertis- 
in.^  man  would  have  ho])ed  for  a  sale  of  more  than  -ii)«» 
rulrs  as  u  result  of  such  advertising.     It  isn't  the  price 


ADVKUTISING 


tliat  makes  an  "ad"  strono-.  ]t  is  tlie  reason  for  tlie 
priee.  and  reason  works  l)esl  for  the  advertiser  when  the 
j)rosi)eetive  eiistonier  is  oivfn  ;i  conerete  univ^e  to  think 
ahoiit  and  is  direeted  to  assoeiate  it  with  experiences  of 
liis  own  tliat  strengthen  the  desire  to  l)uy. 

After  consnltation  with  their  advertising)-  cxijcrl  the 
firm  (ieeided  to  adopt  a  plan  invoh  in^-  these  prineiples. 
'VUr  phui  jH-ovided  for  the  insertion  in  each  of  the  (hiily 
])ai)ers  of  a  faesin-.ile  of  a  one-dolhir  hill  made  ont  in  the 
name  of  the  firm,  to  he  n(,(,(i  |',,i-  tjie  next  six  days  if 
nsed  in  hnyin^'  any  oriental  ru.!--  at  their  store.  Al- 
thonoh  crnde,  this  imitation  one-doHar  note  was  eonerete, 
and  it  served  to  estahlisli  an  imaoe  that  was  assoeiated 
l)y  all  the  emotions  aronsed  hy  the  possession  of  a  real 
doHar  bill.  1|  was  just  at  this  point  that  the  genius  of 
the  athertiser  sliowed  itself,  for  he  had  relied  npon  a 
very  Imman  attrihnte— the  inaJ/ility  to  throw  away  an 
el' inent  of  value.  Therefore,  the  peo])]c  into  whose 
hands  this  advertisement  fell  found  it  as  ditlieult  to  let 
the  imitation  hill  ^o  umised  as  though  it  had  heen  real 
monev.     Sa\  s  Mi-.  Deland: 


I 


It  sccins  iiK'n'(Iil)lc  now.  fm-  the  (•\))(M■iln('Il^  w;is  not  tried  In 
:i  l;ir<fe  city,  yet  witlnii  Hirer  (tiy.  t!ir  volume  of  rurrs  sold 
.■inio-inted  to  the  larnvst  tola!  yearly  discount  limit;  In  other 
'vords,  tlie  jrrcatest  dlsc-ount  '/iwn  to  .any  retail  liousc  If  tlio  vol- 
ume of  Its  sales  In  one  year  could  he  made  equal  to  tills  total. 

Tlu  anticipation  id'  1,000  ru>j:s  \va>  far  exceeded  In  the  pcr- 
fonnance.  and  the  wiek  eridid  with  sales  of  1,()()()  ru;.rs.  On 
these  there  had  l)een  a  total  discount  of  .^l.GOO,  with  hut  little 
r.iore  tlian  {lu  cuNtoniarv  daily  amount  of  advtrtislng,  and  a 
complete  savino-  of  the  lar-v  sacrifice  which  liad  at  first  scianed 
io  the  firm  !o  he  irievilaiile.      ...       If  instead  of  ,<rlvinn;  the 

ly    had   taken   $1J2    off 


tniver  S  I    t( 


trd  l)i> 


purcliase   moiiev 


lie    rii<^ 


tl 


lere     nil 


-iht 


ave 


Deeil 


-Id. 


perhaps.    ^200    of   those 


i 


I 


i'SY(  iini.ociv  or  advkh  risiNc; 


29 


H 


III 


i)V  ni.i 


kiii<r 


r  otu' 


■twelfHi  as  fjood  n 


n 


ni"'s — scarrilv  hkh'c. 

,,tIV,-  i„  ,1  n...n'  iiua-iuativ.  r..n„,  tluv  ^old,  not  200  rugs,  but 

l.liOO. 


•J'/ 


_..  Jpjndl  to  pnvu.lin!/  form  of  mcuUd  imagcn/.— 
Tlic  two  principk's  piTtainiii-A-  to  coiicrctf  illiistr;iti(ms 
and  I,)  iclaUd  ima^res  slumhl  1)l-  suj)plcnunt((l  in  \miv- 
liral  a.lvi  rtisin^'  by  a  {'onsidfration  of  two  oilier  iinix-r- 
lant  HRutal  traits."     Kadi  normal  individual  is  endowed 
with  the  "live  senses,"  ami  it  is  through  these  that  the 
mind  <,^ets  its  i)ereei)tions  of  the  ontside  world.     Investi- 
nalions  have  siiown.  however,  that  men  differ  in  their 
ability  to  form  mental  pictures  dependent  upon  tlie  eye 
,„•  the  ear  or  upon  any  one  of  the  senses.     Some  easdy 
recall  images  of  situations  which  they  have  seen,  while 
(itbers  find  it  easier  to  imagine  the  sounds  or  the  taste 
(•r  odors  that  gave  rise  to  the  original  mental  impression. 
An  advertisement   which   appeals   to   the   })revailing 
form  of  man's  mental  imagery  is  more  readily  welcomed 
than  one  which  compels  him  to  bring  into  action  those 
mental  images  which  are  weak.      I  f  t  he  makers  of  break- 
fast food  or  biscuits  were  contined  in  their  advertising  to 
appeals  solelv  to  the  sense  of  taste,  they  woukl  be  much 
Irss  effective"  than  the  rapid  growth  of  their  factories 
leads  us  to  suspect  they  have  been.     How  inadequate 
would  the  following  i)hrases  taken  from  a  "biscuit  ad" 
seem  to  a  person  who  hal)itually  us-d  visual  images  in 
his  thmking!  -"Lemon   Snai)s— A  touch  of  sweetness 
and  the  Ikivor  of  lemon  make  them  a  universal  favorite." 
■Zu  Zu  Ginger  Snaps    -xV  spicy  combination  of  ginger 
and   sugar-cane   molasses."     "\"anilla   ^Vafers— A   fa- 
xorite  with  all.     Delicious  little  cookies  that  fairly  melt 


on  tile  tonu'ue. 


W  itijiscri 


1  1    v. 

I itii  i 


I  em 


idii 


.-.-.■U- 


ter,  cue 


losin; 


lav 


er  o 


f  rich  creamv  sweetness. 


.  () 


;3(» 


ADVKUTISIXG 


IM 


|)C()j)le   wlio    have    a    stion^-   yustatory    imagery    these 
j)hi'ases  will  ai)|H'al  strongly. 

lint  the  a(I\  ertistr  knew  ihat  thei'e  are  more  j)eoj)le 
who  think  hal)itnallv  in  terms  of  visual  images  than  all 


tl 


>l< 


II( 


le  other  modes  ol  mental  imagery  eo?nl)ine(l.  Ho 
theref(M'e  -uhled  to  eaeh  ol'  the  ahove  pi i rases  heauti Cully 
eolored  pietiii-es  showing  rieh  hrowns.  creamy  yelhiw- 
iHss  and  tlak\  erispness  so  vividly  that  few  peoj)le  eonld 
go  iinmo\t(i  if  hroMght  within  ]"ange  of  the  appeal. 

A  verv  imi)ortant  prohlem,  then,  for  the  advertiser  to 
solve  is  the  stleetion  of  the  most  aj)propriate  sense 
[)ercepti()n  through  wliieh  to  make  his  appeal. 

28.  Illiisfrfition  of  choosing  proper  incUiod  of  <ippC(il. 
— In  order  to  aeeom|)lish  different  j)urp()ses,  different 
forms  of  imagery  must  he  used.  It  took  a  genius  to 
])ro(luee  an  advertisement  so  forceful  and  so  suhtle  in 
its  appeal  to  the  emotions,  as  the  ])icture  of  the  phono- 
graph w  ith  the  little  dog  sitting  hefore  it  with  that  (piizzi- 
eally  expectant  tilt  of  his  head  and  ears  as  he  listens  to 
his  master's  voice.  'J'he  image  of  a  talking  machine 
that  would  he  most  efl'ecti  c,  naturally,  would  l)e  an 
auditory  image.  A  ripnsentatix f  that  merely  called 
uj)  a  \  isual  image  of  a  phonograph  would  have  little 
emotional  effV'cf.  Hut  the  sticngth  of  tiie  advertise- 
mi'ut  nsts  iiot  alone  in  its  ap|)eal  to  the  auditory  sense, 
hut  in  its  pow(  r  to  associate  the  xoii'c  with  the  image  of 
a  person,  and  \\ith  it  the  craving  desiri'  for  the  j)resence 
of  an  aliscnl  friend.  Any  atli'mpt  to  add  a  fuiiher  rea- 
Min  wliy  you  siiuiild  j)osscss  a  phonogi'aph  would  ha\e 
vMakenrd  the  force  oi'  the  ad\  i  it  iscment.  'I  Ik  com- 
[»oscf  of  the  ad\  tit  isciiiciit  had  a  piiipuse  and  hi'  sc- 
|(  ctcd  the  righl  stiisrs  to  \\  hieli  to  make  the  appeal.       I  le 

wlittkitiwi      lu-lf)ri>     \\\^      I  )i -I'l  ( t>'i  1 1  ■!  I  li  •/ '     rfviitti-il      III      MM'it      tlu> 


actor  wiiiilil  l(  I'll,  ""tt  aiiiiL;  the  |iass!(iii  to  tatters 


l'SY(  HOlAHiV   OF  ADVERTISING 


31 


.:i 


•20.  Avoidfincc  of  craggcration  and  uiiplia.sautncss. 
—An  iiiiportant  con.lhuy  \n  the  lovv^rohu^  principle  is 
ilKit  cxuKUvratioii  should  be  ^rc-ncrally  avoi.led  in  c.mi- 
nurcial  advert isinjr,  but  more  esi.eeially  in  connection^ 
uiili   certain  classes  of  emotions.     If  some  classes  of 
■  In.inv  a.is"  have  succeeded,  it  is  due  to  other  <iualities 
than   the    jov  evoked   by   their  exa^^^rcration,   althounh 
ve  are  prone  to  overlook  api)arent  attempts  to  arouse  a 
lau^di  Avhere  we  would  resent  an  cxaK^^erated  and  evi- 
,k  Id  attempt  to  move  us  to  tears.     People  ^^enerally  ap- 
proach an  advertisement  in  a  critical  or  at  least  a  dor- 
mant or  unsvnii)athetic  attitude.     Theretore   the  tirst 
...notion  appealed  to  should  he  one  of  i)leasantness.     If 
tlu'  subject  does  not  lend  itself  readily  to  such  presenta- 
tion, th'en  the  arrangement  of  the  advertising  matter  it- 
self must  furnish  an  agreeable  ai)i)roach. 

;{().   rnivirsnl   slgnljicamr   of   /•/;///////).— Science  has 
shown  us  that  rhvthm  in  one  form  or  another  is  found 
tlu-ouuhout    the    Imiverse.     The    peri.Klical    movements 
,,f  the  earth  about  the  sun,  the  re<-urrent  movements  of 
,1,,.  moon  about  the  eartli,  and  the  diurnal  movement  of 
ti,r  earth  upon  its  axis  have  inllueneed  plants  and  ani- 
mals so  that  each  individual  life  has  its  peri.xls  of  growth 
;nul  rest,  its  waves  of  feeling,  its  periods  of  attention, 
;,,wl    so   on.     Vegetation    illustrates   this   in    its   annual 
p.no.is  of  growth  and  blossoming,  hy  the  opening  and 
closing  of  iHtals  morning  and  evening,  and  in  various 
other "wavs.     Certain  rhythms  aiv  exhibited   in  animal 
lilr  bv  the  migrations  of  hinU  at  the  same  season  each 
\.,-,r.'aiHl  bv  the  hibernating  of  animals  who  r-gularly 
M.ki.st   in'tlH'  autumn.      The  n.nversaht  y  of  this  law 
might    he  .lemonstrated   by   reference  to  tli.'   actions  ..I 
,.,,.rv  fore.'  and  eveiv  mechanism  i)V  which  fo-re  is  made 


itiani 


iVst.      Ileal,  sound,  sight,  the  winds 


ana  me  noes 


92 


ADM-.K'riSINC, 


all  show  tlie  rlivtliinieal  chai-actcr  of  the  world  wc  ] 


ive 


iii 


in. 


The  new  jjsyc'iolojry  has  turned  its  attention  to  the 


in\ esti^'atioii   o! 


le    |)art    whieh   this    nni'.ersal    t'aetor 
])lays  in  the  actions  and  attitude  of  man's  niiiid.      It  has 
heen  proven  that  our  likes  and  ihslikes  are  ehietly  de- 
})eiident   upon   the   presence  or  ahsetice  of  I'liythin;   in 
j'act.  so  depetident  is  our  nature  on  rhytluii  that  we  pro- 
duce it   in   imagination   if  it   is   not   present   in   reality. 
This  lias  heen  tin.'  outc-ome  of  maiTs  attempt  to  adjust 
himself  to  an  en\  iionment  which  was  ])ermeatcd  hy  the 
iiiHuences  of  rhythm.     Any  person  can  test  this  invol- 
untary attempt  to  produce  a  rhythm  where  none  ac- 
tually exists  hy  noticinjjf  the  regular  accents  whieh  he 
hears  in  the  tiekino^  of  .i  dock  when  in  reality  all  the 
t.cks  may  he  the  same  in  intensity  and  duration.     So 
sensitive  were  the  early  Greeks  to  this  (piality  of  rhvthm 
that,  as  has  heen  noti'd  in   C'liaptcv  I.  they  appointed 
puhlie  censors  to  reuulate  the  cries  of  the  early  adver- 
tise rs.      In    fact,    the    tiiodern    pnhjie   attitude   toward 
certain  kinds  of  hill-hoard  ad\crlisiiiw-  is  hased  funda- 
mcnt.'dly  upon   the  lack  of  harmony  Ix'tween  the  hill- 
hoard   display   and    its  sunoimdinus. 

.11.  Pradiciil  ini portdncr  of  r/i//t/i>n  in  (uh'crtixhKf.— 
Hut  the  |)ractical  importance  of  rhythm,  harmony  or 
projuirtii  :i,  as  it  is  variously  termed,  lies  in  mt)re  suhtle 
relations  than  ir;  the  aho\c  ilhisti-ations,  and  wliilc  some 
advcnist  nunts  have  had  a  y^wA  success,  although  ap- 
parently \iclatin,!4'  exci-y  |)rin(iple  <)f  |>ro|)nit  ion.  vet 
llieir  success  is  |»ro!ial)ly  due  in  ;i  ;^real  nuasin-c  to  pcr- 
sisteniv.  ^'et  pcrsistcncN.  wiihoiit  regard  to  due  lorm, 
is  as  costly  in  advert  isiny'  as  it  Is  when  relied  upon  hy 
the  "social  h  )iv  '  in  makinu  his  iiijvvjird  nniLrress  -n 
politt   soiii  t\    where  "harmonv "'  is  eveivthinir.      I'crsist- 


m 


.^^ 


l'SV(II()l-(HiV   or   Al)\l.KTISlN(i 


:ncc 


costs  nioncv  uiuk-r  such  rondilions.  ai 


(I  1! 


;5!3 


ic  same 


or 


more  satisfactory  success  cou 


1(1  have  been  attained  by 


a    t 


•loser   co»\l'orinity    to   simp 


le    and   costless   rules   of 


harmony.  . 

;{•'    ('nl<,r  and  tnuc  in  (uhrrtisliu/.^-  I  here  are  certain 
,n|ors  which  are  displeasin-  to  most  of  us,  while  there 
„,.  others  wl.i.h  are  ^vnerally  liked.      Most  people  are 
a.Mveablv  alV.rted  by  the  si-ht  of  red  an<l  blue  and  are 
.Tisplrasi  (1  with  certain  shades  of  ,ureen  and  yellow,      li" 
„,,H.nd,  it  mav  bt  said  tluil  every  color  or  color-harn.ony 
lia.  its  own  ctfeet  upon  the  m.oti.ms.      It    is   not  our 
nnvposc  to  .liscuss  the  relation  of  color  to  the  art  ot  ad- 
vdtisino-.     The  three  colors  which  chielly  concern  the 
advertiser  are  black,  -ray  and  white.     The  selection  oi 
c.lors  that  oive  a  pleasin-  tone  to  an  a.lverlisenient   is 
of   the  utmost    hnportanee.   since   it   is   the  coh.r-value 
uhid,  is  most  likelv  to  attract  the  attention  to  it  as  a 
ulmlc.     A   pleasino-  initial  impression  i)romi)ls  the  ob- 
srrvfr  to  a  closer  examination  of  the  -story"  that  is  to 
t,,npt  the  reader  to  spen.l  his  m-.iuy.      l%vidently  it  is 
,„„„•  poiicv  for  an  advertiser  to  .levote  his  best  ellorts 
t,,  the  wriVmo-  of   forceful  copy  and  then  to  make  no 
sp.rial  provision  for  drawinn-  the  eyes  .)f  the  public  to 
l,is  -ad."     Too  ofteti  is  this  most   vital   factor  ol    liar- 
nionv   left    to   the   discretion   of   tlie   comi'<.sit(.r   in    the 
prn.tin-  ..tlice.      I  lis  ideal  is  ,n  many  <ases  to  crowd  into 
a..ixenspaccal!thetvpe  styles  it  will  hold.     One  needs 
to  look  onlv   at    the  i-a-cs  of  any   trade   i-aper  to   h...i 
sM.nples    of    these    -typo-raphieal     ni-hli.'ares.        One 
V  liter  puts  it  Nv.ll  when  he  savs. -If  your  printer  insists 
OH   sellin-    vour    advertiseuH-nls    in    fourtM-n    (hllerenl^ 
stvlcs.    si/es"  an.l     faces    of    tvpe.    he    should     pay    hall 
tli,.    e,.st    of    th.'    ad    for    th.'    pr.Mle,.'    n\-    sh.min-    his 


snu'K. 


IV— ;i 


;ii 


ADVKRTISlNc; 


|M 


Mr.  George  Frciicli  sums  uj)  the  in)[)ortaiU'c  of  this 
clement  in  advertising-  thus: 

riie  toiu'  of  an  ;uivcrtiM'incnt  liclps  to  ^i\  the  atfc^iitloii  and 
tliu  a>>lstaiict'  of  till'  eve,  which  is  a^  srnNitixx'  and  as  particulaf 
ahout  color  as  it  is  ahout  form.  If  thirc  is  not  tone  harnio'i\ 
ill  the  advertise  mint  the  e\e  hesitates,  and  will  not  con.sider  it 
unless  i orced  to  do  so. 

The  tone  of  .in  advert  isenu'iit  is  sieured  l)v  liasinu-  the  t  \  ne, 
the  illustration.  Ihe  (lec-(UMlion  and  tlie  rule,  or  l)order.  luirnio- 
ni/e  ill  ueii.;ht,  in  hiackness.  This  dots  not  iiiraii  that  all  tliesr 
eleineiits  should  l)e  of  (([ual  hLukiuss,  init  th.tt  e.acii  should 
li.ive  the  (|i';^rie  o^'  lilack  or  color  that  is  tlu;  most  a<rri(al)le  and 
lh.it  is  demandrd  li_\  *!ie  enviromi'eiit.  If  It  is  the  t  \  pe  that  is 
cxpectid  to  iiiaki/  the  ehii'f  appeal  to  thr  reader,  the  type  should 
have  the  strongest  tone  .and  the  .attiihutes  K>ss.  If  it  is  tiic 
illtist  r.ilion  tli.al  is  !o  be  riliiii  ii))oii  to  ^ct  t!u'  attention  of 
the  readir.  it  should  hasc  ,a  t:iiii'  stroiii'-  eiiouo'h  to  thne '^  its 
pictorial  niolive  ,it  the  rc.ider  uilh  force  ,nnd  effect.^ 

.'{.'{.  Fan, I  (111(1  proporf'ioti  in  xd'iCrli.siiu/.-  As  manv 
hiiw  an  iiistiiK  ti\e  lii<ino'  j'o)-  certain  colors  so  ha\e  they 
a  (leeiddl  preference  I'or  certain  ^^'comet I'ical  forms. 
Tiu'  most  familiar  example  of  nuuTs  plcasni'e  in  certain 
foiins  is  seen  \\  iun  xci'tical  iinrs  ujiicli  have  been  dixidcd 
into  sections  hiarinu'  a  certain  lelalion  to  each  other  arc 
presented  io  him.  If  the  lilies  in  the  fionrc  jire  oh- 
sei'\ed  it  will  hi'  seen  that  the  tirsi  and  last  afVeel  us 
more  a^ireealtly  than  any  of  the  others,  while  the  middle 
line  comes  !ic\t  in  its  power  to  phase.  The  other  lines 
.ire  not  so  pleasing'  to  the  eye.  ( )n  eompariiio-  the  two 
S(.ctionsof  line  A  it  will  he  fonnd  that  tlu  nppn-  section 
is  to  the  lower  section  as  .'{  is  !;.  .'> :  \shih'  in  line  ]\ 
the  saiiir  relation  holds  tine,  hut  in  an  inverse  order. 
The    line.     1).    is    divided     in    Ihe    ('(ntei'.    altlionoji     to 

'"ilie   .\it   .iml   .S(iiiiii    111     \li\(■l■|l^lllg,■'  ji.igf   .'It. 


^ 


I'SVCIIOI.OGY   OF  ADVERTISING 


;i5 


most  i)L'()ple  the  upper  section  will  appear  loiifjjer  than 
the  loNver  one.  This  is  due  to  the  fact  that  tiie  eye  eni- 
l)hasi/es  the  upper  part  of  a  ti<4ure  rather  than  the  lower 
l)art.''  This  is  important  from  the  advertiser's  point  of 
\iew  and  will  he  referred  to  a^ain  in  connection  with 
till-  layout  of  an  advertisement. 

if  the  same  ratio  is  carried  out  in  the  structure  of  a 
reetanu'lc  in  which  the  hase  is  to  the  altitude  as  :J  is  to  ."), 
or  in  an  ellipse  in  which  the  short  diameter  is  to  the 

A     B     c      D     e 


A  SERIES  or  BISECTED  LINES. 

F'uiurc  1. 

l()U<;er  as  ;{  is  to  .'),  Hie  same  pleasinpf  impressions  result. 
Archileels  and  artists  followed  this  principle  in  their 
wniks  lou^-  hefore  they  discovered  that  they  were  follow- 
iiio  ;!n  nimost  universal  prejudice.  They  were  work- 
iu«'  accordiu<i  to  tluir  "artistic  feciitij^^s."  In  time,  how- 
ever, it  was  noted  that  the  uicat  works  of  architecture 
and  of  art  ahiiost  invariably  loiloweii  this  ratio  in  their 
prnportious.  which  was  called  "the  golden  section  of  ar- 
clnlf.tiuc  ."     ll'iw   fri.uu  iitlv   it   enters   into  the  struc- 

I"T1-    !'>-■-.  li.'lii^'.v  "f   \(lv TtiMng,"  WalliT  Dill  Suit,  piig.-  1^7. 


f 


•36 


Ai)\  i:h  riMNG 


r 


•8 


x:    c 


I'SVCnOI.OCV  OF  Al)Vi:UTISIN(i 


37 


t,ne  (.f  objects  that  conic  under  our  observation  every 
,lay  is  seldom  rcali/cd  unless  our  attention  is  called  to 
it."  Tor  instance,  most  buildings  approach  it  in  which 
\Uv  w  idth  and  height  do  not  violate  our  sense  o\'  propor- 


Holiday  Disblay /or  1909 


Allen  q*  Browm 

invite  your  attention  to  their 
Holiday  Annpuncement  0/ 

Sterling  Silverware 

Choice  Boxed  Stationery 

Novelties  in"^Leather 


an 


d  So 


jvenirs 


A  special  ollection  of 

Decorative  Pottery 

and  Metal  Goods /or 

the  Libra,ry  is  also 

off(  red 


ThI  CRAFtSMAN 

Allen 
46-48 
Minnc 


Shop 

Bbowm 

Nicbllet  Ave. 
apolis 


TiM'lim.  .lra«n   v.rti.allv  tl,ront,'li   tl,i,  ,„iv.rt  ...■lu.nt   .livMcs  il  inio  two 

~M,.M,.ln.al   part.,      T!,.-   Iion/ontal   .l.viM,.,,,    slmun    I...    tl '<UM   Imrs  ar.' 

„ut   cinal,   I.Mt    tlu-  .pH.v   i.   so   ,,n.p„rti,.Mr,l  a.  I.,  p^.-  a  x  ,.,y  plras.Mt,' .IT.-H 
V;.n.-tv  i,Raim.,l  l,v  tM.  luHl,,,.!,  a.  vv.  11  as   l,y    ll,.'  anan,.m.Ml    of  11,..  .Iisplay 
,,r„i   t.\l,   at,a    iIm^   u...  uf  .l,trrp„l    slU,,   an.l    si.,.,    ,,f    I.Np-,    l„il    H,--    «l.-l'' 
1-  Im,iii.,I   li.i^.ttii-r  ill   N>i,un,liy. 


lion.  Whenever  this  principle  is  viohitcd.  we  show  our 
,lisMpproval  by  appro|)nale  epithets;  a  person  who  is  dis- 
|.inp,,itionalely  tall  is  called  a  '  luanpole. 

Most     books    and    ma.ua/ines    use    this    rati<i.       The 


38  Ai)\  i;h  riSINT, 

jJi'Milrd   pari  of  lliis  pa^r  is  arran^^vd  according  to  tlic 
principle  of  "IIr'  ,!4('l'lcn  ol-lon^."'  I 

If  the  simple  aiTauncnicnl  of  tlic  pails  ol"  a  /^coinclri- 
cal  fiH-mv  lias  such  an  inlhjcncc  upon  people  in  general.     . 
Hull   it   is  iinpoi'tanl   ihat  the  advertiser  take   pains  to     : 
<'lioose  his  space  so  thai  the  height  and  \vi(hh  will  he  in 
just  that   relation  which  will  produce  the  most   pleasing 
cM'cct.      That  so  many  advertisements  conform   to  tlu- 
rule  of  this  golden   section  is  liuc  hirgely  to  the   fact  ^ 
that  the  magazine  or  other  mechum  is  itself  constructed  ll 
C(>rrcctly.  and  hence  the  s|)ai'e  of  a  whole  page  advertise-     '^ 
inent  would  of  necessity  i)e  in  corri'ct  pi'oportions:  like- 
wise would  the  a(lvertiseme?its  occu|)yiug  (juarter  sec- 
tions of  those  |)ages. 

'I'he  pleasing  effect  produced  l)y  figures  constructed 
accoi'ding  to  the  golden  section  is  due  to  the  \  ariety  that 
is  olfered,  Jiut  the  ])arts  compared  nuist  not  he  too 
much  alike  or  too  diireivnt.  If  thev  are,  the  feelin«>-  of 
unity  in  tin-  figure  or  line  is  destroyed. 

The  choice  of  space  according  to  these  artistic  pro- 
])ortions  should  he  followed  hy  an  Kjiially  artistic  suh- 
(l^ision  of  the  space  into  symmetrical  parts.  .\u  ex- 
amination of  the  figure  on  page  '47  will  show  how  tjie 
saiiK'  |)rinciples  of  proportion  and  symmetry  are  carried 
out  in  a  sulidi\  ision  of  space. 

.'U.   liiilis  i,f  (ith  iitjoii.      Hnt  the  rulis  of  harmony  or 
i-h\llini  do  not  cease  with  the  form  and  arrangement  of 
adwrtisiiig  s|)ace  and  matter.      After  the  eye  has  heeii 
directed  td  the  ad\ crt isernciit .  it  is  iiec<ssar\-  to  use  e\cr\ 
means  possihje  to  hold  the  allenfion  until  the  story  has 
'»*•*■•'   ••»l«h     *<)\\y  natures  crave   rhythm,  and   when   tin 
written     "conv  '   (•oir-esnonds   !(>  (>!!!•   !'!!!!!!'.i'-    \'.\ 
s|)ect   we  !•(  spond  to  the  argument  and  willin<'l 
it    our   attention.      To   oi.-tain    the    highest    ell 


ll. 


v  accord 


IClellcN'     Ml 


rsvcuoT.or.v  or  ai)\  r.inisiNd 


39 


:*     M 


I 
I 


i 


th,.  Nvrillcii  advcrtiseiiititt  two  imix. riant  fads  sliould 
I,.  U,.,,t  in  inin.l:  1.  Onr  allcntion  is  l.rsl  employed 
ulun  a  iKiiod  of  ll.inkin-'  is  r..llouvd  by  a  pmod  ol 
„„,iial  Rst.  Ncitlier  inriod  should  l.c  too  Ion-',  for 
that  would  produce  mental  exhaustion-,  nor  too  short, 
tnr  that  distracts  the  attention.  The  halanein.u'  ..I'  these 
iwo  factors  produces  rhythm  and  aids  the  thinkin-  proe- 
,  ^s.  -J.  The  senlence  is  the  uint  of  thonoht,  and  hence 
il/structure  and  nature  determine  the  rhythm  of  the 
nm.position.  Hy  structure  is  meant  the  numher  of 
uonls  and  the  orammatical  relations  of  its  parts.  IW 
nature  is  meant  the  character  of  its  predication. 

,•{.-,.   Ih'latkr  lni</lh  of  scnUiurs.^A^  is  not  u-enerally 
known  that  the  sentences  of  experii'iiced  writers  will  ay- 
vviwc  about  the  same  number  of  words  throun-bnut  then- 
productions.     Likewise  will  the  nund.er  of  i)redications 
pn-    sentence    run    about    the    sauic.      A    test    made    ol 
Macaulav's  'Tlistorv  of  Knoland"  showed  that  the  au- 
Ihor  used  on  the  averane  -Ili.V.i  words  and  •-'.:}()  predi- 
cations per  sentence  and   that   there  was  an  average  ,,t 
:U  simple  sentences  to  each  one-hundred  sentences.      In- 
s.stioations  have  also  shown  that  there  is  a  very  decided 
t.ndencv    toward    the    use   of   simp.le    sentences   having' 
r,u    predications    and    fewer    words.      The    (;reek    and 
Human   orators   made    fre.p.ent    use   of   sixty   or   more 
^^M,•ds  in   a   sinole  sentence.      Cicero   has   been  credited 
with   producing  a  sinnlc  sentence  of    T-' +  words.      Kx- 
;,fiipl,s  of  the  i)est  prose  writings  ..f  to-day  indicate  tiial 
;il,nht  •_>.-)  words  is  the  avera.uv  nnmlur  necessary  (o  pro- 
,hi,v  tlie  best  conditions  for  holdin-'  th.e  allenlion  of  the 
reader.     This  does  not  nu'an  that  every  sentence  in  the 
.;;K.,,,..;,, .,,,,.., I   -!h>>!!(!  be   !ust  about   li.")  words  loiii^.  but 
is  simpiv  a  caution  a-ainst  the  use  of  Ion-"  ai,d  involved 
sn, truces  ..r  the  oi)p<.sil.'      the  use  of  the  too  short  and 


P 


40 


Ai)\  rjrrisiNc; 


c'li()|)})y  scritt'iu'c,  wliicli  lost's  i\\v  altt'iition  by  iitt'ordiiij^ 
too  ri-c(n;(iil  o|t|)orlimily  for  the  di.sti'jictioii  ol'  the 
readers  tliciii^lils. 

Ueiiieinlieiinn'  llieii,  that  an  a(l\ frtlseiiiC'^  cannot 
claim  more  iluiii  a  few  nioinents  ol'  tlic  reader's  time, 
compare  the  I'ollow  ini;-  sentences  taken  from  recent  ad- 
\  ertisemenls: 


Altlioii;;!!  till-  ]s  liy  IK)  iiifaiis  the  fii'-t  iiiiic  ;i  kliii^'  or  iih'M- 
li"f  dl'  r(i_\;ilt_\-  has  ;)iirclia-M(l  an  Aii;^tIus,  iifvcrthflcss.  tliis  most 
I'l  (•(  lit  i-oyal  lril)iiti  In  (loiilily  iiii|)i-(-si\  c  and  ()ai't  it'nlarlv  si"-- 
iiiticiiit  ill  vi>  w  of  fhf  i'art  that  all  the  Icadiiii;-  {)iaiio-])layrr>, 
lioth  AiiK  ric.ui  and  foi'i  iyii,  aw  sold  in  I,(jndoii. 

Few  j)eoj)lc  will  orasp  all  there  is  in  this  sentence  at 
the  first  readino'.  '1  he  nnmhcr  of  words  and  predica- 
tions ai'c  too  many  to  ^ive  the  nnity  necessary  for  ease 
in  attention.  'I'he  "thonoht  oi-()n])s"  do  not  corresjxjnd 
to  the  scntenc-e  strui'tnre.  Notice  how  nnich  more 
easily  one  reads  the  followino'  sentences  iVom  a  tclejihone 
ad: 

All  otlici-  nif.'Uis  of  (•onimnnication  nro  cold  and  colorloss  in 
coiiipail-oii.  \\\  till-  tclciihoiic  alone  is  the  human  (ju.'ditv  of 
llu'  hiiiiian  \oicr  carried  i)eyond  the  limitations  of  unaided 
heaiMiy,'.      'i"he  He  11  System  has  provided  tliis  uonilerful   facultv 

for    all    the    [Xdjlle. 

'I'hese  stidenees  arc  short  and  cord'oi'm  in  their  leni>ths 
to  the  normal  nnits  oi'  tlmimht.  Although  the  ohserv - 
aticc  of  till'  principle  pertainine  to  balance  and  nnitv 
is  (.'ssential  to  all  ad\ crtiscmcnt  writino,  it  is  of  s|)eeial 
importance  in  aihertisenu ids  rccjuirino-  the  writing'  of 

- _,, lijl.  il  1-  ■■  1'  !_„• 

;;..;._>    j/.i^us.       :i    iiivii  ussiiiii*  s  WK    iii^^iiii  \    iii   a  picilsinu' 

literary  stvle.  and  a  fin-thcr  discussion  of  j)rineiples  and 
:tpplications    would    in\ol\c    the    whole    subject    of   the 


PSYCIIOI.OGV  OF  Al)Vi:K'riSlN(i 


41 


p.Ncholoov  (.r  readino-.     Only  so  much  of  the  sulOect  as 
,KTtains"lo   the    pim-tical   si.le   ol    aclvcrtisin^   cat.    he 

trtiilrd  of  liere. 

TlR.  teehnieal  ariaMKon.ent  of  tlie  adverlisintr  space, 
,lu  suh.hvisions  of  Ihe  space  into  parts,  the  composition 
,,!■  the  various  colors  and  of  the  written  sentence,  as  we 
Invc  seen,  gain  in  etVect  if  each  feature  is  carried  out  in 
acc.rcUince  witli  the  principles  of  rliythm.  These  are 
,,„Hn.only  desioiuited  i.roportion,  symmetry,  tone  and 

'";i!';!'77/r  mc  in  adirrtishu/.-'Vh.ve  is  still  another 
H.vthm  which  the  advertiser  must  cater  to.     It  he  ig- 
MoV.s  it,  there  is  a  strong  prohahility  that  he  will  lose  all 
that  i.ii-ht  have  heen  gained  from  an  otherwise  well  con- 
stru.tc.d    advertisement.     The  advertiser  must   depend 
„,,,n  the  phvsical  eye  to  do  the  work  of  carrying  the 
.M.pression  of  his  advertisement  to  the  hram.      It    he 
fuls  to  cater  to  the  eve's  desire  for    ease,  he  must  sufter 
tl„-  adverse  discrimination  Avhich  the  eye  will  put  into 
,tVu-t  while  skimming  the  maga/ine  pages,  the  scenery 
,,oni  a  railway  car  or  the  attractions  of  a  street  car. 
The  eye  is  forced  to  its  work  hy  an  over-curious  hram 
uhiehOften  grows  ti'-cd  in  its  efforts. 

Tiic  eye  has  its  own  i)eculiar  construction  which  per- 
,„ils  it   to   perform  its   functions  easily  within  certain 
h.n.ls,  hut  with  increasing  effort  and  lahor  when  torccd 
h.  vond  those  limits.      1 1  is  constantly  on  the  alert  and  by 
,  olauce  it  decides  wlUher  the  size  of  the  type  or  the 
l..,>gth  of  line  or  the  arrangement  of  the  hues  are    av- 
.,,ahU.  to  ease  and  speed  of  movement.     If  it  funis  that 
the  knglii  of  the  hues  is  sucii  as  to  he  followed  1  rom 
,1  ,  Yy.   -j-rr;--  +=■•  tl'!-  !■!'''.  with.  :i  minimum  ot  ett'ort,  the 
.  ve  wni' select  that  advertisenierit  in  preference  to  one 
uhieh  coniiK'ls  it  to  move  through  a  wide  angle  with  au 


4f^ 


Ai)\  rirrisi\(, 


I  I 


fxpciidituiv  of  coiisKlcrnlilr  iiiiisiMil.ir  foicc  to  pull  i| 
lit-'yond  its  Ii;il»itii;i  I  r;iiiMi'. 

'i7.  The  iiic  (t)i(l  rliiitliiii.  It  i.  ill  this  point  llirn  that 
the  construct  ion  of  the  wi'ittcn  hues  of  the  ;i(i\  ei'liscnient 
c(.ines  into  relation  with  the  law  of  rhythm.  The  eyes 
in  readino-.  like  the  leos  in  walking-,  have  a  natural 
'pace."  II'  the  leov  are  compelled  hy  Uie  condition  ol 
the  surface  of  the  road  or  hy  the  tempo  of  a  hand  to  take 
shorter  or  longer  steps  than  usual,  tluy  soon  n-row 
weary.  A  walker  is  hest  satisfied  when  li«  can  tak(;  his 
outi  '"stride"  in  his  own  time. 

The  movement  of  the  eye  from  r:,i>ht  to  left  or  vic( 
versa  is  most  easily  accomplished  v.  hen  rhvthmieally 
p  '•'■"rmed,  h,u  this  is  conditioned  hy  the  length  of  the 
line  aiono'  whieh  it  nuist  trav,  1.  i'svcholooists  have 
discovered  that  lines  in  tli.  newsjmpcrs  which  are  ol 
moderate  lenoth,  rather  ihan  the  lonoer  lin-  s,  tacilitatu 
a  rhythmical  venularity  of  eye  movement  for  the  major- 
I'y  of  peo|)le.  Tiicreforc  the  advertisers  who  appeal  to 
tile  majority  in  res])ect  to  the  speed  and  ease  of  readinn-. 
have  a  decided  adxantaye  over  those  who  <lo  not. 
Many  up-to-date  advertisers  are  o'ath(  rin,n'  all  they  can 
fi'om  the  results  which  the  science  of  optics  has  niven  u  . 
-Su'-h  a  study  shows  se\  eral  tliin.u's  that  are  of  j)ractic..i 
iuiportance  to  tiic  advertiser. 

.*{«.  Optics  and  (idvirlisiuij. — In  reading';  the  eye- 
do  not  mo\.'  continuously  from  left  to  rin-ht  alonu-  tli-' 
hue,  hut  proceed  hy  a  series  of  (|uick  movements  altc- 
natino'  with  short  stops  until  the  end  is  reached,  then  hv 
an  unhroken  sweep  to  t!ie  l-ft,  the  eve  re*tu-ns  aaain  tc 
\h-'  I.euinnino'.  Since  words  or  Utters  are  not  distii  - 
•^oisiied  (Mnii;<4-  iis  U)ovemeiUs.  it  is  e.s.sential  tiiat  tli- 
pauses  or  "iixation  points"  he  so  arranged  as  to  allow 


f 

i 


I 
* 
I 


;i;e   easiest   and    (juk 


kest 


perception    dmino- 


tl 


IIS 


line, 


^V 


I'SYcnoioc.v  ()!•  ADVi.irnsiNc 


43 


'I'lii'  (■(•(inoiiiv  (it    vciu 


liii"-  (1.  ,)ci»<K  ni'"n  tl"'  i"">'^'^'''  •' 


iK'SC 


tixiitioii  points  111  a  liMc.  ant 


1  these  in  turn  Jife  (K 


tcr'.iiinc 


(1  l)v  the  leii,L;lii  «)t    Hk    line. 


Aei".)!"(lin<i'  til  one 


atitl 

111  a 
*  ice 

IKIII 


ririrt  .ho..ii.R  'lit  opcr.-ui.-n  n(  tl.e  eye  in  -ea.lir.R.  From  "  Hie 
,^;X;o«y  Mn.l  !Va:.....y  of  Kcaai,,.,-  by  Kamand  Hu.k.  IKhs. 
A.  M  .  I'll.   I).     Courtesy  the  Matmillan  toMip:'ny 

I'rof.    I'uey   viys,   speaking  oi   iLis   diagr.-.m . 

not  at  a.l  times  in  ,'^"';'''  \',„  .    '    '      ,.  ,!„,„„  by  tlie  solitary  dois. 
enoiiKli  lor  He  spark  t°  '^;''.;'',r";^'  ";.:;,,;  p",„.fs   in  the  i  oiirse   of  the 

Kit." 

loritv,  it  was  round  that    "tLe  niorc  navses  there 
line,  tile  siioriei"  ii'trr  fvTi,^;i.  >-  ,     :.v    .v. . .  ..,.^-- 
\ersa.   the    fewer    the   ],a.-ises    the   hir.uvi-   ^niy 

M-  is  aiit  to  he/'     Sinee  t''e  pauses  are  less  in 


are 

II  MM 

OIK' 


44 


ADVKirrisixc; 


I  I  I 


I 


shorter  lirirs  thai!  in  the  I 
^i<-'l«l  of  attfiitioii"  at  tl 


oil"' (!M-.s.  tlic  'Vxpandin^-of  the 
K'  fixation  poinis  is  iiiadf  more 


rrc(jiie.Mtly  and  with  greater  cnsv. 

These  movements  ..('  thr  cv.s  are  so  autcnatie  a.wl 
so  unconsciously  made  that  thev  arc  very  diHicult  to 
<  c-tcct;  hut  l^rolc.M,r  K.  J}.  ]I„ey  has  .L-vised  a  verv 
(lehcatc  iustrurnc/it  which,  while  affixc<l  to  the  eye  re- 
cord, its  n.ovcncnts.  The  chart  on  ,,aoe  r.i  shows'  the 
record  of  the  eye's  movement  while  readin^r  six  hues  of 
pnnt  set  in  te,.-,,oint  olu-styie  type,  .'{  .l-O  ineJK-s  i,. 
J^'"«th.  .Notice  lirst  that  the  eye  took  its  hahitual  cur- 
sory glance  (represented  hy  the  first  four  hues)  which 
"^  M,  tatal  t'.  many  advertisements,  since  the  eve     indess 

'••'•^•<'l  <••  the  task  hy  the  will-avoids  anvthino-  ditiicult 
to  J-cad. 

The  distance  from  one  laroe  spot  to  the  next  is  called 
a  hxat.on;  Within  this  space  falls  the  portion  of  the 
^""-  "I  l"-.ut  which  is  -read"  or  ahsorhed  wh.ilc  the  eve  is 
at  rest,  although  in  this  particular  experiment  the  ,mm- 
'';_'•  ..I  words  avcra«e,i  ahout  dure  for  each  fixation. 
1  he  nu.uher  of  words  taken  up  hy  each  fixation  depends 
lar-cjy  npon  Uw  lennfl,  of  the  line  of  print.  Hence  it 
is  nnportant  to  dctenninc  what  can  he  easdv  covered  hv 
the  v,s,on  witlxmt  eye  u.ovcmer.t.      If  this  is  detenuined 

tl.eM  the  wonls  or  symhols  can  he  so  arran^cl  that  theJ 
^^.i  present  a  con.pletc  idea  to  -he  mind  at  each  pause 
an.l  can  he  taken  up  at  .„.ce  hv  the  eve  with  ,ase  Jiv 
avoid.nj,-  movement,  and  fixin;.  the  ev.s  upon  the  dot 
M.  the  diagram  on  pan-,,  r,.  it  uilj  he  dis,-ov,  red  that  th.^ 
••;-;'«l'M«'  ranoe  of  the  mm.oved  eye  is  verv  limited.  If 
th'suereapplinl  toanadverlisenur.t  anareanot  uum- 
'';;"•■'"  ".eh  s<,„are  wo;dd  fall  w.lhin  the  ranue  nf  in- 
telh..-ent   vision;  the  rest  of  the  a.lvertiscnu  nt  w<m.|.|  h, 


ii't\    I'liir 


I 


I'SYCIIULUGY  OF  ADVERTISING 


45 


I 


This  experiiiR'iit  s'uows  lluit  tlie  eye  of  the  average 
pcrsmi  picks  up  and  identities  about  one  inch  of  a  line  of 
|)i'iiit  at  each  tixation,  althoii<4h  most  readers  tliink  Hiey 
-ice  more. 

Ajiother  fact  of  great  importance  which  is  ch)sely  con- 
mctcd  with  these  fixation  ])oints  is  the  mental  jjrocess 
(iiiicerncd  in  perceiving  wliat  is  h.efore  us,  and  the  means 
liy  which  the  mind  most  easily  takes  note  of  what  is 
tlkie.     ^V  scientific  discussion  of  the  menial  process  is 


I)iai;ratn  to  slmw  atiinniit  of  priiilril  iiialtrr  llu'  cy  iakis  up  at  <in(c, 
TrMiii  '  Tlic  l'^\ (Ik ill !;.'>■  and  l'<'ilai,'nj,'y  nf  1{(  inliiij;,"  h\  Kiliniiii<l  Hurke  Hufy, 
\    M  .  rii.l).     ('..urf.sy  Till-  Maciiiillaii  (  niiipaiiN  . 

I'hinrc  '). 


most  interesting,  hut  the  j)ractical  advertiser  is  con- 
cerned cl.  tly  with  the  means  liy  wjiich  the  minds  of 
|ini>,;)('ctive  customers  are  reached  most  easily. 

.'{'.>.  Illi(.slr(ili<nis  of  ini.siiccc.ssf id  iiuili(>(l.s. —  It  has 
Im  III  assumed  that  the  lines  of  print  have  been  arranged 
;iiriirdinu  to  the  custcuiiary  way  and  thai  letters  and 
vMi'ds  were  coirihined  in  "sitisc  matter."  When  thus 
iiiraniicd  ind  combined  it  ha>  bt'iii  found  tliat  twcntv  to 
Miirty  letters  may  be  read  with  ease  at  each  reading 
|i;iiise.  ^'et  many  advertisements  violate  the  rules  of 
iiirr(cf  arrangi'inent  by  writing  the  worcLs  in  unusual 
\\,i\s  or  bv  using  peculiar  t\|)e  r  in  enmbinatinns  that 
tn.ilxc  nonsen-.c  unless  the  re  ider  it  const  iiieis  them. 
Attention  thercftu-e  should  lu-  called  to  the  fallacv  of 


46 


ai)m:i{'1'isl\c 


tliCsc    iiictliods.      How    II 


iiaiiy    r   of   tin's    sentence    rec- 
e 
a 
d 

e 
r 


OUR  NEW  COMBINATION  DROP  AND  JACK 


ii 


A 
R 
M 
A 

T 
U 
R 

E 

A 
D 
J 
U 
S 
T 
A 
B 
L 
E 


L  M.  ERICSSON  TEL  MFG.  CO.  BUFFALO.  N.Y. 

11. .u    inilrli    nC    llijs    .uK,  itiMi,,,  lit    (In    \!,u    IVliR  liil.rr  ,  \ ,-, 

yiMi  Ji.iM    t.ir<  ( ,1  \  (Miivi  If  Id  II  ,1,1  it? 

n<4iii/.c  llic  wnid   rcadiTs  .it    !!ic   (iisl    n|;,ncf'     'r<i   I 
i.i.uiN  liu.A  iiiis  i;ist  \\..i(j  idok  him-i-liar.''     Or  with  ulial 


13  E 

co^ 

IINC;   RAP] 

ID 

LY 

P 
O 

AND 

8 

V 

FAVORABLY 

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1 

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KNOWN 

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I 

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AS 

U 

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E 

1'. 
F 

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A 

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R 

No.  6 

j 
A 

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E 

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p 

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WHICH      THE 

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EXl 

HAN(,i:    OWNER 

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wn,r. 

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KXLV  Al'l»Ki:CIATE. 

A 

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MAKE  IT 

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I   ill'tll 


low 


rsvcHOLociv  OF  ai)m;rtisin(; 


47 


(If-rec  of  interest  or  case  do  you  atteiul  a  eoiuhiiiation 
of  letters  like  tills— oilopas  paos!'  Vet  these  three 
!ii(tho(ls  aie  eoiiiinouly  enij)loye(l  hy  adveitisi  rs.  Their 
jiiiipose  is.  of  course,  to  ^ain  attention  hy  uni(|ueness. 
(ir  perhaj)s  hy  ■originality,"  as  their  in\entors  would 
call  this  Mietlind. 

K>.  h'ld.soii.s  for  fuiliirf  of  llusc  iiitihotls  of  (ippcaUug 
li,  llic  cue."  Such  methods  cannot  he  periuancntly  suc- 
(•(ssful  since  they  violate  a  fundamental  principle  of 
iiKutal  activity.  Hrielly,  it  may  he  stated  thus:  It  is 
iMit  the  constituent  ))arts  (in  this  case  the  individual 
j.  tiers)  of  any  ^iven  form  that  make  it  reco^nii/ahlc, 
hut  it  is  the  fatniliar  total  arranuement.  'I'hc  ahove  il- 
lustrations have  a'i  the  I'lcmeiits  of  familiar  words,  hut 
tile  visual  forms  are  not  the  ones  \\v  are  accustomed  to 
It coniii/f  at  once.  'I'his  i-i'coj^nition  hy  miu'ral  fortn 
(i<  peiids  up(»n  the  fact  that  we  have  in  our  minds  a  sto-e- 
jioiisc  of  familiar  woi'd  forms,  geometric  forms  and  so 
iMrtli.  and  these  are  all  hrou^^'ht  into  use  when  we  arc 
Inokiny  at  a  new  woid.  or  new  i)icturc,  or  new  form. 

In  the  following'  illustrations  there  are  the  same  num- 
li(  I-  of  characters,  hut  in  the  first  fii^ure  their  arraa^n- 
iiK  lit  is  not  accordinLT  to  any  form  which  the  minii  lias 
>t(Med  awav  for  (piick  reference.     This  law  of  recou'iii- 

h  I'ltirr   (i. 

tiuii  may  ho  tested  hy  taking-  just  one  fiance  at  the  first 
fiuur<'  and  tlun  Mltcmpl  inu  to  n  produ«'c  the  liins.  It 
will  he  disco\ci<(l  that  not  more  than  four  or  five  charac- 
ters can  he  p(  reeived  at  a  ulanci .  whereas  in  applyiji^' 
the  sami'  test  Ut  liie  stcond  M'i.ure,  whcri'  these  ioiiii>  iiit- 


fl 


48 


ADVl.KTISLNG 


ex])osc(l  in  the  more  faiiiiliar  arran<;ements,  the  whole  is 
recoLnii/ed  at  a  uhmce.  ""The  hal)itual  association  of  the 
])arts  into  a  unity  wliieli  makes  the  perception  facile  and 


1492 


Fi'iiin-  7. 

the  memory  after  liie  e.\|)osiire  easy,  and  the  familiai-ity 
of  the  total  foi-m  as  an  nnanaly/ed  niiole.  work  togeth(  r 
as  factors  in  liiese  as  in  all  such  reeo<^nitions."' 

The  adwrtiser  who  uses  unusual  words,  forms  and 
arrangements  will  find  that  his  advertisement  is  not 
easily  |)ercei\<d  or  rememhered-  the  two  thii  >  df 
])rimary  concern  to  him. 

41.  Cliafdcfcri.sfic  part  of  letters.-  Advertisers  sonu- 
times  employ  a  method  which  oftcJi  i)uts  a  strain  ujX'ii 
the  readers  perce|)tive  powers.     In  order  to  attract  at- 

iiio   n^cnaiii^  iiidiioi    ixiai    ^woo    vviiii  ii. 


\tA-\rr~»^-!rto\inf\     ri 


f->-*'\ir^*~\riC:     f\ir^ 


♦"Vici    ■»'-oli<<-»    r\r 


fU 


c^    re:%c\ 


/-4ir-»#V     •v-»offr»«-     ^V«oi- 


rir\c\c 


W    ifV»     «♦ 


tiiitinn  h\  the  nTii(iuci;css  iif  the  ad\  t-rl  isriiiciil  llic  line 
of  ])riutt(l  \\..i-ds  is  dixidcd  i:ito  .it!  upper  and  a  ^t^\(■r 
half,  the  upper  p.ni  heiiiy  piiiited  in  one  ((dor  and  tlif 

1  Pr.ifrsM.r    V..    \\.    ilu.y,    "The     r>>i  Imlojjy    an.l    I'ci.iK-K.v    <>f    l{r;i,liii>;." 


rsvciioLCKiv  OF  Ai)M:KrisiN(; 


i9 


lower  in  anotlicr.  T'sually  tlic  lower  half  is  ])rinte(l  in 
strong  tones  while  the  upper  part  is  less  deeided  in  color 
lliiis  atti-actinii'  less  attention.     This   is  seen  most  fre- 


.|ii 


ticl 


mil 


leiitly  on   l)illhoar(ls  and   j)oster  siyns,  thus,   making 
r  ineanino-  not  easy  lo  ^rasp.      Hy  eoniparinLf  the 


tijated  i)assa_nes  alio\c,  the  reason  for  this  lack  ot" 
tl(  aniess  heeoiiies  evident — i.e.,  tiiat  the  nj)|)er  half  of 
a  wiird  or  leUer  is  more  important   for  i)ereeption  thai' 


IS 


the  lo'ver  hall'. 

I'J.  Poxccr  of  sii(/(/('s-finn. — Many  advertisements  at- 

:iet  tile  attention  of  the  reader  and  even  succeed  in  im- 

■j 

^  |ii'essin<T  the  essentials  on  his  memory.  Still,  millions 
I  mI  dollars  are  wasted  every  year  on  advertisin<;-  heeause 
f  it  does  not  succeed  in  ;4'ivin^"  the  desired  suf^'^estion. 
riu'  advertisements  are  read  hut  the  i-eader  is  not  im- 
pi(  ssed  hy  tlu'  "ood  qualities  of  the  wares  offered  for 
sale.  An  undesirahle  word  or  an  idea  may  be  su^^'csteil 
li\  an  advertisement,  which  takes  so  firm  a  hold  on  the 
mind  and  becomes  so  closely  associated  Avith  a  particu- 
lar article  that  every  imi)ulse  lavorable  to  its  purcliase 
is  hindered  or  interrupted.  How  a  suu'^ested  word 
nccps  into  om*  tliou<^hts  even  anainst  our  will  is  ad- 
mir.'.hly  illustrated  in  the  story  told  by  Professor  IIu^o 
Miicnsterbcr^, 

A  lonn  time  a^n  there  lixcd  an  alcliemisl  who  ad\er- 
ti--((l  a  reeeii)t  for  making  ^old  from  e^^'^^s.  He  stipu- 
l,ii((l  in  a  cnntracl  that  In-  would  refund  all  moneys  if  his 
prescription  was  eairied  out  to  the  letter,  and  the  prom- 
ised results  (lid  not  take  place.  It  i--  said  that  he  nexir 
hinke  the  contract  and  yet  btcame  a  xcry  I'icii  mati. 
II  is  ])rescription  ran  thus:  Tlic  t^old  s(  i  ker  was  to  put 
'lie  yolks  of  a  do/en  e<4Li'>  into  a  ])an  and  stii-  them  for 


I  ..ic 


1 


i,v..    <;•-..    ).■■(  iw. 


tl  ■    tl    L'  IK 


l.> 


think    of    tlie    word    liii)]iiipotamus.     Many    thousands 


IV 


11 


50 


Al)\  l.liTISING 


] 


111 


tried  l)ul  none  weix'  suctTssrul.  The  I'abil  word  wliieh 
l)erliaps  tliey  liad  never  tliouolit  of  before  Avonid  now 
iinfortnnately  rush  into  their  minds,  and  tlie  more  they 
tried  to  supjjress  it  the  more  it  jjeisisted  in  eominn-. 

4-'}.  Imjxir/diicc  of  mfthiii;/  the  ri(/lit  siKjgcslioii  in  ad- 
iiiiisiiiiciils. — .V  writer  of  an  advertisement  therefore 
shouhl  he  \ei'y  careful  that  the  idea  whieh  he  wishes  ini-  ^ 
pressed  upon  the  mind  of  the  readir  is  not  sul)or(hnate(l 
to  some  other  advertising-  moti\e.  l-'or  if  this  oeeurs,  it 
may    nulhl'v    the   wvy    ])ui  pose    of    the    advertisement. 


whieli  Mas  to  pie])ossess 


the  reader  in  fa\  oi-  of  the  ottered 


ware. 


N( 


•11 


e\eruieless,   one 


can  turn   to   the  lu 


Ivert 


isintr 


section  of  any  mana/iiie  and  tind  this  principle  violateii 
in  many  places.  I'or  instance,  a  manufacturer  of  col 
lai's  ad\erlised  a  new  (le\  ice  which  permits  the  necktie 
to  slip  easil\-  into  j)lace.  The  central  attraction  of  the 
advertisement  is  the  picture  of  a  man  pullinn-  his  necktie 
throu<>h  the  collar.  The  exjjrcssion  on  his  face  plainly 
shows  the  irritati(,n  he  feels  in  not  heino-  ahle  to  })ut  the 
tie  where  it  ou^lit  to  he.  The  set  of  his  teeth,  the  curl  of 
his  lips,  the  intimation  of  a  snarl  about  the  nose,  all  su<,^- 
j4;est  the  fitlin^i'  "condemnation"'  that  ap})r()j)riately  ac- 
companies siich  a  situation.  'IMie  suj^^^cstion  is  force- 
fully made.  It  appeals  to  a  common  ex|)erience,  but  in- 
stead of  associatin<j,'  the  emotion  which  is  aroused  with 
all  collars  that  do  not  pei'mit  the  tie  to  slip  easily  intr, 
place,  the  readtr  connects  the  t\'elin;4'  of  condi'mnatioii 
with  the  most  prominently  displayed  word  in  the  adxir- 
tisement,  which  is  the  naiue  of  this  collai-  tha;  is  sup|)ose(l 
to  ha\  f  the  \rvy  o|)pos!te  (|ualities  of  "slidc-w  ell."' 

Another   well-known   poster   repi'csents  a   yiiest   at  a 
itsfanrant  talile.      'I'hc  waiter  has  evidently  lii'ouuiit  him 


il  I  M  I       till         i^  I  1^    1  » 


altitude  while  re_iectin<4'  the  bottle.      Above  the  picturi 


^ 


rSVCIIOLOCiV  OF  .\l)Vi;UTISIN(i 


51 


m 


i^  ilic  name  of  I'r.v  "only  desirahle  kind."  The  inten- 
tion of  the  advertiser,  just  as  in  the  other  ilhistration,  is 
t(i  eriale  a  feehno-  of  (hs^nst  for  all  hrands  not  liis  own. 
Hti!.  |o;^ieaIly,  as  hat  nnist  really  hai)])en  is  that  the  reader 
,isM)ci;ites  the  inner  feelin<is  of  rejection  sn<^<4ested  hy 
tin  picture,  with  the  advertised  name  of  the  nianufae- 
iiiicr's  own  ])n)duet,  eonspienonsly  printed  ahove  the 
i^iK  si's  dis<^"usted  face. 

t-k  Dnicis  for  maliiuj  .slronycst  .siif/f/rstion.s'. — The 
|i(i\\er  of  suj^'^cstion  is  most  sneeessfidly  used  when  all 
parts  of  the  advertisement  hleiid  with  tile  final  pu  ,»ose 

i.e..  the  creation  of  the  motor  im|)ulse  to  l)uy.  There 
arc  four  |)rimary  devices  to  he  kept  in  mind  if  the 
strongest  sn^-<j^estions  in  this  resjjcct  are  to  he  attained, 
riic  first  is  the  suggestion  of  relial)ility.  Any  exay-ger- 
atcd  attempt  in  this  direction,  however,  will  otdy  create 
suspicion,  and  the  presence  of  distrust  destroys  all  tend- 
( iicics  t<^  carry  out  the  action  desired  hy  the  advertiser, 
llnw  important  any  element  is  that  stron<vly  sug-gests 
tlu  fieling  of  jonfidenee  may  he  seen  in  the  j)ractice  of 
making-  this  the  hasis  of  the  trade  mark.  One  of  the 
'ii  st  examples  of  sneecssfnl  suggestion  is  the  represen- 
tation of  the  old  Quaker  in  the  advertisements  of  a  well- 
ixiiowii  brand  of  oat  meal.  i\nothcr  ecpially  suggestive 
anvertisement  is  that  emj)loved  by  an  insurance  com- 
iMMv  of  a  picture  of  the  rock  of  (iihraltar  as  typical  of 
its  own  strength.  In  a  recent  attempt  to  discover  tlie 
attractive  element  in  the  advertisemt  lit,  a  successful  ad- 
\i  rtising  manager  received  2,()()()  replies.  The  answers 
(if  tile  ma  iority  of  the  readers  clearly  showed  that  the  first 
tiling  thev  looked  foi-  was  e\  idencc  of  the  relialiihty  of 
llie  goods,  the  firm,  or  the  medium. 


\     M  VI  M  Ml     Ue\   llf    en  IM    1  \      ,(,-.-.1  >»    l.m  n     Hill 


;  1  K       1 1  I 


'  V   .'^  I  I   \  t 


\'  t  linn-    oi     ri'liahi 


lit' 


IS 


iiat 


autliori 


tv 


It 


IS, 


Ml 


II 


ifM 


11 


Al)Vi:i{TISIX(J 


reality,  a  special  (lc\  ic-r   for  indiicin!^  contidciu'c  in  tl 


ic 


Avarcs  advertised.      Jii  the  reali 


II  of  oratory  or  the  pro- 


tessioii   of  teaehinn-  this   device   is   al)sohitely   essential. 
The  teacher  nnist  si)eak  with  authority,  or  his  conclu- 

is  SI  1^  litest  ions  ^o 
icre   is  also  i>reat   need   of 


sions  are  taken  with  liesitation  and  h 
unhetded.      In   advertisinu-  tl 


inijiressin^-  the  prospective  hnyer  with  a  feeling-  that  the 
advertisement  speaks  with  authority.  This  is  espe- 
cially important  in  financial  advertisemc^its  and  is  <,a'?i- 

le  use  of  ii 
ers  and  directors 


erally  employed  by  hankers  and  others,  hy  tl 
lon^-  list  of  the  names  of  inlliiential  otlici 


in  connection  with  their  various  aiu 


louncements.     lint     i 


the  most  extravayatrt  use  of  this  device  i 


s  seen  in  the  ad- 


vertisements  of   patent   medicines,   the  test 


imonia 


Is   of 


pul)lic  otHcials,  ministers  and  o])era  stars  heinn-  especially 
pronn'nent  in  all  such  advertisi!i<r.  The  latter  also  H-^- 
ure  i)rominentlv  in  all  other  classes  of  puhlicitv,  r;in<nii<r 
from  pink  ])ills  to  pianolas.  They  seem,  in  fact,  to  he 
an  authority  on  all  tliinos  pertaininn^  to  human  emoti 


)ilS. 


).  Su(ffic.sii()u    induced    ht/    repetition. — The    thin!    I     | 


method  that 


IS  commonly  used  in  arousino-  suij^nestion  is 


H)^^ 


isers   (lenv 


that  of  repetition.     ^Nlany  successful  advert 
that  there  is  anythiny-  like  ])sycholony  connected  with 
their  ])articular  method.     They   even    hoast   that    tl 
have  violated  every  princi|)le  of  advertising'  as  set  d 


lev 


own 


hv  tl 


leorr 


1 


little  unattractive  advert 


or  example ,  one  advertiser  points  out  tl 


iseme 


nt,  1 


ISO  s 


lie 


///•(■ — onlv  a 


few  lines  lon^-,  with  !io  attempt  at  prominent  displj 


reason-win 


'>r    anvthinu- 


ly, 

l)orderin,L;'    u|)(»n    haluncc, 


symmetry  or  -uuncstihility.  Another  business  man 
scouts  al  llie  id(  .1  nf  needino-  authority  or  rcliahililv  as 
])romineni  factors.  Iiy  ref'erri  in-  to  the  success  of  a  cer- 
tain shoe  adxciliseiiient    wli- re  not   oidv  the  piinciples 


ot   composition   ai'e  disregarded,  as  well   as  m 


0.-5L     OllKT 


th 


^ 


I'SVCIIOLOOV  ()!'■    ADVKKTlSINCi 


53 


the     1 

!•()-      I 

iai.   -^. 
In-     ^ 

«"   1 
()|      J 

the  ■;; 

pc-  .| 
r  a     ^ 

\vt   ' 
ul- 
of 
lly 

'  <  p- 

lur    I.  ,^ 

-      F 


DC 

lis. 

nl 

is 
iiy 

til 

cy 

Ml 

ilr 

a 


|)iiiici|)k's,  l)ut  wlicre  the  piciure  of  a  bald-liejuled  man 
IS  thrown  in,  with  whom  I'rom  a  i)syc'hoIo^ical  })oiiit  of 
.  irw  it  is  (htlicult  to  assot'ialf  the  shoe  trade.  To  ehneh 
iIk  ai'^imieiit  a^uaiiist  the  j)ossihihty  of  em|)loyin<4'  psy- 
chology in  the  tield  of  advertising-,  the  theorist 
Is  (Hiveti'd  to  note  the  resuJts  ol)tained  ])y  the 
iM.iiiiifaetnrcrs  of  a  eertain  taleum  powder.  What  con- 
met  ion.  they  ask,  is  there  hetween  a  ])hoto^rapli 
"I  a  Itristly-liaired,  swai-tiiy-hearded  in(hvi(hial 
aiid  tile  virtues  of  a  (hiinty  ])o\\(ler  for  the  skin^  Tlie 
siiU^iiNtion  mi^^ht  he  anythin<4'  hut  hodpfnl  in  its  effect 
ii[ii>ii  |)eople's  desire  to  huy  this  particnhir  talcum 
jinwder. 

Although  these  advertisements  show  a  disregard  of 
tiiany  things  that  mi«^ht  j)rove  lielj)ful  to  them,  they 
have,  however,  employed  one  of  the  strongest  methods 
of  indueinn-  a  su_<4<^esti()n.  Advertisements  that  are 
St  (11  day  after  day  have  an  effect  upon  tiie  mind  similar 
In  that  made  l)y  daily  contact  with  our  associates. 
Mras  which  at  tirst  are  repellent  may,  hy  constant  rep- 
1 1  it  ion.  hecome  more  acceptahle.  Many  iiu  advertise- 
iiKiit  j)roves  a  failure  upon  its  lu'st  ai)])earance,  l)ut 
Liiown  familiar  with  its  face,  we  first  "pity,  then  en- 
ihiii',  and  then  emi)race."'  It  is  said  that  the  face  of 
(iirhard  Mennen  is  piinted  more  than  10(),(){)(),()()() 
times  a  year  in  the  advertisements  of  Mennen's  Talcum 
I'nwdcr.  niakino-  him  a  rival  of  tlie  i)osta^e  stamp.  A 
photograph  for  every  man,  woman  ami  child  uixmi  the 
(nntincntof  North  and  South  .Xnurical  It  is  upon  the 
1  lower  of  suggestion  induced  l»y  repttilion  that  the  husi- 
iicss  man  bases  liis  results  when  he  uses  insertion  after 
itiserti<>n  in  tb.e  s?nne  u?>d  ditlVren.t  uuhlicMt  ions. 

U\.  Sii(/(/('fiti()!:  liij  iufcrviicc. — A  fourth  URtluxl  of 
inducing  the  i)ros])ective  i)urchaser  to  huy  is  a  comhina- 


64 


Al)\  i:KTISlN(i 


ti' 


iiii 


Mm. 


tion  of  tlu-  otluf  metliods.  It  may  be  c-allod  su^fj^cstion 
l)y  inriTiiicc.  Hy  lliis  is  meant  tlic  pi-occss  hy  wli'di 
tile  a(l\ei-tisemeiit  l)i-iii;^s  the  I'eader  to  tlie  desired  C(  ii- 
eliisioii.  without  directly  referring  to  eei'taiii  (|ualitie>. 
\irtiies,  or  heiieiits  of  tlic  ,i^o()ds  or  sei'\  iees  adxertised. 
A  readei-  who  is  di'awn  thus  to  the  advertiser's  eoiielii- 
sioii  is  hound  to  it  hy  the  whole  I'oree  of  his  own  e<^()tisni. 
lie  feels  that  he  has  nasom-d  it  all  out  himsell',  that  it 
is  his  own  idea.  The  recent  address  of  Attoi'ney 
Johnson  hel'ore  the  Vipreme  Court  in  the  Standard  Oil 
Case  illustrates  this  method,  although  (inployed  in  a 
ditt'ereiit  Held  of  endeavor.  In  referring  to  the  suli- 
jeet  of  unfair  competition  he  said: 

'"Is  tlurr  ,1  kind  of  soft  (•('iiiju'tition,  ;i  I'ickwickiaii  compoti- 
tiori,  ;i  kind  of  kid-^lovc  x.iriity  wluff  tlicv  jiiNt  coinpcK'  so 
iiicclv  lliat  it  won't  hurt?  (linrr.il  Slu  rinan  usfd  a  word  in 
drsciihino;  what  war  is.  I  won't  use  the  word  in  your  Honor's 
j)rtsiiut'  l)ut  that  is  wliat  conipctition  is.  Vi't  llicy  coniplani 
hi'causc  we  undersold  si/nieoiie." 

'I'liis  melliod  of  leading  to  a  conclusion  hy  indirect 
suggesti»)n  well  illustrated  in  the  advertisements  of 
those  firms  who  must  meet  strong  comjjetition,  but 
who  know  the  had  impression  made  uj)on  the  ])ublic  by 
a  direct  attack  up(Ui  a  competitor's  products.  The 
"I'ostum  Cereal"  advertisement,  whicii  indirectly  sug- 
gests that  yoni-  loss  of  sleep  and  ap|)etite  is  due  to 
coM'ce,  is  an  advertising  masterpiece.  It  does  not  argue. 
It  simi)lv  suggests  sleeplessness  and  cod'ee  and  then 
iiatlers  the  ivuder  into  the  associatiiiii  of  the  two  by  con- 
cluding: "There's  a  !(  ason."  The  addition  of  the  i)ic- 
li!!-,.  ,,{'  !!i.>  ki'i.dlv  old  diictnr  i.'iirth.er  strenolheiis  the 
conclusion  by  its  own  iiKhrect  suggt'stion. 

47.    Whlif   rcldl'unis   of   jisiicJuiUkiji   (iikI   I)ii.sin('ss\ — 


rsv(;iinT.(H.v  or  Ai)vi:K'risiN(i 


.);) 


The  attempt  in  tV.s  clmpt.r  has  not  hecn  to  cxpoun.l  a 
,,„HpWte  thu.rv  of  a.lvcrlisino..     Tl.is  wouM  be  a  most 
aMVieult  luatkT,    .eeause  there  is  still  so  miieh  that  is  un- 
,  ,„„vn  ill  vc^^rd  to  the  aelions  of  the  mind  an'  the  emo- 
tions.    Still   the   ioreo-.,ino-   pnneiples   eover   the   main 
points  of  eontaet  between  advertising  an<l   psyeliolouy. 
TJK.  advertiser  should  be  eontinually  on  the  lookont  tor 
,  uTV  indieation  as  to  whether  a  ,m  eat  number  of  people 
,a,„;ot  be  ai,l)ealed  to  thmno-h  th.  sai.u-  emotions  or  in- 
stincts at  anv  oiver  time.     A  list  of  these  mi-ht  be  ex- 
„„l,,l  i,uK     litelv,  but  sympathy  and  the  .nst.nets  ot 
proprietorship,   self-i.reservation.   aapusit.on,   creation, 
association  and  curiosity  are  leadin-  ones.     Appeals  to 
Mich  emotions  mav  be  discovered  if  a  little  analytical 
attention  is  given  to  the  various  advertisements  ot  medi- 
,i„c.  food,  clothiuK,  tirearms,  and  so  on,  m  any  man-a- 
im'     11  is  not  possible  to  tell  exactly  ^vhat  r.  suit  will 
,llow  a  oiven  line  of  advertising,  but  the  testimony  ot 
n„c  successful  advertiser  ujH.n  this  point  is  sigmticant: 

\11  tl.o  c,n..ti..n~  .,f  die  huiuM-i  nice  ave  laved  upon,  a])- 
p,,l..l  t.,,  coax..!,  rultivatr.l  a,ui  utiii/ed.  Tl.e  u.an  ul  >  ean 
t,  11  „u.>t  ..earlv  wl.at  one  thnu>an(l  ,■  M''  ^^111  tlunk  upon  any 
.iv,n   topic    will   eonie   neare>t  to    pn-au.      -   successlul   aclur- 

ti-ing. 

\H.  Help  obtained  from  p.y/chological  .s/»J/V.v.— The 
sliidics  of  the  professional  psycholooist  are  adding  mcw 
•Material  everv  vear  for  the  use  of  the  advertising  man. 
\nl  ,.nlv  adver'tisers,  iait  nun  from  all  lines  of  business 
n-e  watching  for  further  suggestions  from  this  direction. 
Professor  lli'go  Muensterberg  refers  U,  this  point  m 
the  following  way: 

•n,o    experimental    stu.lv    of    Ihe    ronnnereial    ,,ue.ti.,M    may 
(l„,llv  l.Hn-  new  el..arnc.ss  into  the  nlatiuns  of  trul,.  and  law. 


■^ 


ff 


I 


ADVMUTISINC 


'I 


<>    <rivo   one    illu>tr;iii()ii 


fi 


om  m.'inv, 


iii.'iv    inciitioii 


tl 


ic  case 


<)('  <'(iiiiiiu  rcial  iiiiit'il  inn.      l'".v(.  rvoiu'  who  Ntudlcs  [| 


IC    CIUI 


11  rt 


i(>traint    iil'   \v:u\v  hcconics   iiiipri'^Ncd   with   thr   loo- 


r:it>s  and 


v.i;4'ii('in>N    I 


if   tl 


i^al    Ideas    iii\(il\iil 


hi'i-c 


in^    iioMhcrc 


a    (li'finitc    standard.      In    i)ii\ 


nm- 


is    favorite    article    the 


pur 


tliaser  IS  some 


ord(  r   no 


t,  t 


times  expt'cted   to  exert   the  sharpest   attent!  )ii    in 
o   he  deceiM'd   liv   an    i.nilation.      In   utlier  cases,  tht 


court    ^eenis    to    consider    the    purchaser   as    t 


te    mo 


st 


carelo: 


stuj 
'i'l 


person,  u ho  ( 


an  1)1'  tricked  h_v  ;\n\  superficial  simihirity. 


le    evidence    ol 


le   trade    witm 


an   ( 


ariiit  r;i  rv 


fact( 


If  so-called  ordinarv  purcliaser  clia:.<i-es  lu 


ntir 
h 


civ    ui.relial)! 


mental   (juahtiis    witii   every   jud^e,   aiu 


1   it 


for 


til 


I'sei'  wiiether  a  c( 


rt, 


iln  lahel  w  il 


construed 


hie  t( 
as  an  unallowet 


set'His   im[)ossi 


imitation   of  tiie   otiier  or  as  ;i   similar  but   ludependeut  trade- 


marl 


In  the  interest  of  ])s\clio]oo y  apjilied  to  commerce  and  lahor, 


I   h:i\'e  collected   in  iiiv  lalioratorv  a  lar^-e  niimiier  of 
uhu'l"   show  all  jiossiiije  decrees  of  imitation.      I 
is   evident  that   the   similaritv   of   form,   or  col 


specimens 


n  every  case  i 


or,   or  name,   or 


})ackin^  is  used  in  a  conscious  way  in  order  to  profit  from  the 
reputation  «;f  another  article  wlii(  h  has  won  its  popularity  by 
(joality  (jr  l)v  advertisement.      I  have  a  bottie  of  Moxie  ainonf 


a  (lo/en  imitations  of  similar  name 


s,  m 


bottl 


es  ol  snnilar  sliane. 


and  V,  ith  the  beverage  similar  in  color  to  the  successfu 
tised    Moxie.      'J'omato    ketchups   and   sardine    boxes, 


iiy 


Cl 


adver- 


garettt 


cases  a: 


<1  talcum  jiowdcrs,  spearmint  ojunis  and  ]}\\\\f  tobacc( 


;love  laiiels  and  vaudeville  ])osters,  jiatent  n.edicines  and  gela- 


iius,  appiai-   ii;    i 


nt' 


^tino•  twin  and  tri{)let  for 


ms. 


Tl 


le  ciira- 


rette  boxes  of  I'.gyptiau  Deities  are  acc()n'})anled  by  tin 
I'.-yptian  I'nttiest  ;uid  the  K;4'yptian  Daintiest:  Kupena  ;.tand- 
at   the  Mile  of  I'ernna  ;  and  the  Pain  Kx])eller  is  jiacked  ;uid  bo* 


I  ieii 


Kill 


er. 


Not    .'i    few  oi'  the  specimens   of  my    imitation   museum   have 
kept   \\^'    lawyers  busy.      \  et  all  this  is  evidently  at  first  a  case 


v>imie     JMOOieiil     IKIOII^I     lo     I  lie     p>\- 


■liolony   of  reco;^iiition.      There  would  be  no  difficulty    in  pro 


dueiiin'    in    the    laijoratory    condition 


s    under    winch 


tl 


le    mitital 


I'SVCIIOl.or.V  OF  ADM'.UriSINd 


)  ( 


principles  involved  could  he  rcjH'atid  ;in.l  hrounl't  under  exact 
oli-rv.dion.  Many  obstacl. -.  would  have  to  l)c  overcome.  l)ut 
(Hrt.iiulv  liic  c\j..rini<iit  could  dctcruiinc  tlic  d.o:v,'  of  dilH- 
ciillv  or  case  witli  wincli  tlif  rcco^nution  of  a  certain  impres- 
sion can  he  .secund.  As  soon  as  such  a  scale  of  the  dc<rret'S  of 
altrntioii  \vcre  ^r.iincd,  we  couhi  have  an  ohjcctive  .^andard 
and  couhi  dctcruiine  v\  1  ■  tlier  or  no.  o  nuidi  .dtoution  was 
ii,r(li(l  to  distin-iuish  an  unitation  from  the  ori^inah  Then 
«v  mif'ht  fim!  hy  ohjectixe  mctliods  whetlic-r  the  viUa^'e  tiru^ 
>torr  or  oar  lack  of  att.nCon  was  '  i  hlame  when  we  were  anx- 
ious for  H  M'l''^-^  <»^  M.>xie  and  the  drrk  o;avf  us,  instead,  the 
lirnwii  hitter  fluid  from  a  bottle  of  Noxie,  Hoxie,  Noti-Tox, 
Mndox,  Nox-ail,  Noxem all,  Noxie-C'ola,  Moxine,  or  Sod-Ox,  all 
,,f  which  stand  temptip<rly  in  my  httle  museum  for  uppli'-'d 
l,-.vcholorry.' 

McClun'n  Maaatint',  August,  1907. 


CIIArTKH  111 

ADVKHTISINC;  TECHXHn'F- 

■fO.  h*il(ili<i)i  of  t/ij)(>(/raj)Jr  to  advi'iiisiiuj. — At  best 
the  altciiipl  l<i  eoiiM'v  our  kiiowledn*'  to  other  people 
i*;ills  short  of  eoiuplete  aeeoinphshiiielit.  Xo  niediiiin 
seems  to  (ari'v  without  some  (hstortion  ideas  as  we  led 
and  Know  them.  I'i\t.ri  the  ph('no<4'raj)h,  tlie  most  exaet 
repnxhieer  ol'  iiiairs  spoken  thou^^hts,  <^\\vs  them  r)aek 
(lepri\i(l  of  the  (piahty  of  flexible  resonanee  which 
oidy  tile  human  oi'^au  of  speech  jan  impart.  Since 
man's  intellectual  moti\es  outstrip  all  means  of  express- 
ing them,  it  devolves  upon  hii'i  to  [jcrfeet  the  niediuiiis 
so  that  tliey  may  accomplish  their  work  as  completely 
as  possible.  L'irst  a.mong  tlie  mediums  tVom  the  advei- 
tisei-'s  j)oInt  of  view  is  the  art  of  printing.  'I'he  adver- 
tisers suggestion  or  argument  will  ac(juire  or  lose  force, 
c-Uarness,  and  directness  in  pro|)orti()n  to  the  litntss  of 
the  typogi'a|)hy  used  in  the  construction  of  his  ad.  Tlie 
di\  ision  of  labor  in  the  printing  olHee  has  meclianicali/t d 
an»l  specialized  t!ie  ])rinting  trade.  Says  mw  wi-iter. 
"Now  all  is  system,  know  ledgt  by  the  giace  o\'  foi-muias 
and  figures."  The  "all  i-ound"  piintcr  has  gi\cn  place 
to  a  scries  of  specialists  the  "ad"  compositor,  the  maki  - 
.ip  man,  the  pressman,  the  |)ress  feeder,  the  machine 
op(  -aloi'.  etc, 

it  is  therefore  esseni'.d  that  the  adxcrtlser  know 
something  o|'  the  printing  tcclini(pie  which  \ii\'  l\cs  llie 
priinai'y  rnli  s  ol'  c(.iiiposit  ion.  of  |)rop(iit  ion.  of  balanii 
arxl  of   p'.  rspecti\e.      It   is  necessary   that    he  be  abli'  \i> 

:.s 


:   i 


.'^ 


Al)\KH'riSlN(i  'i'K(  IIMVli:  ■,{) 

pass  iiidepcndent  judniiu-iit  upon  tlie  cluiracter  of  work 
to  l)c  turned  out  by  the  |)rintci'.  His  motive  is  strietly 
iit"'i'ariaii,  l)iit  lie  dois  not  wish  tltat  the  shal't  of  his 
',  v"'  he  tiiriie(i  aside  hy  inartistie  priiitiiiu-  froni 
_,•  strai<'ht  to  tlie  hull's  eye  of  the  reader's  eoiiipre- 
I  ..on.  ir  the  ])rinte('  a<ivertisenient  is  to  he  i)ro|)erly 
lialaiieed,  the  eoiiii)ositor  must  ^ive  attention  to  the  se- 
l((ti(in  of  ])roper  tyi)e,  its  most  skilU'ul  arranj^'ement 
and  a  earel'ul  distribution  of  the  white  space  and  black 

iiil;. 

.")0.  Poitit  ftj/Nlrm. — The  ])rintin<r  trade  offers  uiaiiy 
excellent   illustrations  of  eoid'ormity  to  the  tendencies 
ol  industry  in  general.     The  division  of  labor  mentioned 
abisve,  the  development  of  new  and  specialized  machin- 
I  ly.  the  or<'anization  of  tyi)o;4raphieal  labor  unions  are 
the  most  tyi)ieal  of  modern  industrial  o- nani/ations  for 
the  oi'catest  economy  of  operation.      Ii  is  not  strange 
dun  that   here  also  we  lind  in  an   ■.idvanced  sta<;e  the 
jMoccss  (»f  standardization.     To  save  i)rintcrs  the  addi- 
liiinal  lal)or  and  loss  of  time  occasioned  by  ditVerence  in 
sizes  of  type  which  were  the  same  in  name  and  style,  the 
t\])e  foundirs  adopted  a  uniform  standard  of  measure- 
iiMiit.     Thus    standardized,    it    became    known    as    the 
'  |t(.int"'  system  and  all  tyjjc  foutiders  now  follow  this 
standard  in  castinj^-  their  tyi)e. 

Tin-  size  of  a  letter  has  reference  to  its  length  I'rom 
tlic  t'lp  to  the  bottom  of  the  tvpe  face,  but  under  the 
m|(|(  r  svstem  this  icn^lh  nii^ibt  \ary  fiom  foundry  to 
tuMndry  althouidi  Ihc  same  name  and  slyli-  woidd  'le^ 
■  ■\\v]\  to  the  letter.  Utiicc  if  an  advertiser  orderid 
luo  ditVerent  nonpareil  types  he  would  probably  dis- 
iu\er  di'V<'rences  in  the  appearance  of  the  two  advertise- 
ments residtin-^-  fr'>m  the  smaller  size  of  the  Kthrs  in 
the  one.  although  the  style  would   be  ihe  ^anu    in  both. 


Mi 


CO 


ADVKliTISINCi 


ir 


Eacli  style  of  type  is  now  standardized,  tliat  is,  it  always 
hears  tiie  same  fractional  relation  to  the  inch.  iVeeord- 
in^  to  this  system  the  inch  is  divided  into  seventy-lwd 
parts  and  eaeh  di\  ision  is  ealled  a  "point."'  So  a  style 
designated  "six-jjoint  type  or  nonpareil  is  six  seveiity- 
seeonds  (,«i-72)  of  an  ineli  in  de|)th  and  all  type 
I'onnders,  all  printers  and  advertisers  should  know  on 
just  what  size  to  count  when  nonpareil  or  six-point  is 
designated. 

Confusion,  however,  may  still  arise  since  the  ])i-inting 
"face"  of  a  type  is  not  its  actual  depth  as  laid  down  hy 
the  point  system.  An  illustration  will  make  this  fact 
clear. 


J 


....< — .y 


% 


1.    I  pI'iT   (i^'iin-   shi.w-.   t\|H>   fail-  aiiil    l>:i-.c  nf  7<  Jiniiit 
an<l    :((i   (loirit 

■J     l.i'«  T   liruri'  .-liiiu  ,   ImmIv    iiii  Iimi.I,   ).;i\iii>;  a    \  u\s   n( 
t  Ih-   fai  1    ami   ipl  (p  r  Iral  urcs. 


II 


Al)Vi:UTISIN(i  TKCIINIQUE  61 

'I'he  1)asc  uhic-h  Irtl-  is  (Mv.  inch,  determines  the  si:/.e 

,,f   this  type    ..hieh   is   the  unit   of  comimrisoiK     It   is 

railed  Ti'-point.     'Vy^c  ^vith  a  base  of  one-half  ineh  is 

known   as   .'}(;  point    and   contains   just    lialf   as   many 

points  as  tlie  former,     lint  it  will  he  notieed  that  the 

■M-intin^'  face  is  not  .'juite  an  ineh.  in  ]v\\<^\h.      In  ;\  '^i^- 

ineh  point   type  it   would  he  about   three-eighths  of  an 

inch.     This    cdlows    one-ciohlh    of    an     ineh     for    the 

•shoulders"  toj)  and  bottom.      Vet  type  makers  seldom 

\arv  from  a  common  si/e  of  letter. 

:)1.  Tiijx'  ih illness  staiulurds.—  Auoihcv  measure- 
M'.cnt  Mas  found  necessary  to  be  standardi/eti  the 
thickness  of  t'-  '  -pe,  i.e.,  the  distance  from  the  base  to 
the  i)rintinK  surface.  The  term  "type-hi^h"  is  a])plicd 
Id  this  feature  and  embraces  not  oidy  the  thickness  as 
api)lied  to  type,  but  to  all  cuts,  borders,  plates,  etc. 
The  standard  established  is  .918  of  an  inch  and  the 
j)uri)ose  of  establishing  a  uniform  thickness  from  the 
hase  to  the  ])rintinK  I'^i^'^'  '^  '"  ''^  ^^"■^'  "'  '"^  al)S(»lutely 
|<  \cl  printin<4'  .surface. 

The  following-  table  shows  the  different  sizes  of  type. 
Two  nomenclatures  arc  used,  since  ujidcr  the  old  system 
.,r  nieasm-emcnt  the  si/c  of  ty})e  was  shown  l)y  it  ,  name 
this:  nonpareil,  pica,  canon,  etc..  and  these  names  .still 
p.  rsist  alon*;  with  the  new  system  indicating  lypc  sizes 
iiiMJcr  the  i)oint  system. 

,,1  ■    V  Hrilli.int 

;5' ^-pniiit     

,  1  "  ,.  l)uilll()ll(i 

-    ■       « •'""■' 

;,!..       <■'.         \j;,it.- 

..  4i  N()iii).t  III! 

U  ' 

I.  Miiiiuti 

I  

J.  t.  Hii  \  u  r 

(J  ,.  Hoiirj^i'ois 


M:- 


6S 


ADNKK'l'lSLNG 


10 

11 

14 


16 

18 


04> 


Hi 
HH 
30 

aa 

36 
40 

44 
48 


60 


it    I.<.ti--  1' 


.SiiihII    I'l 


rmicr 

I  r 


Inline    Nonpareil     or   I'ici 


M 


i!ic    .MiiiKin,   or 


i-:„u-i 


i>h 


;Mim-    IVail 


H 


rc\  ur.   or   ( 'o'.iiiiiliiai 


;}  line  Noiiparril.  or  (inat  I'l'in 
..'.'line  I, oil"'  i'niiicr.  or  I'ar.ijj" 
jMlnc    Small    Ti 


ur 


1-  line   NoMjiarcii.   or   Doiihic    1' 
5,'-liiR'   I'.n^-I 


KM 


;)-iiiic    Aoiipan 


1-liiif   Hri\i(  I- 

.(Mine   Nor'.pari'il.   or  I^i-lliic  (it.    I'rlintr 

Doiiiijc    l'ara;;(m 

T-liiic    Noil j)a>'iil 


.  4-liiic   Small    I'ica.   or   (' 


OKI 


H-Jiiii'   Nonpanil.   or    i-liiu-   I'ifii 
!)  line    Noiipari'il 

r 


lO-li 


lie    NoiipaiTil,   or   .)-litK-   1  ica 


l;J-Iiiu'   No'ipanil,  or  (j-iiiic   Pica 


,  .")•_'.   Mcdsur'nKj  h/f  cms.      'l\\v  point   systerii  does  not 

■  3|M''>'  t"  ^'"-'  iiK'asurtiiR'iil  of  type  wlun  the  width  of  the 

i  iri(li\  i(hi;il  letters  of  the  k-noth  of  a  line  of  iy]n'  arc  i  on- 

side  ri'd.  'I'>'l>e  founders  follow  a  certain  standard  pro 
portion  hut  thei'e  is  not  sullieieul  uniformity  to  enal)le 
the  practice  to  hf  I'-jdueed  to  a  lule.  I""or  this  reason,  a 
ieller  of  eeriain  si/e  ( its  h'lioth  alone  liein^-  considi  yc(\  I 
may  he  much  w  id(  r  in  one  style  than  another.  Tin 
followino'  hues  s(  t  in  different  st\  ies.  hut  <'onf;iinin<!'  the 
same  nund)er  of  lellcrs  of  the  same  si/.e.  iliustralo  tli! . 
diM'ercncc. 

The  Alexander  Hamilton  Institute. 

i  I 

i  (  The  Alexander  Hamilton   Institute. 


i 


AOVKUriSlNC.  Tl.C  1IM<.>IK  (^'-^ 

This  .linViTiK-c  in  the  w='tli  of  iacTS  is  also  ol)scrv:il)lc 

.:  Hnu  tlic  same  stvlc  o'"    ,  pc     Although  printers  have 

,,l,,,v..re(l  to  reduee  tl.e  variations  as  n.ueli  as  possible 

,  ,c  are  still  -reat  .lifVerenees.     To  speeify  a  pro-res- 

.Nf  increase  in  wi<lth  Ix  yoiui  a  certain  standard,  the 

,  ,  ,ns  lat.   .road-faee,!.  expanded  aiul  extended  are  nsed: 

k.uise  a   progressive  decrease   in   ^vid!h  is  designated 

tlu.  words  standard,  lean.  eDiidenseil,  and  extra  eon- 

'  used, 

.71  Elxpanded  ^-* 

M     Standard     

M      Extra  Condensed  '"" 

Tlu.  use  of  fhese  different  letter  ^vidths  will  make  a 
oH.M  ditV.  renee  in  the  ap|.earanee  and  the  nnniher  ot 
V  orns  in  a  line  of  type.     'l"luis  the  following  hne: 

The  Alexi'iidcr  IlaiinUon    hihlitnte 

oivcs  a  very  dillVrenl  inii)ressi..n  from  the  one  below, 
IThe  Ale^cniuier  Hamilton   In^tittit 
U.eanse   of  th.    variations  in   width   of  the  styles   o 
1,  thrs  and   f.-r  other  reasons  i)ertaining  speeitieally  t( 
l.rintinn  and  the  printing  trades,  the  measnrement  o 
li,K'  of  Ivpe   is  eo.i  ,-led   in   terms  of  "ems."      It   is  i 
prinler's   term    for   his   standard   ol    line   measnrement 
Ivuh  trad,   lias  its  own  peeiiliar  name  for  its  standard  o 
mcMsm-ement.     Thns  the  .lealer  in   fiiv  wood  estimate 
tlu-  si/e  of  his  wood  pile  in  term     of  -eonis,  '  the  sa.lo 
nrfons  the  distaiuv  at  sea  in  -leMnues."  etc.,  ele.       Ih 
,,,,Mler   has   adopt. d    a    simple   standard   ..f   eompntMij 
,)„.  .linunsions  of  i,is  work   by    sel.elin.u   the   s.p.are  .. 
Ilic  I  \  lie  bod\  . 


f  a 


6^ 


ADVKKTISLNG 


5.3.  licasons  for  adopt  Inn  of  "cm"  ns-  standard.—Jiut 
since  each  size  of  type  has  a  (hfferent  s(|iiare,  it  was 
necessary  to  select  some  one  of  the  many  sizes  to  serve  as 
a  unit  to  which  all  others  could  he  reiluced.  The  one 
considered  most  convenient  for  this  jjurpose  was  the  jjica 
style.  Since  the  l)ody  of  the  letter  m  was  the  most  uni- 
form, the  s(|uare  of  this  jjartieular  letter  was  chosen, 
hence  the  name  "ems."  Thus  in  the  measurement  of  a 
hue  of  tyi)e,  no  matter  what  style  of  letter,  the  length 
is  reckoned  so  many  "ems  ])iea."  These  terms  are 
easily  translated  into  popular  lantrnage  since  there  are 
6  ems  pica  to  the  inch.  A  lir.e  of  type  then,  2  1-6  inches 
long  (the  width  of  an  ordinary  newspaper  column)  con- 
tains 13  ems  pica.  This  is  found  l)y  multiplying  the 
numher  of  inches  hy  six.  For  convenience,  rt^ady  ref- 
erence, and  quick  determination,  many  advertisers  keep 
a  tahle  at  hand  wherehy  they  may  deterim'ne  at  a  glance 
the  numher  of  ems  in  any  given  line  of  type. 


A 


illlC     () 


f  .'^ 

'     !^ ' 
•     I)  1 

^-; 


iiiclics    lon^   roiitaiiis    1  ^!   cins 


it 

ft 


11 

u 

1.1 

.4 

1(> 

ti 

17 

a 

18 

4. 

1!) 

n 

yo 

ii 

;^i 

kb 

oo 

ki 

'i;5 

a 

.'n 

ii 

?.'.-, 

k( 

!^() 

(k 

.'.>7 

>( 

ilH 

kk 

W.) 

kk 

ADVKRTISINd  TECllXIQUE 


65 


Siicli  a  table  is  especially  valuable  to  the  trade  journal 
advertisers.  These  papers  vary  considerably  in  the 
width  of  their  columns.  For  instance,  Hie  Electrical 
Aye  lias  a  width  of  column  measuring  2'  ^  inches  or  15 
ems;  Tlte  Iron  Age,  'lY^  inches  or  l.'J'/^  ems;  The 
American  Klevator  and  drain  Trade,  4e'-]\  inches  or 
•.'8'._.  ems,  while  The  Roller  Mill  has  columns  of  two 
widths,  21/4  and  3';'i  inches  or  l'i\j.  'I'ld  22^/.  ems  re- 
spectively. The  columns  in  the  po])ular  magazines  are 
of  a  uniform  w  idth  of  2-;5  inches  or  1(5  ems. 

M'.  Spares  in  printing. — Jiut  type  alone  is  not  the 
sole  thing  to  be  considered  in  the  composition.  The 
s])aces  between  the  letters  and  between  the  ending  of  one 
sentence  and  the  beginm'ng  of  the  next  and  the  distance 
Ixtween  the  lines  must  be  provided  for.  This  spacing 
is  done  by  means  of  pieces  of  type  metal,  copper  and 
hniss.  These  "spaces,"  as  the  pieces  are  called,  vary 
in  size,  ranging  in  width  from  one-half  point  to  three 
eiHS.  The  narrower  pieces,  one-half  point  made  of 
c()p})er  and  the  one-point  made  of  brass,  are  used  chiefly 
to  justify  the  lines,  i.e.,  to  make  the  lines  come  out  so 
evenlv  tiiat  thev  mav  be  locked  finnlv  in  the  forms. 
The  wider  spaces  are  known  as  .3-em,  t-em,  and  5-cm 
spaces;  a  .'J-em  space  being  l-.*J  the  width  of  an  em  and 
^n  on,  i\n  em  is,  as  we  have  seen,  the  s(piare  of  any 
size  oi'  type. 

The  still  wider  spaces  are  known  as  "quads."  The 
.\-(luad  is  the  smallest  of  the  group,  being  1  o  of  the  em- 
qiia*],  while  the  other  pieces,  called  2-em  and  .'}-em  quad- 
rants are  double  and  triple  the  M-(juad  in  width. 

SPACES 


I      I      I     I 


Hair      j-em      4em       i  <'m        Kn       i-em 
Spare    hpare    Spare    Space    Quii    yua.l 
IV -5 


■    PItl 


66 


A1)\KUTISING 


For  sj)acin^  between  the  lines,  thin  nicUal  strijis  arc 
used.  These  are  ealled  "leads"  and  the  ])r()eess  is  called 
"]eadin<)'."  Since  they  vary  in  thickness  the  strips  are 
measured  by  means  of  the  ])()int  system,  the  smallest 
l)ein^  one-point  '>r  \-7'2  ol'  ati  inch  and  th.e  largest, 
.3-points  or  l-'JJ-  of 


an  inc 


h.  The  2-point,  however,  is 
the  one  most  I'retinently  used.  If  a  thickness  p-tater 
than  .'J-poinl  is  needed,  a  metal  stiip  called  a  "slu<^"  is 
used. 

.}.).  Selection  of  ijipc  shcs  and  .sli/lcs. — The  average 
reader  pays  very  little  conscious  attention  to  the  various 
lines  which  make  n|)  the  individual  letters  of  a  word. 
Still  the  human  eye  has  its  ])rejudices  and  for  some 
reason  or  other,  ])rol)ahly  because  of  legibility,  it  has 
^ivcn  distinct  })reference  to  the  Roman  type.  Refer- 
ence to  the  specimen  books  of  the  ty])e  foundries  will 
show  that  nearly  all  of  the  current  styles  are  based  on 
the  lines  of  the  Roman  letter.  For  this  reason  the 
body  '  matter  of  "he  advertisement  should  be  printed  in 


R 


tv 


Th 


)ther  f; 


)f  t^ 


that 


Oman 
may  be  used  for  display  unes,  title  pajres  ot  hooklets, 
catalofifucs,  folders  and  so  o?i.  But  even  here  the  selec- 
tion of  other  than  Roman  ty  ,  should  not  be  hastily  ile- 
cided  upon. 

The  selection  of  type  requires  considerable  judj;- 
ment.  Tiicre  are  prol)a!)ly  ci^ht  to  twehe  hundred 
styles  of  type  and  this  joined  with  the  larnc  number  of 
different  sizes  makes  the  "lay-out"  of  an  advertisement 
a  ditlicuit  matter.  One  writer,  Mr.  A.  M.  Stryker,  ad- 
v'ses  the  following: 

'  r>  1H'  is  (ii\iilc(i  Inid  Ivvii  I'Lis-.!",.  1.  "FJoilv"  tvpc  is  nsrd  in  scttiriff 
tlic  liiuly  ur  rcadiii^r  porliniiN  ol'  aiU,  [icrHidii'aK,  aiid  Imiiks.  .'.  "Displ.iy" 
type  is  iiM'il  for  litMiliiifrs,  suhiicadN,  "catvii  lines"  (ir  liius  to  he  niadf 
htrikiiigly  prominent.  Tiicse  two  faces  tiiflcr  even  when  both  are  of  the 
t>aiiie  stvlc. 


•\\x 


ai)Vi:ktisi\(,  tik  iink^hi;  67 

It  Is  well  to  (.mtloii  tlic  t)o<;iiincr  tliat  in  making  tlic  "lay- 
oiif  of  an  ad  lie  >li()ul(l  not  attempt  to  iiidicatf  the  si/cs  of 
\\\tv  in  wliicli  each  ])art  of  the  cut  ire  ad  is  to  he  set.  To  do 
tliis  successfully  re(|uires  a  thorough'  knowledge  of  types. 
Start  hy  indica!  iIl^•  tiie  sizes  desired  i\,r  ihc  Iieadinn-s  and  pv..i- 
cipal  display  lines,  ^  avin^-  the  sizes  for  the  oilier  j)arts  to  ho, 
.selected  \)\  the  eonipoMior.  If  you  make  nn'-takes.  don't  mitid 
tile  "know  in;^''  ^niile  of  tiic  comi)ositor,  for  you  are  learning 
siiini  lliin;;- — you  may  he  al)le  to  "show"  him  presently.  After 
you  have  become  familiar  with  ty|)es,  measurements,  propor- 
tions and  results,  vcni  can  sidect  the  sizes  for  tlie  entire  ad. 


Ill: 


:i  ( 


linl 


')(),  A(1v(inl(i(jc  of  a  ti/j)C  sjx'cinicn. — The  advertiser 
ay  oiitain  considerable  aid  in  this  direction  by  having 
t  liaitd  a  ty])e  specimen  showing  tlie  si/.es  and  styles 
ariic'd  hy  the  printer.  It  wouhl  t)c  impossible  for  most 
inns  to  carry  all  the  different  styles  and  sizes  of  types, 
lit  lach  will  liave  a  selection  l)est  fitted  for  its  individual 
Miiposes.  liy  arrano-ino-  these  specimens  into  lines  of 
■njiiinn  or  two  columns  in  lenoth,  preferably  tlie  latter, 
lid  indicatino-  beneath  each  specimen  line  the  size  in 
nts  and  the  name  of  the  type,  it  will  !)e  easy  to  esti- 
!iiate  the  inimlx  r  of  letters  for  a  given  S])ace  and  to 
select  a  desirable  style  or  size  for  the  advertisement. 

.")7.  Ksthniitc  of  letters  in  f/ivcii  .spans. — The  follow- 
ino'  sugof.'stions  will  be  found  hel[)l'ul  in  selecting  a 
inMj)er  style  (d'  ty])e  and  in  estimating  the  number  of 
letters  for  a  given  space. 

I.  Select  a  poj)ular  display  type  used  by  ad  setters, 
"i  wliich  the  following  are  good  exami)les: 

Cheltenham  Bold. 
Hdncocl<. 
Winchell. 
Caslon  Bold. 


JtM 


68 


ADV  FJITISING 


Gothic. 

PlymotitH, 

Post.    • 

DeVinne. 
Lithu  Roman. 

2.  Set  introdiK'tovy  luadings  in  8-point  if  the  body 
type  is  (i-poiiit.  This  (Hfrereiiee  of  two  points  for  head- 
in<r.s  ami  ho(hes  e:iii  he  ^eiierjilly  followed.  The  si/e 
of  the  headin^r  should  he  in  harmony  with  the  style  and 

size  of  the  body. 

3.  Use  6-point  or  a  lar^rer  si,  ■  for  the  body  of  an  ad- 
vertisement. Smaller  than  6-{)oint  is  not  advisable  un- 
less mueh  matter  must  he  erowded  into  a  limited  spaee 
and  the  ])aper  is  of  a  hi^h  printin^j  quality. 

4.  Knii)loy  8-i)oint  for  single  eolumn  siib-hcads,  10- 
point  for  two  or  three  eolumn  sub-heads,  and  12-point  if 
a  greater  width  than  three  eolumns  is  desired. 

5.  For  display  heads  use 

from  12  to   1 8-point,  slnrrlp  column 

"  18  to   ;50-poiiit,  two  columns 

"  Jii  to   ;K5-poiiit,   three   columns 

"  3()  to   ()()-j)oiiit,   four  columns 

6.  Printers  seldom  carry  display  tyi)o  of  a  size  smaller 
than  ()-point.  the  most  eommon  sizes  being  0-point,  H- 
])oint,  10-point,  12,  U,  18,  24,  30,  36,  42,  48,  .U,  (iO. 
and  7"2-i)oint. 

7.  In  computing  the  space  that  a  head-line  »;U  oc- 
eupy,  allowance  should  be  made  for: 

a*  Space  between  words  which  counts  as  one  letter, 
b.  Ditt'erence  in  the  width  of  letters  of  various  styles. 

8.  Uy   following  suggestion  7,  a  table   showing  the 


-^ 


^. 


ADVKUTISINC;  TKCIlNK^rE 


fiO 


a\  I  rage  number  of  letters  in  a  line  2  1-C  inches  wide  may 
he  constructed/ 

Average  mniibor  of  letters  per  line 
Tvne  size                                     All  caps              Caps  and  lower  case 
l^-polnt    IS    


14 
IG 

\H 

4« 


15 

Mi 

11 

9 

i 

() 
i 


19 

17 

1") 

11 

9 

8 

5 


9.  If  it  Is  desired  to  use  a  type  size  larjrer  tlian  (»0- 
])()iiit,  which  will  be  but  seldom,  wood  and  not  metal 
tvpe  must  be  ordinarily  relied  upon.  Few  sliops  carry 
the  lar<,^er  metal  tyi)e,  although  it  is  sometimes  cast  as 
large  as  7'2-point.  The  wood  type  is  made  in  multiples 
(if  1'2-point  or  pica  and  its  different  sizes  are  designated 
as  8-line  pica,  10-line  jjica  and  co  on. 

.■58.  Borders. — Type  foupd.ers  have  designed  a  great 
many  variations  of  borders  and  since  they  are  made  of 
t}  |)e  metal  and  set  like  type,  it  is  natural  that  the  i)oint 
system  of  measurement  should  be  applied  to  them  also. 
The  principal  brass  rules  used  for  l)orders  are  shown  on 
|iagr  70. 

Many  of  the  earlv  borders  designed  by  the  founders 
:!!•.  no^v  seldom  used.  The  advertismg  man  can  make 
his  own  designs  by  getting  suggestions  from  the  printed 
i'nnK  IS  of  advertisements  appearing  in  the  daily  papers, 
•  atalogues,  magazines,  etc.  It  is  not  always  necessary 
to  eoi)y  the  border.  The  same  result  may  be  obtained 
liy  cutting  out  the  piint,  pasting  it  on  a  cardboard  and 


.\rniii}rfil  from  tlatii  jriNcn  in  "  I'tic  Advtrtiscr's  1  laiidliook,"  i),igc  7,5. 


MICROCOPY    RESOLUTION    TEST    CHART 

ANbl  ti"d  ISO  TEST  CHART  No    2 


1.0 


I.I 


li^MTA  12.5 

Iffl^u  InnPH 

11  111^ 

Uii     BIA  11111  = 

1:    '  i^ 

WWfc. 

mil  1.8 


1.25 

1.4 

1.6 


/APPLIED  INA^GE     Inc 


rk         1  *609        U'jA 
-  Phon» 


■7 


70 


ADVEHTISINd 


then  luivinn-  it  enlarged  or  reduced  by  pliotographing 
the  desh-ed  size  I'or  the  etehiig. 

BRASS    RULES 


II 


Hair 

Lino 

One 

Point 

Two 

Poirt 

Throp 

Puillt 

Four 

Point 

Six 

Point 

Eight 

Point 

Ten 

Point 

Twolve   I'oint 

i^l^ViHHIMilHiiHHI^HHi 

Fi^lilton    Point 

■■■■■■j^^BMH^M 

Two   Toiiit  ParAllcl 

Three   Point  Parallel 


I'our    Point    P.iralli.l 


Si\    I'oint    P.ir  ill.  1 


.')*.).  Mtii-siircniints  jar  ml\irlisiiif/  sji(uc\  The  pnic- 
iic.d  kiiouifdm'  ()!"  sume  !>!'  the  printiiin-  tcc!!ni(|tie  :!^ 
Liiven  ah()\i'  is  of  \ahie  to  Ihe  adxiiiistr  in  his  tstiiiia- 
tiitn  of  eosts,  hi  Aiiuriea.  the  ad\(.rtis(r  |>a\s  for  li!^ 
s|);iee   so    much    per   "a^^ale    hue.""'       .\i'eoi(hnLi'    lo    tlii-> 

'    riiiv   i:  lint    llir  rc^ruliir  M^'lilt■   I\im-,   ','  .   pninl,  l.nl    ii,  u  .j.np.T   ii>f«t<-  ty|  ■■. 


ADVERTISING  TEdlMQl'l' 


71 


N\  stem  11  line  of  newspaper  agate  is  1-U  part  of  an  inch. 
It  makes  no  difference  whether  the  advertisement  has 
more  hues  ])er  inch,  which  may  l)e  the  case  wlien  smaller 
t\|)e  than  agate  is  used,  or  fewer  lines  ])er  incii,  when 
laruvr  than  the  standard  unit  is  used;  the  space  nuist  he 
pnid  for  on  the  basis  of  14  agate  lines  or  one  incli. 

Oidy  after  long  experience  can  one  tell  oif-hand  the 
fiuiount  of  space  a  certain  number  of  words  will  occupy. 
Tlie  modern  newspaper  and  magazine  practice  of  run- 
iiiiig  a  large  amount  of  display  in  various  sizes  of  type 
lias  made  it  <[uite  impossible  to  do  more  than  make  a 
oood  guess"  as  to  tiie  number  of  words  that  will  go  into 
a  delinite  space.  However,  in  j)lanning  matter  which 
takes  several  pages,  a  table  like  the  following  may  be 
iist'ful: 

TARI.E  I 


MMIIKR 

Ol     HDHDS 

i'cr   1 1  iip.itp  liiK".,  one 

I  11  AKM  If.H    or     IVl'K 

IVi-  s 

juare  Inch 

iiilimiii  wiiU 

',  -2h  inclifs 

Solid 

Leaded 

Soliil 

I  .fiult'd  - 

ii-|i(iint,  NimjKirci!     

47 

Xi 

lOti 

S7 

T-piiiiit.   Miniiin     

:w 

■j: 

s:, 

lii) 

''  |ioiiit,   lift'\iir     

•Mi 

J I 

7.' 

:,\ 

'1  |ioiiit.   Hourffi'iiis     

J(i 

JO 

(i;{ 

i7 

ln-|)oiiit,  l.()ii)r    I'riiutT.  .  . 

^'l 

k; 

47 

'.i(i 

n-|M>iiit,  Smiill    I'U.t 

17 

u 

:>^ 

SI 

!  '-noiiit.    Pica    

!t 

11 

31 

-'5 



CO.  Pvinliiiij  [ihitcs  for  aJiCrtisiiKj.  -Auumg  adver- 
iMHir  nun  and  printers,  jirinling  plaUs  are  popularly 
1  iii.un  as  '"cuts."  'i'lurt'  are  seven  different  kinds  of 
these.  'I'luy  are  /iiu-  (tellings,  half-tones,  wood-cuts, 
elt(lrotyi)(.s,  kad-iiiohhd  elnlrolypis,  niekcllyiKS, 
sill  l-l'acrd     electrotypes     and     stereotypes.      The     first 

.■<  point.  ■riii>  iiitMMiniiHiit  is  iisnl  ill  iuws|iM|)(T.s,  iii.iifn/.ines,  ami  in 
^oiiic  trade  journals,  Mo^l  Ir.ulf  JmiriMls,  Iionm'mt.  nuiisiirc  .iilvcrtisiiiff 
"-p.iec  by  paites,  fractioniil  |>,irts  ni  pa^rc-.  ami  liy  iiicln-,,  the  iia^^f  IkIhk 
ilnnlfd  into  halves,  (iimrt'Ts  aiui  ritriiiiis. 


I'alile  arranged  from  i 


(l.'iti 


AilviTtiscr's   1 1  iiulliiiok,""   jiatfe  4.>. 


m 


1 


"Leaded,"   i.   <•  ,   liius   ^i  iKir.itctl   li\     .'-|>oiiil    U;ul. 


It 


ADVEirJlSIXG 


three  of  these  differ  from  the  others  in  that  each  is  an 
()rif,nnal  pUite  while  the  hist  live  are  reproductions  of 
these  three  original  plates.  The  zinc  etehin<r,  coninionly 
called  a  "line-cut,"  is  etilied  in  zinc  from  any  line  or 
stip})le  drawing.  A  })rint  from  a  zinc  etching  is  char- 
acterized by  the  fact  that  it  contains  only  blacks  and 
wliites,  the  effect  of  tones  being  pnxluced  simply  by  the 
use  of  light  and  heavy  lines  and  by  dots,  which  is  some- 
times spoken  of  as  "spatter  work"'  or  sti))ple.  These 
line-cuts  are  made  by  the  i)hoto-engraving  processes. 
Since  the  proeess  for  zinc  is  fundamentally  the  same 
as  that  of  the  half  tone,  it  will  be  described  somewhat 
in  detail. 

()1.  y/inc  lichinc/. — The  essential  instruments  and 
materials  necessary  for  producing  a  zinc  etching  are  the 
following:  the  drawing  or  other  c()])y  fastened  to  a 
board,  a  camera,  a  long  frame  in  which  the  camera  is 
placed,  a  powerful  electric  light,  a  zinc  plate  with  a 
highly  polished  surface,  a  glass  jdate  for  holding  tlie 
lilm,  a  shallow  tank  and  the  inks,  acids,  de\elopers,  etc., 
necessary  for  developing  and  etching  the  plate. 

The  ordtr  of  procedure  in  this  process  begins  with 
placing  tiu'  board  upon  whieli  the  copy  is  fastened  be- 
fore the  camera,  the  two  luirig  within  the  long  frame 
and  so  ari'anged  that  the  eanu  la  may  be  moxcd  forward 
or  bai'kward  in  older  to  gel  the  |)roper  enlargement  or 
reduction  of  the  copy.  The  correct  position  for  the 
camera  in  (»rder  to  ol)tain  a  Jiegative  of  the  right  size  is 
easily  found  by  measuring  the  image  of  the  copy  a^  it 
ap])ears  on  the  ground  glass  of  tiu'  <'amera. 

The  copy  is  now  in  position  for  pbotograjjliing  and 
iiourrful    ('lectric    jinhts    are    tlirown    noon    the    eo|)V. 


9 

i 


I  iiig 


T 


lis   Hisures  a  clear  and   strong  negati\( 


1   sii 


ati\^ 


After   th.' 


ni'gative  has  been  d<,\  eloped,  the  lilm  is  given  a  coat  in; 


X 


ADVERTISING  TECIINK^UE  73 

,  !  a  solution  made  from  collodion  and  rubber  in  order  to 

t,,nnl,en  it  and  is  stripped  from  the  f^lass  and  placed  in  a 

^Trse  position  on  another  ^dass  where  it  is  allowed  to 

dry. 

Tlie  zinc  plate  now  comes  into  the  i)rocess.  Its 
MiK.oth  surface  having  been  thickly  covered  with  a 
imhlv  sensitized  coating  is  placeil  m  a  strong  frame 
Till  its  sensitized  side  up.  Then  the  glass  plate  with 
\\v  tilm  side  down  is  placed  u])on  the  zinc.  A  clamp  is 
pr.t  about  the  two  and  they  are  to.;ether  exposed  to  the 
'o\uvv  of  an  electric  arc.  The  liglit  causes  the  exposed 
paits  of  the  sensitized  coating  n\nn\  the  zinc  to  develop 
aiul  adhere  tightly  to  it.  Of  course,  the  light  acts  oidy 
upon  such  parts  of  the  sensitized  plates  as  are  under 
the  t'-ans|)arent  ])arts  of  the  iilm. 

At^er  taking  the  zinc  from  the  frame  and  separating 
it  tn.iu  the  glass  it  is  jn-epared  for  its  first  wash.  This 
1>  (Idiic  by  coating  it  with  a  thin  layer  of  ink  which  is  ap- 
plitd  bv  a  soft  roller.  The  zinc  is  now  })ut  in  a  bath  of 
water  and  washed.  This  operation  removes  the  ink  and 
inating  from  all  those  parts  where  the  light  has  not 
( aiiscd  the  sensitized  coating  to  adhere  to  the  zinc  dur- 
ing the  previous  operation.  The  water  having  washed 
au  ly  tlie  ink  from  the  portions  just  mentioned,  a  per- 
mI  |, lint,  although  in  a  reverse  position,  is  left  upon  the 

/me. 

i;2.   licndu  for  chhiinj.—'Vhv  zinc  is  now  to  be  pre 


"m 


red  for  the  elehin< 


\s  soon  as  tb'-  plate  is  dried  it  is 


(Itisted  with  a  tine  red  powdi  r  called  "dragon's  blood" 
which  slicks  to  the  itiked  ]>arts  of  the  plate.  Nex»  the 
plate  is  held  over  a  ilame  until  the  powder  melts  and 
glazes  over  the  ink.  This  is  done  to  make  the  ink  adhere 
more  closely  to  tlie  plate  and  to  protect  the  luideriying 
zine  from  the  action  of  the  acid.      In  order  to  protect 


74 


ADVERTISING 


the  back  of  the  zinc  phite,  a  coat  of  asi)haltuni  varnish  [, 
a|)j)h'e(I. 

The  plate  is  now  ready  for  etehin^^  and  is  })hiced  in  a  M 
siiallow  tank  containin^r  a  sohition  of  nitric  acid  to  re- 
ceive its  first  '-hite."     The  acid  eats  or  bites  away  all 
those  i^ortions  of  the  zinc  not  protected  by  the  ch-agon's 
l)lood.     The  eating  })rocess  is  aided  by  a  nieciianical  M 
contrivance  which  rocks  the  tank  and  so  permits  the 
acid  to  run  over  the  phite  from  one  end  to  the  otlier. 
However,  as  soon  as  the  acid  eats  away  the  zinc  from 
between  the  hnes  or  protected  parts,  it  also  begins  to 
eat  under  the  edges  of  the  lines.     This  would  soon  de- 
stroy the  light  hnes  and  if  it  were  allowed  to  continue  any 
length  of  time,  it  would  weaken  the  bolder  lines  also  so 
that  tiiey  Avould  break  off  during  the  ])rinting  process. 
To  avoid  this,  the  zinc  is  soon  removed  from  tlie  bath 
and  given  another  coat  of  powder  which  is  applied  witii 
a  brush.     The  i)late  is  ilien  ready  for  the  second  ''l)ite," 
but  just  as  soon  as  the  acid  begins  to  undennine  the 
hnes  again,  the  i)late  is  removed  and  given  another  ap- 
plication  with   the   brush.     The  ojjcration   is   repeated 
mitil  the  zinc  has  been  given   four  bites.     This  coni- 
|)letes  the  etching  so  far  as  the  acid  j)rocess  is  concerned, 
but  the  plate  has  still  to  be  thoroughly  cleansed  of  all 
acid  and  of  all  superfluous  metal  around  the  cut,  and  hr- 
tween     widely     se|)arated     lines.     The  plate     is     now 
mounted  on  a  wooden  or  a  metal  base,  care  heing  taken 
to  make  it  just  type  Jiigh. 

(I.'J.  Mdh-iii;/  a  half  /o//r.— The  j)roeedure  in  making 
a  half  tone  is  mwdi  the  >ame  as  that  followed  in  making 
the  zinc  etching.  The  iiist  ditferenee  arises  wjien  the 
copy  is  ])hotographe(l.  A  screen  is  interposed  between 
the  copy  or  print  and  the  negative  plate.  These 
screens  are   very   im|)ortant    in   the   j>rocess.      Thev   are 


ADVKirnsiNG  Tiu'iiMQn: 


75 


-t. 


siniplv  clear  plates  of  ^lass  wliich  are  ruled  very  ac- 
niratelv  in  tno  directions,  the  ruled  lines  crossing  each 
,,tl.er  at  right  angles.  The  screens  are  named  according 
to  the  nuniher  of  lines  per  incli.  Thus  there  are  CVline 
sr-rens,    8.5-line    screens,    lOO-line,     rJO-line,    VMiAmc 

screens,  l.)0,  etc. 

In  photographing,  the  light  from  the  copy  must  pass 
tlnniigii  the  screen  hefore  it  reaches  the  negative..  The 
lines,  by  cutting  otf  some  of  the  rays,  cause  the  negative 
to  piiotograph  in  dots  which  correspond  to  tlie  light 
,„,iti()n  of  the  copy  and  in  cross  lines  and  in  mass  where 
portions  of  the  copv  are  in  shades  and  blacks. 

In  developing  the  negative  and  in  transferring  the 
image  to  the  metal  i)late,  the  same  methods  are  followed 
as  in  the  case  c^f  the  line  cut,  except  that  where  a  line  half 
toiR'  is  desired  a  high  grade  of  copper  plate  is  used  in- 
.t(a(l  of  zinc.  The  latter,  however,  is  often  used  for 
,  ,,arse  screen  half  tones,  as  it  costs  less  and  is  more  easily 

(tehed. 

There  is  a  difference  to  be  noted  when  the  halt  tone 
plate  is  taken  from  the  frame,  as  it  is  not  inked.  IIow- 
rv.  r.  the  surface  of  all  the  parts  not  to  be  etched  is 
ui\,n  a  hanl  finish  by  holding  it  over  a  flame  and  the 
hack  is  coated  with  a  preparation  similar  to  that  used  on 
ll„  line  cuts.  When  the  coi)pcr  plates  are  ready  for 
etching,  thev  are  i)laced  in  a  solution  of  iron  and  given 
only  mie  "bite"  and  no  more.  In  this  condition  it  is 
called  a  "flat  half-tone."  These  are  not  finished  cuts 
since  the  work  reciuij'ing  the  greatest  skill  is  still  to  be 

perfornu'd. 

\u  order  to  get  striking  contrasts  in  totie  which  cannot 
1„.  obtained  bv  etching,  a  still  further  ,)peration  is  per- 


tonned 


Tl 


lose  par 


Is  of  the  i)late  that  are  to  be  dark 


arc  given  a  coating  w 


iiich  'X'W  resist  the  action  of  acid 


I 


1       -A' 


'-.11 


!*":• 


76 


ADVKU'IISING 


and  are  put  into  the  hath  ao-ain.     Tlie  dots  and  lines 
are  tlius  made  fitier  sinee  tlie  aeid  eats  away  the  unpro- 
teeted    parts   ahoiit    them.     Those   parts   of   the   plate 
MJiieh  contain  the  hi<rh  lights  are  treated  directly  by  the 
acid  which  is  aj)plied  with  a  camel's  hair  brush,  great 
care  being  taken  to  wash  off  the  acid  at  the  proper 
moment.     Although  tlie  operations  of  finishing,  mount- 
ing and  tooling  are  similar  to  those  in  making  tiie  line 
cut,  yet  more  care  and  skill  is  necessary.     The  excellence 
of  the  half  tone  depends  largely  upon  the  tooling.     A 
skilled  engraver  using  the  most  delicate  engraving  in- 
struments performs  this  work  with  the  aid  of  a  magnify- 
ing glass,  through  whicii  he  follows  the  dots  andlines. 
04.  KiiuLs  of  cop//  for  ctchiugft  and  half  toncs.~A 
half  tone  may  be  made  from  ph()tograi)hs,  wash-draw- 
ings, directly  from  tiie  object,  or  from  a.iy  kind  of  copv 
inchiding  line-drawing:  but  a  zinc  etching  can  only  be 
made  from  a  black  and  white  drawing.     Oidy  ulider 
very  favorable  conditions  can  a  few  dark  colors  be  used. 
(5.5.  Cost  of  etchings  and  half  tonc.s.~A  considerable 
amount  of  labor  is  recpiired  in  both  these  processes  and 
very   little  mecham"cal  aid   of  any  kind   can   be   used. 
Traim'ng,  skill  and  j'.'dgment  are  necessary  elements 
in    cut    making,    which    therefore    becomes    expensive. 
Many  advertisers  in  spite  of  this  buy  cheap  cuts.      It 
is  a  good  idea  to  examine  well  those"  made  from  zinc, 
since  it  is  much  cheaper  to  etch  shallow  than  to  a  proper 
depth.     Sometimes  on  account  of  poor  workmanship, 
the  fine  lines  may  be  entirely  eaten  away  or  so  weakened 
that  they  will  crumble  as  soon  as  })ressure  is  i)rought 
ui>on  them  in  the  i)rinting  press.     Such  cuts  generallv 
cost  less,  and  the  reason  is  evident,     '['hf  !,vp.-<!:r^  t>:-j^- 
I  zinc  etching  is  about  six  cents  i)er  scpiare  inch.     A 


cut  measuring  .3  by  H  inch 


es 


and  containing  iO  scpiare 


xVDVERTISING  TECHNIQUE 


77 


I  - 


iiiciics  would  cost  -$2.40.  However,  a  minimum  price 
is  set  by  most  makers  and  all  sizes  of  10  square  inches 
or  less  are  charged  for  at  the  uniform  price  of  GO  cents 

;i  cut. 

Tlie  making  of  a  half  tone  requires  more  skill  than 
llie  making  of  a  line  cut  and  conseciuently  it  takes  a 
joiigcr  time  to  make  and  costs  more.  A  slight  error 
may  compel  tiie  workmen  to  start  the  work  afiew  from 
tlic  beginning.  Not  understanding  this,  advertisers 
often  accuse  the  cut  makers  of  being  unnecessarily  slow. 
Although  half  tones  can  be  made  in  six  hours,  better 
K  suits  will  be  obtained  if  two  or  three  days  are  allowed 
tor  tlieir  production  and  delivery. 

The  average  cost  of  half  tones  is  about  18  cents  per 
Mjuarc  inch.  At  this  rate  40  scpiare  inches  would  cost 
XT. 20.  Here,  too.  there  is  a  mininuim  charge  of  $1.80 
for  all  cuts  containing  10  square  inches  or  less.  Where 
two  or  more  half  tones  are  made  from  the  same  nega- 
ti\e  a  discount  of  2.5  per  cent  is  usually  allowed  for  all 
■  duplicate  half  tones."  This  allowance  is  supjjosed  to 
cover  the  cost  of  making  a  negative  which  in  such  a  case 
is  saved. 

m.  Importance  of  the  ''screen"— The  printing  qual- 
it\  of  a  half  tone  plate  depends  upon  the  coarseness  or 
tiiKuess  of  the  screen  before  mentioned.  It  is  impor- 
•  iiit.  therefore,  to  decide  upon  the  paper  upon  which  a 
l"M.k  is  to  be  printed  before  making  the  half  tone 
plates. 

The  same  is  true  of  plates  to  be  used  for  advertising 
l)urposes.  The  quality  of  paper  used  by  the  j)ublica- 
tioiis  in  which  the  advertisijig  is  to  appear,  should  be 
considered  before  making  the  plates.  That  is,  if  half 
tones  are  to  be  printed  in  newspapers  or  on  a  si'uiiar 
grade  of  stock,  65-line  screen  should  be  used.     If  the 


n 
ti 


ai)\i:ktisin(i 


|>ai)(r  runs  a  liltic  iRtlcr,  lOO-liiic  scrcrn  may  he  use.]- 
\\liilc  I'or  (lie  ordiiiai-y  lirtiou  inagaziiie  I:^()-iiiie  screen 
is  best  adapted. 

For  booklet  Avork  on  fairly  oood.  coated  i)ai)eT  W.i 
line  screen  should  |,i.  ,,sed;  while  on  \cry  fine  ••■rades  (if 
|»;i|)er  excellent   results  may  he  obtained  with   1.30-  or 
e\en  I7.)-liiK-  se'ieiii. 


(1)  Cut  made  with  Cj-liuc  ecrccu. 


(3)  Cut  made  with  120-liiiG  screen. 


(2)  Cut  made  with   lOO-line  screen.  (I)   Cut  made  with   ISS-line  screen. 

'I'he  plates  printed  her.wilh  show  different  screens 
from  0.5  to  J'.i'.i.  The  dots  h.inw-  much  wider  apart  in 
the  coarser  screen  makes  it  possible  to  ^-el  a  oo,,d  print- 


i>  in  t 
tiie  ti 
^rrcei 
(lilail 
(>7. 

nil   h< 

a  re\ 
eliuT; 
ly  |.l 
•  if  tl 

The 

the  ] 
at'tei 
cnt. 

|)l(>y 

niui 

imie 

trnt; 

ill  t 

elec 

cut 

prci 

or  1 

ing 
lice 
whi 
orij 
hcc 
nie 
,)h: 


mo- 


^^' 


result  on  tlk'  low  nrade  ])aper. 
hen  the  surface  of  the  paper  is  liard  and  cl 


can  as  it 


X.. 


ADVERTISING  TECHNIQUE 


79 


1,  ill  tlie  better  grades,  it  becomes  i)ossiblc  to  print  Avell 
tlu'  tiller  screen.  It  will  be  noted  that  in  the  tiner 
,,,.,,  IIS  we  obtain  a  more  perfect  reproduction  oi*  all  the 

,1,  tail  ill  the  object. 

(,7.  jroo£/-cw/.s-.— AVood-euts  are  enirraved  by  liaiid 
,„i  l,..x-Nv.)0{l.  In  earlier  days  the  design  was  drawn  in 
a  iTNerse  position  on  the  surface  of  the  wood  and  then 
niMiaved.  To-day,  however,  mr)st  wood-cuts  are  made 
l.y  photographing  the  design  ui)on  the  sensitized  surface 
of  the  i)late  and  then  engraving  the  picture  by  hand. 
The  shading  or  "tone"  is  procured  by  manipulation  of 
the  lines  and  the  apportioning  of  white  space,  much 
after  the  method  employed  in  making  copy  for  a  line- 
cut. 

C.S.  Impression  f///.s'.— Various  substitutes  are  em- 
l)l(.\ed  for  the  original  cuts  in  order  to  reduce  the  time 
and  cost  required  for  making  zinc  etchings  and  half 
imus.  The  commonest  of  these  substitutes  is  the  elec- 
tintvpe.  Of  these  there  are  two  kinds,  differing  chiefly 
ill  the  methods  by  which  they  are  made.  The  name 
electrotype  is  applied  to  the  reproduced  half  tone,  line- 
cut  or  type  matter  when  the  mold  which  takes  the  im- 
pr.  >>ion  of  the  original  cut  is  a  composition  of  beeswax 
or  n/okerite. 

GO.  Production  of  clcctrotj/pc.— The  process  of  mak- 
inn'  an  electrotype  is  as  follows.  When  the  wax  has 
l.tni  applied  to  the  half  tone,  an  impression  results 
which  shows  in  miimtest  details  a  representation  of  the 
oriiiinal  cut.  This  impression  is  called  a  mold  and  it 
heroines  the  basis  for  making  the  electrotype.  By 
means  of  brushes  the  mold  is  dusted  with  a  very  fuie 
]ihinii>ago  and  then  ])laced  in  a  bath  of  muriatic  acid, 
\\;iter  and  sui])hate  of  copper.  By  muuiis  of  aa  eiectrio 
current  passed  into  the  solution,  a  chemical  action  is 


HO 


ADVERTISING 


I  t 

-:  i 

'•  } 

1  ! 


created.  The  result  is  that  a  thin  coatin<T  of  copper  is 
deposited  on  the  mold.  ^Vilen  this  cojstin^  is  thick 
enougli,  the  mold  with  its  adhering  shell  is  taken  from 
the  I)atli  and  tlie  wax  is  removed  by  hot  water. 
The  copper  shell  is  filled  with  metal,  and  when  the  ])riiit- 
ing  surface  has  beeti  made  ])erfectly  smooth  and  even,  it 
is  mounted  on  wood  or  metal  and  is  ready  I'or  the 
printer. 

It  takes  about  four  hours  to  i)roduce  a  good  electro- 
type that  will  stand  a  run  of  1  ()(),()()()  impressions  with- 
out injury.  If  the  process  is  hurried  in  any  way,  a 
weak  copper  shell  will  be  deposited  and  this  means  a 
short  life  in  the  i)ress  under  the  wear  and  tear  of  jH-inl- 
ing. 

70.  Mailing  the  finer  elecfrotijpcs. — If  a  harder  shell 
is  desired  than  that  offered  by  a  deposit  of  copper, 
nickel  is  sometimes  used.  The  plate  is  then  called  a 
nickeltyi)e.  When  well  made,  clearer  print  results  and 
it  will  outwear  the  copper  electrotype.  The  process  ol 
making  tiie  nickel  type  is  the  same  as  for  the  copper 
electrotype. 

A  still  further  refinement  of  the  method  of  electro- 
typing  is  foup.d  in  the  use  of  the  lead-mold  for  the  re- 
production of  original  cuts.  A  print  from  a  lead- 
molded  electrotype  is  clearer  than  the  copper  electroty[)e 
and  can  seldom  be  distinguished  from  the  original  half- 
tone without  the  aid  of  a  magnifying  glass.  Lead- 
molds  are  made  by  forcing  sheet  lead  against  the  face 
of  an  original  cut.  Great  pressure  is  required  to  obtain 
a  sharp  impression,  six-iumdrcd  tons  being  sometimes 
applied.  Consequently,  type  matter  cannot  be  electro- 
typed  by  this  process.  Lead-molds  are  treated  to  a 
chemical  process  differiiig  somewhat  from  that  accorded 
to  the  wax  mould,  but  the  resulting  shell  is  the  same, 


L$ 


.i)\i:iaisiN(i  Ti'XiiMQrK 


81 


(  \(X' 


ptitig  that  the  former  are  si 


lU 


1  to  ])c  harder  and  to 


n|\f  better  i)riiiting  results. 
"  71.  SU'irotffj)C.s.—\Vhvn   cheapness    is    \hc   essential 
iUiii  and  a  tine  reproduction  is  not  recpiired,  another 
process  called  stereotypino-  is  employed.     A  stereot\  pe 
is  made  from  an  impression  or  mold  taken   from  the 
niioinal  cut,  in  a  comi)()sition  formed  of  papier-mache, 
wiiile  in  a  pnlpy  condition,  the  papier-mache  is  rolled 
uiMiii  the  oriKii'ai  cut  until  the  imi)ressi()n  is  made.     Tiie 
(111  is  then  heated  until  the  mohi  is  dried,  whereupon  the 
nit  und  mold  are  separated,  and  the  latter,  often  spoken 
,,|'  as  the  "matrix,"  is  tilled  with  molten  metal.     When 
(doled,  the  stereotyped  reproduction  is  mounted.     This 
■matrix"  may  be  used  for  making  stereotypes  fifteen  or 
sixteen  times'.     Stereotypes  cannot  he  made  of  the  finer 
lialf  tones  which  use  a  screen  of  over  eighty-tive  lines 

per  inch. 

7-J.  Nctv  styles  in  nercspapcr  illustration.     Ben  Day 
p,-f,ccss.—lt   may   be   well   to   mention   at   this    point 
the  difference  between  the  problem  of  the  magazine 
arlibt  from  that  of  the  newspaper  artist.     The  maga- 
zines use  a  finer  quality  of  paper  and  greater  pains  are 
taken  with  the  ])rinting  than  is  generally  the  case  with 
iuwsi)apers.     The  problem  presented  to  the  newspaper 
artist  is  a  difficult  one.     The  paper  is  coarse  and  the 
stnxo  plates  only  imperfectly  reproduce  delicate  half 
in  IS.     Even  with  line  drawings  of  the  usual  kind  only 
in.lilferent  results  can  be  obtained,  and  the  simple  out- 
line drawing,  which  is  generally  successful  from  a  print- 
ing standpoint,  soon  becomes  monotonous  and  is  apt  to 
.ell  its  story  only  to  those  who  already  know. 

To  meet  the  demands  of  newspaper  conditions,  artists 
are  iiivino' niucl  '        •     ■■      •■ 


»f  diawing  which  will  prove  as  e 


ffective  hi  its  sphere  as 


il     I 


4 


IV— 6 


82 


ADVERTISING 


the  beautiful  and  artistic  work  of  the  nia^^azines.     At 
present  the  Ik-n  Day  process  is  in  hi^jh  favor/ 

7;}.  Other  methods.— A  rival  of  this  style,  however, 
has  arisen  through  the  efforts  of  Mr.  Cieor^^e  I^.  Hunter, 
of  New  York,  to  develop  a  style  tliat  will  not  only  be  at- 
tractive when  printed  on  the  cheapest  of  pai)er  and  l)y 
the  most  rapid  i)ress,  but  that  can  resist  all  ordinary 
efforts  of  the  engraver  and  stereotyper  to  eniaseuhite  it. 
The  problem  of  the  artist  consisted  in  proihicing  a 
cut  that  would  contain  no  sohds  to  bhu"  and  blotch. 
This  was  solved  by  producing'  shapes  by  the  direction 
and  fre(iuency  of  lines  oidy.  Not  only  lights  and 
sh.adcs  were  thus  obtained,  i)ut  by  the  use  of  thin  lines 
contrasted  either  by  the  direeuon  or  number,  even  color 
values  were  secured. 

The  two   ilhr.trations   giv  n   on   page   83    show   tiie 
merits  of  Mr.  Hunter's  style. 

The  illustration  of  the  sofa  shows  how  directly  and 
simply  the  story  is  told  by  this  method.  The  rug  group- 
ing not  only  brings  out  the  same  (lualities,  but  illustrates 
how  successful  the  artist  has  been  in  getting  bala.ice 
and  proportion  in  his  display  and  yet  keeping  the  space 
relations  and  the  relations  of  units  simple.  It  may  ho 
further  noticed  how  the  straiglit  linos  of  the  background 
in  the  rug  picture  give  viJue  to  the  contrasting  liius 
that  form  the  pattern.     Says  Mr.  Hunter: 

A  distinctive  feature  of  the  stylo  is  flafiioss  of  Mirfacr.  The 
advert  JMii^'    part    of    tlie    ordinary    luw  >i)ai).  r    i)a-v    eoiiMsts   of 

1  This  is  a  y.rrtcc::'i  for  ^li.idin-  nn.l  u;j>i,linjr  iinr  cu[^.  I!  is  .'icromplislird 
|,y  in.'.ins  of  uortxluj:  on  ;i  (l(sij.'ii  tiimii-li  .i  s.imtrMiisii.in  nt  (•.•lliiloid  slirct 
iM-iriiijf  llif  sii.i.liiitr  tii"-s  in  niii-f  whuU  .in-  illl^.■(i  «illi  :\  li,in(i  roller. 
Whin  iircsM-ti  on  the  (opy  in  llir  |il  iii-.  ihsirc.l  thcM'  inltctl  lines  niiikr  « 
jM.int.  ArUsls  smnrtinif,  i.ro<lii<.>  m  \\-t\  Pin  joI.  l.y  iKin.i,  init  liiis.  wii.-ii 
niu-  work  is  re.iuireil,  wiy  be  ilwiu  nmdi  n.^rc  .juu  Uly  mu\  iIumi'Iv  by  the 
jiliolo  (ti^rriixer. 


ADA'KRTISING  TECHNIQUE 


83 


1,  ;,n.l  valkys  and  peaks  and  promontories.      Every  advertiser 
Irs  In. r  to  "rise  above  liis   iiciglibor.      My   advertisements    are 


I I :!i"!Wiii;"Jl|ll||iriiii'!*|l|i!'i"'M!"M'!''r 


My 


■<?'i-«ri!^  '•'. 


*J::: 


ii 


/.^-r^f-^^gi^  jr^jL^A  '^^.sii  n  vij.Sf  :r>:^^^: 


at  -.r^as.-^^^SzrS'^. 


A      Xl.\V      SiYI.V.      IS       N'f.WSIVMIU      Tl.l.rSIHATlnN. 


Courtflsy 


,if   t!ii-  I'.iM.-K.TH  ,,f  .I.Ji.T/i'i'ii;  ,in,!  .^((/intf. 


int.nlionally  low  and  tla!      I),  aiitifnl  i.lain.  Ilmt  o,  t  ace.ntuatrd 
liv  tin-  surroundinfj;  niouMtain^. 


If  most   MiM^jtaper  adverti^enu  nts  were    m   ij 


llir! 


ifiltid    tfibte, 


81. 


ADVERTISING 


I  .'idiiiit  tli:it  sort'ccliiti''  would  !)(.■  an  cflTrotivc  w.'iy  in  whicli 


attnut 


not  ICC 


l)ut  at   a   ])irio(l  v  icn  had  taste  is  so   ramp/iiit, 


^oud  taste  lias  the  charn,  ol"  novelty  in  addition  to  its  intri 
beauties. 


tlMC 


71-.  Cost  (,f  reproduced  y>/c//('.s'.— Stcreotypt's,  nickcl- 
iypi's  and  elcctrolypcs  arc  ('liar<,a(l  for  according  to 
si/.c,  (luantity  and  nioimtiiig. 

The  cost  per  square  inch  diniinishcs  as  the  size  of  'lie 
plate  increases.  According  to  the  standard  electrotype 
scale,  an  electrotype  containing  one  s(piare  inch  costs  "J.'J 
cents,  while  one  contaiiiing  .'}(>  s(iiiare  inches  would  cost 
ordy  SI.  19.  Combined  with  this  scale  is  a  system  of 
discounting  which  allows  changes  in  tiie  price  to  be  made 
without  altering  the  scale  itself.  It  is  done  by  varying 
the  discount  rates  which  is  a  siinj)ler  process  than  arrai;^-- 
ing  a  new  j)rice  scale.  The  usual  discount  is  about  oiie- 
thiid  of  the  scale  j)riccs.  The  prices  as  (pioted  are  for 
line-cut  mounted  electrotypes.  1.')  per  cent  should  he 
deducted  when  unmounted  cuts  arc  desired.  If  wood- 
mounted  copper  or  nickel  electroty|)cs  are  made  of  half 
tones,  2.')  |)er  cent  and  ."iO  j)er  cent  resj)ectively  should  | 
be  added  to  the  scale  ])riccs.  If  luimounted,  it  will  he 
10  per  cent  less.  Jf  nietal-tnounted  bases  are  desired, 
then  scale  prices  should  be  iticrcased  two  and  one-half  |  '1 
times. 

Stt  reotyoing  costs  may  be  computed  from  the  scale 
for  ( lectrotyping  by  deducting  the  discount  and  then 
making  a  further  allowance  of  -'.">  per  cent  to  be  taken 
from  tile  I'cmainder. 

7").  Kinds  iif  jinpcr. — The  ad-.crliser  should  ha\e  at 
least  a  genenU  knowledge  of  paper  and  its  uses.  The 
cheaper  grades  are  made  (diietly  from  a  mixture  c'lu- 
taining  one  part  of  sulpliitt'  liber  to  two  paits  of  ground 
wood  filler.      Sindi  |)aper  c.innot  be  used  for  higii  gjade 


wiirk 
face, 
iiiiic. 
•-iiiall 
Tl 
cot  to 
tiiiisl 
tiiiisl 
\c!j;el 
the  1 
cxpe 
n-rad 
A  hi 

hnlln 
lia|H 
cale! 
cnile 
■fh.e 
"tlKI 

.  With 


(  \cti 


7« 
liool 

le 
iiior 
tiiii^ 
S.  ( 
tral 
slioi 
UiUi 
eiro 
hcs 

'I 
'-'S. 


X 


ADVERTISING  TECHNIQUE 


85 


1 


uiik,  as  It  is  ver>'  porous,  and  has  a  rough,  uneven  sur- 
face, and  turns   yellow  within  a  comparatively   short 
iiiiie.     For  these  reasons  it  is  used  for  type  matter,  not 
Miiailer  than  (J-point,  line-cuts  and  the  coarser  half  tones. 
The  medium  and  hcst  omdes  of  i)aper  are  made  of 
cotton  and  linen  rags;  hut  the  metlod  hy  which  it  is 
tiiii>.licd  has  much  to  do  with  its  printinjr  (jualities.     One 
finish  known   as   '"siziii;,'   is   composed   of   a   resinous, 
\<!,r,.tid)le  suhstance  and  when  api)lied  to  the  surface  of 
tlir  paper  renders  it  impervious  to  ink.     For  the  most 
e\i)ensive  grades  ojelatine  is  used,  while  for  the  lower 
jiiades  and  for  cardhoards,  clay  is  emi)loyed  for  sizing. 
A  hlnher  finish  is  given  to  paper  hy  ironing  it  hetween 
IhiIIow  metal  cylinders  heated  with  steam.     Thus  the 
paper  may  he  marked  "S.  c^  C."  if  it  has  hecn  sized  and 
calendered,  or  "S.  &  S.  C."  if  it  has  heen  super-cal- 
(lulercd  hy  having  hecn  given  an  especially  high  finish. 
riie  various  kinds  of  finish  have  special  names.     In  the 
•(iiameled,"   hoth   sides   have   l>een   com])letely    coated 
uith  clay  and  glue;  while  the  "antitiue"  has  a  soft  un- 
ot  ri  surface. 

7(5.  Hook  and  print  papers.— \s  the  name  indicates, 
liodk  paiHT  is  used  for  hooks,  catalogues,  magazines,  etc. 


t  ■  The  cheaper  gr 


at 


les  are  made  of  wood-pulp  while  the 


1)1(1 


re  expensive  grades  are  comjHiscd  of  rags.     Varioi 


IS 


tinishes  are  given  to  hook  ])ai)er,  si 


R 


■h  as  S.  .^  C,  S.  .V 


S.  ('.,  cameo,  anticpic,  enameled,  hut  if  half  tone  illus- 
trations are  desired,  only  the  hcst  enameled  papers 
shdiihl  he  used,  as  the  anti(|ue  will  not  take  u  tine  half 
I  I  tiiiie.  l^)ok  iiapcr  is  a!sn  ustd  \\>v  the  lutter  classes  of 
circulars  and   other   forms  of  advertising  literature  to 


he  sent  through  the  mails. 
The  common  sizes  of  l)ook  j)ai)er  arc  2 1  X  30,  2.') 


M8. 


-'K   <  12.   and    .'12    •:  it    inches 


Doul 


)lc   sr/cs   are   also 


/ 


86 


ADVERTISING 


made  in  which  the  sizes  run  twice  tliose  of  tlie  above,  a^ 
'M  X  48,  etc.     'J'he  weights  ran^rc  from  .3.5  to  140/ 

Print  j)aper  is  used  j)rinci|)ally  for  newsjjapers,  jxKst- 
ers,  hand  bills  and  tlie  like.  The  colored  i)()sters  whidi 
are  used  so  extensively  for  out-of-door  advertising  an 
made  of  tinted  print  papers.  The  usual  sizes  are  t!if 
same  as  the  book  i)ai)er  sJieets,  and  the  weight  range, 
from  2.J  to  100  pounds. 

77.  Covir  paper,  Bristol  hoard,  Manila  papcrn.—W 
though  the  name  indicates  the  use  to  which  cover  paper 
is  generally  i)ut,  nevertheless  it  should  not  be  implied 
that  its  s(jle  usefulness  from  the  advertiser's  point  uf 
view  is  so  limited.     It  may  be  effectively  employed  in 
niaking   maihng   cards,    novelty   folders,*  hangers,   etc. 
For  the  pur])()se  of  getting  valuable  suggestions  as  to 
f«)rm,  printing,  and  color  scliGmes,  the  advertiser  will 
often  find  it  useful  to  have  on  hand  a  large  assortment 
of  samjjle  cover  stocks.     These  will  be  furnished  free 
"i'  cost  by  any  large  wholesale  jiaper  house.     There  \> 
IK)  way  in  which  the  ingenuity  of  the  advertising  uiaii 
can  be  given  a  wider  scope  than  in  finding  new  uses  Inr 
cover  i)ap(r  and  in  originating  new  and  striking  de- 
signs.     WitJi  the  line  enameled  stocks,  the  most  delicate 
ftfccts   can    be   obtained.     IJy    exercising   care    in    tie 
seleclion  of  the  proper  tint,  a  three-color  etrect  may  he 
b.id    by    tlie    usi-   „f   only    two    printed    colors.     C'i.ver 
|)aper      conns      in      Ihice      regular      sizes:      20  X  •'") 
221^  X  281  .,    '>'.\  X  ;{2l  ..      'I'he    weights   of    thrse'sl/e^ 
are  r.  sp,cti\ ,  ly.  •_>()  (,,   loo  ,,o„nds.  •_>(>  (,,   i._>()  ,„,„(i.K. 

The    MMi  il 


'  Wiipl.t   iimmlly  means   llu-   mirnlMr  of  |„,mi.ls   I,)   l|,..   rem 
"<'<.im1"   Ims   ,'>()()   shcrts   to   the    rrMiii. 

J",.,"'""*"'   '"','''''   ','"'.'"■"■'"■   '"■'•   'I""''''    '"    '^^"   "■■•'.VS   l.y    the    p.M.n.l    .,n,l  ^ 

V  i.A'-  !••:■;!      !-  ::::!=. ri!,jr,  thf-  f..!l<nvinjr  sfjcrificut ioii.s  should  Im-  jrivrn.  the  'M 

naiM.-    nl'    tin.    Kra.i.l    or    MKikcr.    tl.r    .i/r    of    ll,r    .slirrls,    11,,.    „,.;.!, ,,    (■„„  I,.  ^ 

tiiil    or  lolor. 


)lV     III 


.X.. 


ADVERTISING  TFCIIMQUK 


87 


1,-)  to  7.5  pounds.  Some  of  the  less  usual  sizes  are: 
.,>:,  X  40,  22  X  3i,  22  X  28,  22  X  28l,o,  24  X  30, 
ISi^l  X  28,  18  X  28  and  2')  X  28  inehes. 

Hristol  board  is  made  by  pasting  sheets  of  paper  to- 
ovlher,  each  layer  being  called  a  "ply."  As  this  process 
was  first  used  in  IJristol,  England,  the  name  of  that  city 
lias  attached  itself  to  this  kind  of  cardboard.  Its  al)ility 
t,,  fold  without  breaking  determines  in  great  measure 
the  grade  of  this  paper.  Folding  Bristol  is  given  a  bet- 
t.  r  Hnish  than  the  ordinary  kinds  and  may  be  usecl  for 
announcements  of  a  particular  nature.  The  ordinary 
white  Bristol  board  is  used  for  signs,  business  and  mail- 
ing cards,  etc.  The  size  is  22  X  28  niches  and  the 
u.  iglit  may  be  as  high  as  100  ])ounds. 

Manila  i)ai)er  is  made  in  two  colors,  white  and  buff. 
It  is  used  princii)ally  for  mailing  booklets,  catalogues, 
,  ic.  Tiie  common  sizes  are  22i  o  X  28l  o  and  24  X.  30 
incites,  the  weights  ranging  from  80  to  100  poinuls. 

7S.  Qiialitii'fi  of  pajn-r.—By  consulting  any  good  cn- 
(  vrlopedia,  one  may  find  information  in  regard  to  the 
i^roeess  of  making  paper.     It  is  intended  here  to  simply 
lall  attention  to  the  (lualities  whieh  depend   upon  the 
IMoccss.     Paper  Is  made  of  fibrous  materials  that  are 
ni(  ivly  pressed  together.     There  is  nothing  to  ii«>Ui  tiie 
partieU's  in  contact  except  the  adhesive  power  .>!'  pres- 
sure and  the  glutinous  (lualily  of  the  sizing.      \o  spin- 
I  ln^■  or  weaving  [)roeesses  are  emi)loyed  j'.s  in  the  mak- 
■  14  of  cloth;  consi(|Uently  any  change  of  teii:perature 
,,,  liuinidity  pnuhiees  a  ciiange  in  the  "cohesive  eciuiiib- 
liunr'  of  the  fibers  and  the  pai>er  either  shrinks  or  swells. 
Ibit  as  it  is  more  hkily  to  stretch  cross-wise  than  later- 
allv  since  the  libers  increase  in  tliiekness  more  tlian  m 
lingth.    tiie    sheet    increases    m    wKJlh    ratlier    tiian    in 
I.  nnlh.      All  this  must,  of  course,  be  allowed  for  by  the 


m 


s.minm*%a 


ii 


88 


ADVERTISING 


j)rinter,  and  sucli  allowance  often  taxes  his  skill  and  re- 
sourcefulness. ]Much,  therefore,  depends  upon  the 
paper  nTerchant.  It  is  he  who  controls  the  j)aper  in 
stock  Avhile  awaiting  the  orders  of  the  advertiser  or 
printer.  These  should  know  under  what  conditions  of 
temperature  and  "seasoning"  it  is  stored, 

Many  kinds  of  wood-j)ulp  ])apers  deteriorate  in 
storage  hecause  of  the  action  of  the  moisture  u})on  the 
resinous  acids  contained  in  them.  Otiier  papers  are 
damaged  hy  heing  kv\)t  too  long  in  stock  because  of  the 
tendency  of  the  fibers  to  arrange  themselves,  thus  de- 
stroying the  individuality  of  the  i)ai)er  which  depends 
upon  the  satin  and  glove  finish.  Colored  papers  are 
seriously  affected  by  careless  handling  in  storage. 
Heat  and  light  cause  them  to  fade.  In  the  case  of  writ- 
ing paj)ers  such  as  bond  and  linen,  it  is  found  that  the 
best  work  upon  them  is  out  of  the  question  unless  care 
has  been  exercised  in  thoroughly  seasoning  them.  That 
is,  all  this  ])ai)er  should  be  kept  under  similar  conditions 
of  tem])erature  and  humidity  for  the  same  length  of 
time  so  that  each  sheet  may  have  the  same  homogeneous 
(jualities.  W  possihie,  the  conditions  in  the  press  room 
should  not  vary  from  those  obtaining  in  the  store  room. 
From  this  it  may  i)e  seen  that  a  merchant  who  kee|)s  all 
kinds  of  ])aj)ers  in  one  room  cannot  furnish  tlie  best 
(jualities  for  every  line  of  advert isino-. 

Two  other  simple  precautions  will  give  an  advertiser 
good  returns:  (I)  I'apir  should  be  worked  with  the 
grain.  ('_')  In  scjuie  classes  <<!'  advertising  it  is  mnelt 
better  to  use  the  wrong  and  not  the  rigbt  side  of  tlic 
paper. 

7*.>.  7V.s7///r/  ijfiijcr, — Kverv  ;idver?ic.fr  sl>.o!!l<l  l:!>!>u' 
IwAv  to  a|)ply  simj)le  tists  for  determining  the  fitness  of 
papers   for  s|)ecitie    iobs.      Mr.    (ieorgc    l-'reneb    in    his 


1 


XX 


ADVKR'riSINd  TECHNIQUE 


89 


.k  "The  Art  and  Science  of  Advertisin^r"  <rives  the 


ill 


ili()Win<;  s 


unn-estions  on  the  testing  of  papers; 


I 


>u;illv 


printing-  p;ij)ii-  nciulns  a  surfaco  adapted  to  reco 


ivo 


t!„  iinpnssioii  of  the  type,  ratlur  than  orcat  stiviijrth  or  much 
~]nu^.  It  is  impurtaiit  that  the  paper  sliall  he  free  of  aeid, 
.Ikali  and  elilorine;  that  it  lias  no  uncooked  wood  or  H^nieous 
matter:  that  the  slieet  l)e  opatjue.  To  properly  test  paper  it  is 
iKcessarv  to  have:  A  pair  of  scales,  a  dial-face  micrometer 
-aii<re;  a  Mullen  stren^Hh  tester,  apparatus  for  holling  water; 
IV..  M;lass  beakers:  small  bottles  of  nitric  acid,  red  litmus,  Congo 
1,(1.  Mlver  nitrate,  solution  made  of  three  or  four  crystals  of  po- 
t  i^~ium  iodide  dissolved  in  an  ounce  of  water,  to  which  is  added 
riic  or  two  crvstals  of  iodine:  a  l)ottle  of  this  soluti    i: 


I'lilorogluein ~  grains 

!).")  per  cent  alcohol ^-^   ^'■^'• 

Colic.  Ilvdrochloric  acid ^  ^"-c. 

'I'd  test  for  ground  wood  and  liguin,  wet  the  paper  with  a 
i;M|>  (it  the  last  mentioned  solution  and  fdlow  it  to  dry.  If 
■  :.  (.Ihilose  Is  pure  the  color  will  not  change:  If  it  contains 
uMul  ii,,l  j)roperly  cooked  It  will  tuni  a  light  pink,  and  It  will 
turn  from  a  mottled  to  a  briUIant  red  if  the  ])aper  contains 
tj,n>nnd  wood. 

'i'o  drtcct  the  presence  of  acid,  alkali,  chlorine  or  starch,  tear 
,1  pl(ce  ol  the  })a])er  III  shreds  and  l»i)il  in  a  beaker  with  just 
(iiough  water  to  cover.  Cool  the  licjuor  and  iiour  it  Into  four 
(lili'.riiii  hrakers.  Into  one  gla-.s  dro})  a  minute  bit  of  Congo 
iv(|,  and  if  the  llcpior  turns  lilue  it  indicates  the  })reseiice  of 
;ui(i.  Into  tlu'  si'cond  gla^s  dip  red  litmus  paper,  and  If  it 
turn-  l.hie  there  is  alkali  in  the  paper.  'I'o  the  third  glass  add 
thru  drops  of  nitric  acid  and  tl-.rte  cry>tals  of  silver  nitr.ate, 
.nui  if  there  Is  chlorine  in  the  paper  there  will  form  a  white 
precipitate.  To  the  fniirtl!  ulass  .add  a  drop  of  the  iodine  solu- 
tinn,  and  it  will  turn  blue  if  starch  is  in  the  paj)iT. 

t'"r  diir.it)ility,  tear  u  sheet  in  halves.      Tut  one-half  in  a.  dark 


90 


ADVERTISING 


(li'iiwor  and  tlic  otlur  in   s 


unit 


fflit.      After   two 


weeks    conipait. 


the  color,  and  test  for  strei;<'tli  on  the  Mullen  tester. 


To  test  the 


t( 


th 


to  the  ti 


and  note  if 


tongue 

the  moisture  is  (juickly  absorbed  or  remains  on  tlie  surface;  ur 
make  a  wide  lino  on  the  paper  with  pen  and  ink,  and  when  the 
ink  is  drv  exa'iiine  the  edij^es  of  the  line  and  the  reverse  side  of 
the  paper,  to  note  if  the  ed<res  of  the  line  are  sharj)  or  if  thi.' 
ink  soaks  through.. 

To  detect  clay  in  ])aper,  burn  a  piece  and  nab  the  ashes  in  tlie 
fingers. 

To  detect  dirt,  bold  the  sheet  before  a  light  and  mark  each 
spot ;  count  the  spots  and  compare  with  a  standard  sample  uf 
same  grade  and  size. 

To  judge  of  the  formation  of  a  sheet,  hold  it  to  the  light  and 
look  through  it,  or  tear  it  in  different  places  and  both  ways 
of  the  sheet.  If  properly  made  the  sheet  will  tear  evenly,  and 
will  not  look  cloudy. 

To  judge  if  a  sheet  will  "fuzz"  in  printing,  rub  it  with  Hie 
coat  sleeve  and  look  across  it  toward  the  light.  If  it  is  "fuzzy" 
the  fibres  will  I)e  plainly  seen  standing  on  edge  on  the  surface, 
(Tnis  test  is  not  infallible.  .There  arc  papers  that  are  difficult 
to  print  on  account  of  the  "fuzz,"  but  which  endure  this  test 
successfully.) 

To  determine  the  way  the  "grain"  runs,  cut  two  strips  one- 
half  an  h\A\  wide  by  eight  inches  long;  cut  one  lengthwise  the 
sheet  and  one  crosswise.  Lay  one  on  the  other  and  bold  by  one 
end  between  the  thumb  and  finger,  and  note  if  the  top  strip 
><uppo!-ts  own  wt  Ight  or  n  sis  on  the  undL'r  strip.  Reverse  them. 
'I'he  strip  cut  with  the  grain  will  show  itself  stronger;  that  eiil 
across  the  grain  will  sag  more. 

Streiig-th  of  paper  may  bf  jinlged  by  tearing  it,  but  it  can 
only  lie  sat i-.f.i('ti)ri!y  determimd  l.'v  using  a  tester  such  ;<s 
Mullen's. 

To  judge  the  opacity  of  paj)ir,  lay  two  sheets  over  printnl 
mattir  and  note  through  which  the  t\pe  cnn  b'  more  plainh 
seen. 


ai)m:utis:n(;  teciimquk 


91 


.   !*-■■% 


ini>n. 


look 


iu>s  oi 


icross 


slu'ct-. 


the  surface  of  ii 


sheet  held 


To  jud^e  of  the  f 
1,  vel  with  the  eves. 

To  Hiid  the  thick 
in^r"   .juulitv,   fold   It  twice   and   inea,ure   it  hi    the  nucronieter 


and  so  i> 


tiiii.ite   its   "1)U 


Ik- 


irauirc 


HO.  Ilotc  to  fujure  sfoch.— In  getting  out  liooklets, 
catalogues,  etc.," the  advertiser  ^vill  liiul  it  convenient  in 
estimating  the  cost  to  have  a  simple  formula  at  hand. 
Suppose  it  is  desired  to  make  a  hooklet  with  a  page  sr/e 
4  inches  wide  hv  0  inches  long,  and  the  advertiser  wishes 
to  k!iow  how  nuich  stock  will  he  rcpiired  to  produce 
10  000  hooklets  of  12  pages  each. 

It  is  ohvious  that  each  leaf  in  the  hook  must  carry  four 
paoes,  also  that  anv  Ixx^k  must  have  a  numher  of  pages 
whk-h  is  a  multiple  of  four.  A  hook  ot  ten  pages,  lor 
c  xample,  would  not  he  practical  as  there  would  he  two 
1,  aves  carrving  four  pages  each  and  an  extra  leaf  of  two 
,,ages  whiJh  could  not  he  hound  in  and  would  have  to  he 
uhKd  on.  In  figuring  the  amount  of  paper  recpiired, 
Uarefoi  .  the  unit  of  measurement  will  he  a  sheet  8X6 
c:,rrying  four  ])ages  4  X  ('>•  A  hook  of  12  pages  wdl 
(diitain  three  of  these  sheets  8  X  C. 

HI  Fonnuhv  for  dticnnimng  m::c  of  paper  and  cn- 
suiuq  tcash'.-'Vhc  si/e  of  pa],er  selected  will  depend 
,,,H.i\  the  amount  of  waste  resulting  from  cutting  out 
this  size  sheet.  As  there  are  several  sizes  easily  oh- 
tained,  the  advertiser  should  try  the  various  sizes  as 
viven  on  the  previous  page,  to  determine  which  will  eul 
must  economically,  that  is,  with  the  least  waste. 


24x:3r» 
8x{) 


(Size  of  paper) 

(Si/e  of  ii.'in-i"  rciuiired) 


3X0=  IH  I 


)ieces   wi 


Innit  waste 


N 


92 


ADVERTISING 


The  first  trial  in  tliis  case  produces  satisfactory  results, 
since  there  is  no  waste.  The  result  is  obtained  l)y  divid- 
ing 24  ])y  8,  which  gives  3;  30  by  (5  which  gives  a  (luotient 
of  6.  This  shows  that  the  18  sheets  8X0  may  be  cut 
from  a  sheet  24  X  30  without  waste. 

Since  each  12  page  book  will  re(iuire  three  leaves 
8X0,  10,000  books  will  require  30,000  sheets.  As  eacii 
24  X  30  sheet  cuts  out  18  8  X  0  pieces,  the  10,000  books 
will  require  1,0()G  of  the  sheets  24  X  30.  It  should  be 
noted  that  a  reasonable  margin  should  be  allowed  the 
printer  for  spoilage;  this  quantity  depending  upon  the 
nature  of  the  work. 

In  order  to  illustrate  the  case  when  waste  appears  in 
cutting,  the  following  example  is  given  of  the  number 
of  pieces  0X5  which  can  be  cut  from  a  sheet  24  X  30. 

Solution : 


24x36 
6x5 

4X7 


(Size  of  sheet) 

(Size  of  piece  required) 

28  pieces  with  no  waste  one  way,  but  one 
inch  waste  the  other 


It  will  also  be  noted  that  this  is  the  most  economical 
way  to  cut  the  paper  in  this  case.  If  the  figures  of  the 
size  of  the  page  had  been  reversed,  the  result  would  show 
in  the  following  solution: 


24x36 
.5x6 


(Size  of  slicct) 
(Size  of  piece) 


4  X  6  ^=  24  pieces  with  4  inches  waste  one  way 

Yet  many  times  by  reversing  the  iigurcs  as  above, 
waste  may  be  avoided,  since  by  doing  so  the  upper  fig- 

1 i-f  •_-  i      1  r  1     1  •  I'  I      ■  1 

iil'L'S  iiiC   Ui'Oiigiii;  iiilO   iiiij   rCitli  ii  <[i   lii     iii-'il 


V..t|ltttl    yr 


n'.'arly  ccjual  multij)les  of  tiie  lower  figures. 

There  are  many  api)licati()ns  of  this  principle  and  by 


;i 


'*^., 


ADVERTISING  TECHNIQUE 


9S 


ii  little  experience  in  actual  practice  it  will  be  found  easy 
to  adopt  it  to  many  reciuirenients.  For  exanip'e:  How 
lai^c  a  sheet  will  be  retjuired  to  cut  IG  pieces,  without 
waste,  each  piece  being  G  X  9  inchest 

Gx!)  (Si/c  of  slu'ct  required) 

4x4<  (Factor.^  of  IG,  tliu  iiuiuber  of  pieces) 


'Zi\'Mi      (Size  of  piece) 

In  every  case  where  a  i)ook  runs  into  many  pages  the 
pinhlem  of  binding  is  an  important  one,  and  the  printer 
who  is  going  to  handle  the  work  should  always  be  con- 
sulted as  to  size  of  sheet  best  adapted  before  the  paper 
is  finally  ordered. 

This  formula,  however,  will  be  found  very  practicable 
as  a  method  of  getting  at  the  approximate  cost  of  the 
si;;ck. 


C1IAPTK1{  IV 

CONSTHL(  Tl.\(,  AN  VDVKRTISKM  KNT 

82.  Imjxjr/aiici'  of  li<inn<»iji  in  .slijlc  mid  purpose  of 
an  adviiilscmcnl.—'Vhv  (lesio-ncr  of  ;i  dwclliiin-  li,,i,sc  is 
^niidcd  in  his  work  hy  two  j)iimarv  coiisidcratioiis— the 
use  to  which  it  is  to  he  j)iit  and  the  hnihhno-  site.  When 
these  points  are  decided  upon,  he  jji-oceeds  to  a(hipt  the 
size  of  the  liouse,  its  arranoenient  and  style  to  tliese 
fundamental  consi..  rations.  The  feudal  chief  who  de- 
sired protection  from  foes  as  Avell  as  an  ahode,  huilt  a 
castle  on  a  hill;  the  feudal  planter  of  later  days  in  a 
land  of  hospitality,  hnilds  a  mansion  with  invitin<r  ve- 
randas and  oix'u  driveways  whose  apjjroaches  have  no 
suggestion  of  a  sentinel.  ]Jotli  these  styles  of  archi- 
tecture are  used  to-day.  The  sites  are  generally  ap- 
I)ropriate,  hut  the  i)urj)oses  are  in  most  cases  rather  for 
dis|)lay  than  protection  or  the  exercise  of  hosi)itality. 
The  castle  on  the  Hudson  River  doe:;  not  to-ciav  suo- 
gest  greater  security.  The  mansion  in  \ew  England 
is  an  anachronism,  Avhere  every  thirsty  wayfarer  is  ex- 
pected to  pay  for  his  glass  of  milk. 

In  these  comi)arisons  there  is  a  lesson  for  the  adver- 
tiser. iMthongh  his  advertisement  should  have  as  a  first 
requisite  the  power  to  attract  attention,  nevertheless  he 
should  not,  in  order  to  gain  attention,  sacrifice  that  har- 
mony which  nmst  exist  hetween  construction  and  style 
on  the  one  hand  and   its  purpose  and  position  on  the 

f>tlw>i'        'l^iivi    i'/..i<<>i>^     •>>....    I : „, 1     o  

■■'•■■'"■■■■'     ::"••;.       :-""^     .l.-ioij^iieU     iiii"     a     COIllIm;!! 

practice  of  ignoring  this  law  of  the  "univeisal  fitness  of 


thii 

oth 

an 

:iti( 

the 

wh 

tyi 

to 

int 

liai 

1 

tisi 

ilh 

ITJ 
th( 

t'a( 
il'( 
(iil 
Im. 
III. 
Ill' 
al 
th 

■  ill 
ill 
il 
111 

i    ill 

:  V 
ti 

;    P 


J  tl 


y 


CONSTRUCTING  AN  AD^ERTISEMKNT  95 

thin<rs."  One  is  the  straining  for  "orif^nnality,"  and  the 
ntlu  r  is  the  attempt  to  a(hipt  a  motive  whieh  has  made 
an  advertisement  a  ^n-eat  sueeess  in  one  hne  of  goods  to 
another  entirely  um-ehited  pnnhiet.  Wlien  we  go  to 
lilt  cireus  we  expeet  to  he  startled.  The  hohl  assertion 
uhieh  shouts  at  us  from  the  hillhoard  in  elephantine 
type  is  in  keeping  with  the  puri)ose  of  the  husiness;  Imt 
til  adopt  this  method  in  announeing  the  annual  rate  of 
intt  rest  of  a  ;:avings  hank  is  as  iueongruous  as  to  ereet  a 
liarn  iii  the  style  of  the  Parthenon. 

Hli.  Illustrations  should  be  pertinent.— yiimy  adver- 
tisers have  heen  earricd  away  with  the  etfeetiveness  of 
illustrations  in  attracting  attention.     Without  consid- 
niiig  the  suitahility  of  the  picture  to  the  thing  advertised, 
the  \^  have  not  hesitated  to  associate  a  pretty  feminine 
fare  with  everything  ranging   fnjm  rihhons  to  heavy 
ii.ui  farming  implements.     When  a  suitahle  picture  is 
(iitlicult  to  procure,  careful  study   of  type  faces   and 
JMuders   and    attention   to   their   artistic    arrangement, 
■   makes  it  possible  to  draw  up  an  attractive  advertise- 
liKiit  without  using  an  illustration.     It  takes  no  less 
i   ability  to  construct   a   clever   "typographical   picture" 
1    than  it  docs  to  produce  a  well-executed  half  tone.    When 
the  advertiser   realizes   that   pertinent   and   well-made 
illustrations  are  chietiy  helpful  in  drawing  attention  to 
til.'  reading  matter  and  that  artistically  typed  advertise- 
iiK  iits  are  most  effective  in  attracting  the  eye  and  hold- 
ing the  attention,  he  has  accomplished  much  toward  the 
IMi. paration  of  a  good  advertisement.     It  ought  hardly 
to  he  necessary  to  add  that  if  he  lias  mastered  its  pur- 
pose he  must  have  learned  the  "selling  points"  of  the 
tliiiiu:  to  he  advertised. 

In  a  lecture  given  before  the  class  in  advertising  of 
tile  School  of  Commerce,  Accounts  and  Finance,  New 


N 


96 


urn 


ADVERTISING 


York  University,  Mr.  M.  M.  ( 
the  Wanaiiiaker  stvle  of  advert 


portanee  ol'  niakiiio.  the  most  of  the  sell 


^illapi,  the  originator  of 
isiriLT,  ilhistrates  the 


iin- 


in^'  points; 


Mr 


'I.'iph,a.  Th..v  w..n.  k.,,^  „.iih  ^,vaf,..  cvu-c  than  sn,n..  p..,.pl., 
k..p  tlu.,r  dul.lnn-lH.UM,!  in  .st.,,,.  harr-,  i'rd  on  .nsila'v 
Sronnu.l  lik.  horse..  Tin.  ,„ilk  wa.  sri,.,! ifi.-allv  ronl...].  n," 
rrea.n  s,.para(..,l  hv  r.  ntriru;,al  .narliinrrv  an.l  hutf.r  duu-n.,! 
irn„Mtw,M,,.v,.rvP.,.,,,],-o,,lulH.st  product.  I„  IMuhui.lphM 
at  that  .lav  th.  famous  l)ariinu-to„  hutt,  r  ,M,i,i  .at  a  dollar  i 
I-""'l  •■""!  'Hv.T  Ia..kc.,l  lH.y..rs.  n„t.  t|„  ,,,ff,,  ^nn  Mr 
S.n^eriv's  Iloist.ins.  .v.rv  wh,t  as  .ood,  was  put  o„  sale  t-vo 
da,,  a  week  at  th.  Old  (Vntral  MarK.t  at  r.^^dar  n.ark.t  prices. 

an^.  ,t  all.  (iilhun,"  ho  said  to  ,ne  one  d^v.  '-Whv  .lo.Mrt 
.  sel  .^  Sec  >f  you  can  write  .on.e  .sort  of  a,n.rti...nK.nt  to  n,ak,. 
tli'il  butter  ^-o." 

Well,  wh,„  I  ^rot  arou.ul  to  the  „,atter.  the  first  thino-  ti,,f 
sru.k  n.e  was  the  ohl  .,,].,  pi,,  „f  „,.,  w,,,.,,,,,,^.,, ':^,,^ 
nanan.akertvpe.  wec-alle,i  it.  The„  I  1..,,,,,  „,,,,,  ,„^.^,„. 
what  arMun.ent  euuld  he  e.nplo.ved  to  interest  people  in  this  Iloi- 
s  ■'.n  hutter.  This  brought  ,ne  .■^entuallv  to  what  I  believe  l^ 
the  pnne.ple  of  all  adv-  rtiM-n^..  I  aske.l  n.vself  uhv  J,  or  ,nv 
-"".    <..•    ...V    fanuly,    sh„ui.l    Use    that    hutte;.       H.cause    it    u,. 

Kond~hetterthananyoth,rtolK.hadatth..pricc.      The  po|,.t 
«as,  thenton,  to  1,  t  people  know  luuv  ^n.od  it  was 

I  he^an  an  in^esti^.dion  of  Holstein  eattl..  and  found  that 
^.r  n  thousand  v.ars  this  breed  has  be,.,  the  pr,de  of  Kuropo. 
Uheu  An.enea  wasa  -slld.rne.s  tl„.  HoUtein  herds  had  been 
-red    for     h    ,      ehddren,     and     n,anv     ta,„ou.     bu.ter-n.akinK 

.stran.s,hkcMeI.:n.l,shH..hlerness,   wered,,.i.,d    tVon,    the,,! 
If   «as  n,  enselv   interesting,  t an.l  I   (M,    ,,,,    ;,    ,,.„,.,  ,„ 

to  th-  pubhr.      So  three  ads  were  planned  -the  first  to  «ive  ll„ 

:        "^•'  ;  •"  ;"    ■■•••'^^f'lN  ilie  .second  to  tell  about  them  i„  Ani.  r 

'•■"•   ■""'   ""     "''•■''   •"   ••-■•'I    -1.    .Mr.   Singerly's   herd   and   tin 


CUNSTUUCTL\(;  AX  AI)\  KH  riSK.MKN' 


I) 


I 


iiKthods  of  iiifiking  buttor  at  liis  f  nn.  I'liroo  cuts  of  IIol- 
>t.  in  cows  were  made.  Tlic  ads  took  u  lialf  column  of  space 
,11  the  Waiiamakcr  tvpo,  witli  the  cut  in  the  center.  The  facts 
ui  re  >o  interesting  that  any  one  who  het^an  to  read  would  con- 
liiiiie  to  tlie  viui.  The  only  advert  i>ino- ar^'ument  was  comprised 
•I  .1  nonpareil  line  at  the  liottom —"Butter  from  a  herd  of  Hol- 
^tun  cows  will  he  on  sale  to-dav  at  the  Ceiitial  Market  at  re<r- 
u\:\r  prices."'  One  ad  did  the  hu^in'sN.  At  noon  of  the  morn- 
iiiy-  the  first  ad  w;is  printed  there  uasti't  an  ounce  of  the  hutter 
htt.  and  the  other  two  ad^  established  a  demand  that  far  ex- 
im1((I  the  capacity  of  the  dairv. 

>onie  months  after  .Mr.  Sin^^nrly  a>ke(l  me  what  I  knew  about 
iiinsic. 

•"Nothinrr  at  all,"  I  said. 

"Well,  there's  n  m;u)  named  Willard  Spencer  here  in  town 
uli(.\  writing-  an  ('jxra  for  the  Temple  Theater,  and  1  want  you 
tn  advertise  it." 

'I'lie  Temple  Theater  belon<;cd  to  the  })ubllslier  of  the  Uccord, 
hut  had  never  j)aid.  'J'lii-;  new  opera  was  '•  The  Little  'J'vcoon." 
Tlie  Japanese  were  an  unknown  people  then,  and  I  foiuid  out 
"hat  I  could  al)out  them  from  books.  A  hundred  and  fifty  lit- 
tii'  ads  were  written  discrihiiiij;  fhelr  life  ami  mainier-,  siu'Ii  as 
th(  ir  way  of  sleepin;^'  on  a  woodt n  pillnw  with  a  latilern  to  keep 
auay  evil  spirits,  tluir  <'ustom  of  >hakin;;-  hanils  viilh  themselves, 
jfettin^  onto  n.  horse  from  the  ri^ht  side  and  --o  forth.  Tjiesp 
Were  printed  with  little  cuts  of  ,Iap^  })lautin^  rice,  drinking-  tea, 
and  .so  on,  and  .at  the  bottom  of  each  was  a  line,  "The  Little 
'I'ycoon  will  <;ivi'  a  reception  at  the  1'enipli'  Theater  to  iii^-|it." 
.Mniost  immidiately  tin-  theater  litf^an  douin-  a  liusiness  that  far 
exceeded  its  capacity,  and  the  oji.  ra  had  /i  run  in  IMiiladelphia 
that  WHS  never  equaled  on  the  road.  After  that  I  wrote  some 
inlvertisinpf  for  Kelkar,  the  niaj^ncian,  then  a  voiuifrster  in  his 
professicm,  usni^  the  f.iei^  of  K»  llar">  own  life  aiuj  travels  as 
the  main  tin  nie  of  interest. 

Illlt     thi<     iw:     liL-i.     <ri.»flii<r     In!,.     .it>     ,.I,I     ,,•..,->•.. f  P....1 ^     T     „  .„ 

~  "•■"• '- ■  T       *     ""' 

ti  lling  you  things  that  are  of  no  interest  to  present -da  v  ailver- 
(isers. 

IV— 7 


^ 


i 


[)H 


Al)Vi:UTISL\(i 


84.  Dclcrmiuhuj  the  amount  of  space— The  princi- 
ples mentioned  in  this  chapter  showhl  he  supplemented 
i>y  a  eareful  study  ui'  the  physical  structure  ..f  the  a.l- 
vert.scn.ent.      i'he  lirst  c.nsideratiun  is  the  amount  nf 
space  which  it  will  (,cru,,y.      I,,  the  matter  ,.C  cost,  this 
■s  of  .  reat  importance,  especially  in  ma,ua/ine  a<lvert  isin^r 
<>'•  Ji.  the  extensive  use  of  anv  medium.     The   Wan,^ 
maker  stores   found   that   one  of  the   o.^at  savings  ef- 
Itrte.l   l.y   puttino.   i„    Hh,,.  ,„,•„   composiuu.   n.om   w.. 
that  ot  havino.  the  advertisements  set  in  the  store,  whciv 
a  strict  watch  could  he  kc  pt,  and  where  a  wonl  could  I.. 
cut  out  here  and  there,  a  savins-  i„  the  eoMrst  of  a  dav 
amountmn-  to  many  lines  of  space.      As  th     cost  of  a 
line  in  all  the  papers  was  somethino.  Jjke  four  dollars,  tlii- 
composm^r  r,.()i)i  paid  f,„-  it,^.i|'_ 

Although  the  tra<ie  journals  ask  less  for  advertising^ 
space  than  the  ma-a/iius.  yet  measured  l.y  results,  manv 
advertisers  pay  an  umiecessarily  hioh  pri(v  ,.ve„  at  •«.;() 
a  pao-e-heeause  they  fail  to  use  this  space  to  the  best 
ad\anta,!--e  hy  not  wrilinn-eopy  that  "pulls."' 

8.",.  Sininmn-n  <>f  <'<nsi,l,ra/if>N.s  in  ///<■  „sr  of  .space-  - 
In  decidino.  „,„„,  the  amount  of  space  to  use,  the  six  fol- 
lowi.i^r  considerations  will  help  to  onide  the  advertiser 
throuuh  the  many  (juestions  that  will  confront  him  ii, 
making-  his  decision. 

(1)  Kverythin^'  else  heinn-  ,,|,,al,  ;,  Hdl  pa^re  will 
attrad  more  attention  than  .-i  riaelion  of  a  pa^re. 

(2)  The  mnrkei  for  an  .idvertised  article  sho.dd  he 
asccrtaine.l  as  closely  as  possihle  in  order  to  avoid  the 
huyiiiH oi'  more  s|)aee  than  the  prolits  warrant. 

i'-i)  'I'he  si/e  and  eompl.xity  of  slrueture  or  the 
Mmncn.us  .,ualili.s  of  a  fhino-  advertised  are  important 
rli  iiif  nts  ii,  Ti„  d,  1.  iiiiiiiaiion  of  tiie  amount  of  space  to 
i>e  used. 


III. 

^  tiu 


CONSTRUCTING  AN  AinKiri'ISiailAr 


U'J 


(t)  The  mim])cr  of  i)ul)li('ati()tis  in  which  the  cadver- 
tisiiiR'iit  is  to  run  will  often  decide  the  size  of  the  indi- 
\  idiia]  advertisements. 

."))  In  advertisinn-  a  nnniher  of  articles,  it  is  hetter 
t(i  devote  a  certain  space  to  a  few  of  theni  than  to  devote 
the  same  sj)aee  to  the  whole  list  oi  articles. 

(<;)    The  advertisinfjf  a|)])roj)riation  may  limit  the  ex- 
'i  lit  of  the  puhlicity  i)nt  it  is  generally  hetter  to  cover 
M:ly  as  much  of  the  Held  as  can  he  done  in  a  thorough 
iiiaiitier. 

SCi.  Si':('  of  advcrfisrincnf  in  rchiiiou  to  cd'pcnsc. — 
T;ikinn-  uj)  these  i)oints  in  order,  it  has  heen  found  that 
iltliounh  the  larger  the  advertisement,  the  more  atten- 
tion it  will  attract,  the  (luestion  resf)lves  itself  to  a  mat- 
in- of  e.\i)ense.  As  one  writer  facetiously  puts  it,  when 
\v(>  JO  to  the  circus  we  never  fail  to  see  the  elej)hant, 
V  iiilc  the  leopard  sometimes  escapes  our  notice.     ITow- 

i  r.  an  elephant  is  a  much  more  expensi\e  animal  to 
'm|)  than  a  leoj)ard.  Tlieii  the  (piestion  is  simply  this: 
Dm,  s  tlio  clej)hant  i)ay  as  an  attraction^ 

ST.  Asccviiiiiiiiui  llw  iiKtrhct.-  A  disrcpird  of  the 
vii;ii(|  factor  has  cost  many  advertisers  heavily.  It  can 
!'  lasily  seen  how  an  article  which  aj)peals  to  oidy  a 
:  iiiited  numher  of  people  in  any  community  mi^^ht  lie 
n\ei-advertised.  l'"or  instance,  the  numix  r  of  jiersons 
iti  any  community  who  have  use  for  Lilass  eyes  is  com- 
paratively small.  An  advertising-  camj)aig'n,  therefore, 
nii;iiit  he  plamied  wjiicji  would  i)e  so  exj)ensive  that  the 
l)r()tits  from  the  sales  could  nt-\('r  oMi-take  the  costs  for 
ndvertising  sjiace  evt  ii  though  <vcry  mai-kil  was  fully 
sii|)plie(l. 

SS,  ('litiriirfrr  tjf  //(jo/Js  ('.(I'.'CVfif^cd .  Ftl  co'^sider- 
i'ly:  the  amount  of  s])aee  necessary  i?i  conni«.'tion  with 
tile  third  item,  it  is  ol)\  ions  that  IIk    -implef  the  thing  is 


100 


ADVERTISING 


tliat  is  to  ])c  advertised,  tlie  more  easily  is  prominence 
given  to  those  parts  or  qualities  wliieh  it  is  desired  that 
tlie  puhlie  shall  see.  For  instanee,  less  spaee  is  recpiirtii 
for  t!ie  display  c/f  a  gas  mantle  than  would  he  used  in 
sjiowing  the  nieehanism  of  an  autoiiiohile. 

Advertisers  often  lessen  the  amount  of  si)aec  that 
Avoidd  he  neeessary  to  disjjlay  adecpiately  all  the  impor- 
tant points  which  an  article  may  Iiave  hv  showin<r  oiiK 
a  part  of  the  mechanism  at  a  time.  Two  common  wavs 
of  directing  attention  to  some  sj)ecial  ])oint  are  Llie  ise 
of  large  arrows  pointing  at  the  desirahlc  attril)ule,  or 
hy  drav.ing  the  particular  thing  on  a  larger  scale  tliaii 
the  rest  of  the  illustration,  thus  making  it  more  promi- 
nent. 

80.  Choice  of  ])iiJ)licafioiis  .space  uned. — Wlun 

the  (piestion  of  the  numl)er  <  i  puh'ications  in  whicii  tht 
advertisement  is  to  a[)pear  arises,  the  advertiser  will  find 
that  he  can  distrihute  his  space  among  them  with  greater 
effectiveness  if  he  first  determines  the  quality  of  the  cir- 
culation from  the  })oint  of  view  of  his  particular  com- 
modity. It  will  not  ])e  necessary  to  ])ut  the  same  siznl 
advertisement  in  eacii  of  tiie  twenty-five  or  more  jjajx^ 
that  ijiay  he  found  necessary  to  cover  the  entire  field. 
Tf  on  the  other  hand,  two  or  three  |)apers  reach  all  tin 
prospective  customers  it  may  j)rove  jjrofitahle  to  'm 
more  s|mce  per  pa|)er  than  when  the  field  is  miuli 
large?'.  In  this  connection  Mr.  A.  ^I.  Stryker,  in  tli; 
"Advertiser's  II;mdhook,"  says: 

'r.ikf  ;is  mucli  vpucc  .IS  vdti  will  he  nlilo  fn  iiLiko  iiso  (if.  If 
von  .iri'  siin-  tli.tt  voii  li.ivc  Mitficiont  strikinfj,-,  ixi)l.'umti)rv  il: 

tratioiis    jiihI    "iduc.ii  Iciii.il"    lopv    fo    fill    two    paajos-    t;ikt>    tui 

It*  iii'i  _       I.        ^_^  ..1         . 

pii^rN,       ;r    v;;;;  <".;iiy  ^MiiiK  yr«u   ri<  i  n  TvVii  jdi^o.s,  iiii<i  lin  m   ii-  _ 

to  wonder  how  you  ari'  K"'"K  *"  "till"  ti.em — you  don't.      \' 

more  probably  need  only  a  page — maybe   •>   li.lf,      Knriiiiii;^ 


nice 

that 

ired 

liii     ' 

Hiat 

)()r- 

)nly 

ays 

i:.se    -i 

,  (ir 

liaii 

niii- 

lu'ii 

the    ^ 

Kud 

iter     ■ 

cir- 

mi-  , 

/0.I    ' 

)ers  J 

eld.   1 

,1      3 
tlie  *.j 

'ise^ 

iich  21 

thei 

If  =^ 

Ins-  ■ 

two  g| 

•gin  B 

i^ou  ■ 

K'l 

1 

CONSTRUCTING  AN  Al)\  ERTISEMENT 


101 


ftw    oTiura!    assertions    and    the    firm    name    in   bipf  hlack   type 
tlii'Ui^h  several  paii'es  is  not  using  space — it  is  wasting'  space. 

Most  advertisers  wlio  try  to  iiuike  their  juhertise- 
uiiiit  (I<»  duty  for  a  catalogue  make  a  serious  mistake. 
'lilt  majority  of  readers  are  interested  in  partieular 
things  and  not  in  the  mass.  Tliey  are  attraeted  to  the 
a(hertisement  by  the  speeial  features.  Tliis  is  made 
])lainer  by  devoting  the  spaee  to  a  few  speeialties  giving 
tacli  its  amount  of  sj)aee  in  })roportion  to  its  importanee 
lathi  r  than  Ijy  trying  to  give  ecjual  emjiliasis  to  a  long 
list  (if  artieles  that  have  little  eonneetion  besides  a  eom- 
iiinii  salesman. 

'Ml.  Distribution  of  advert i.sin<j  a])propnatioti. — It 
haiiliy  seems  neeessary  to  eaution  an  advertiser  that  his 
aiUcitising  api)r()priation  is  the  measure  of  the  eloth 
liy  whieh  he  nuist  eut  his  eoat.  A\'t  there  are  various 
ways  of  distributing  the  a]>propriation.  A  grand 
splurge  may  be  made  one  month  and  the  next  month 
little  or  no  spaee  may  be  used:  or  a  steady,  eonsistent 
inttliod  may  i)e  a(l()j)ted  by  whieh  the  advertising  space 
\aiits  aeeording  to  the  emphasis  it  is  desired  to  j)ut  uj)on 
cdtain  features.  Si)eaking  of  this  point  Mr.  Cidlam 
says : 

I  lie  average  space  used  \)\  Wanainaker's  in  those  days  was  a 
1  "Iniiin  a  d;iv,  hut  ^onlotilnes  we  took  a  J)''ige,  and  onei  two 
}mf;'es.  l{iit  tie  mi'\I  <la\*>  ad  would  he  a  half  column.  Tiie 
Milverti.sing  simply  nporftd  the  normal  gossip  of  the  storr. 
'I'll!'  size  of  the  .ad  indicated  Its  importance.  A  three-cohmm 
■iniHuincement  in  th»'  IMiilad.ljdiia  morning  p.apers  was  in>t!intly 
I'll  ogiii/ed  hv  till'  people  lit  th.'it  city  ;is  an  event  .'it  Wana- 
iiiaker'.s.  1'  uas  a  good  methnd,  that.  I  flunk  to  da\  that  the 
lii'llMill   nr«>  oi    ,1   iaiLje    >iiue  can  in-  ;iiii|ii\    iniii   m   a  cuiUliill  of 


»paper  space. 


The  news  of  the  store  is  like  the  news  of  the 


Wiirli 


I.      You  can't  takr  I'nrt    \rthur  every  morning,  or  I'ury 


'■ni 


10^ 


ADVKKTISIXG 


II 


Qiieoii  or  assassinate  a  rresident.  If  von  do,  the  thin<T  pall-. 
Wor^e  yet,  tlie  advert  i.-,iri<p  man  must  work  in  the  treadmill  of,, 
pa^-e  a  d;iy  with  the  result  that  the  advertisinn-  lu.fomes  lifVh^. 
and  perfunctory.  1  (irmly  helieve  that  pres.'iit-day  ads  are  to,, 
bi^r.  'J'li,.  (K.sire  to  attract  i)y  l)i^niess  of  spaee  and  hi^mess  of 
statement  has  become  a  di>ease.  Tiie  bread  is  spread  so  tliii; 
sometimes  tiiat  you  can't  taste  the  butter.  The  everlasting  grimi 
of  filling  a  page  a  day  inevitably  leads  to  exaggeration. 

Tlie  last  })art  of  this  statement  is  extremely  interest- 
h)^,  eomiiin-  as  it  does  from  one  of  the  oldest' and  most 
sneeessfiil  advertisiiio-  mtn  in  Ameriea.  There  seems  tn 
he  no  turn  of  the  tide  as  yet  hi  the  direetion  of  smalhi 
advertisements  on  th(>  j)art  of  the  lar<.e  stores.  Then 
is,  of  eourse.  no  hard  and  fast  ride  that  ean  he  laid  down, 
hut  it  is  well  to  remember  that  an  advertisement  of  thf 
l)roper  size  and  in  the  proper  mediums  is  far  hettei 
than  the  same  amount  of  spaee  divided  amono-  a  lar-t 
number  of  papers.  The  one  makes  the  ]n-o])cr  im- 
pression so  far  as  it  ^mes,  while  the  other  heeause  of 
small  type  and  weak  display  .t>ains  few.  if  any,  readers, 
In  the  one  case  the  advertiser  o-ains  read-rs  at  the  ex- 
pense of  eireulation:  in  the  other,  he  •>ains  in  the  number 
of  i)uhlieations  and  eireulation  hut  he  sacrifices  the  \nih- 
lie's  attention. 

!>1.  PhiiniliKj  ihc  'Ia//(nit."~-The  size,  form  and  c(p|i- 
tent  (if  the  advertisement  having-  hvvu  decided  upon,  the 
next  thing'  foi-  c()iisi(k'ration  is  the  arrangement  of  the 
type  and  cuts.  Tjie  first  possible  ditliculty  consists  in 
cutting  down  the  tixt.  Vhv  writer  has  written  too  much 
lor  the  spaci-  al  his  command.  The  true  test  of  the 
writcr-advcrtiser  ?iow  comes  since  he  must   he  ready  to 

c<)/*i*iiif»i>     itiii/ilt     4ii.i4      \ .       **,.! **     i'....     I..         *!       «  1  »i 

''■""*''     -— ""'     -~        V  ;;.-*.  ;-;  ;  ;  ;r     ;;r;.*v  iiy  S    SiiKc.         ill 

must  keep  his  sales  story  strong  yet  fit  it  into  the  sj)air 
liarmoniously  in  ordir  to  catch  and  jiold  the  attcntidii. 


w^ 


.^ 

----i 


CONSTUrc  TiNCi  AN   ADVKUTISKMKNT         lOlJ 

Tin  first  revision  should  be  made  with  the  idea  of  gain- 
it.n  clearness,  foreefulness  and  pertinent  content.  Ad- 
(lirional  revisions  should  seek  to  give  special  emphasis 
[n  the  selling  points.  This  may  he  done  by  i)utting  the 
iijiportant  statements  in  the  most  ])roniinent  positions 
,,!■  hy  the  vise  of  display  type.  The  ^-cateli-line,"  the 
111  ading,  tlu  introductory  and  disjday  lines  will  be  tirst 
itt  ins  of  importance  for  which  to  provide  suitable  typog- 
laphy.  Hy  referring  to  the  si)ecimen  types,  it  will  be 
.  ;isy  to  judge  whether  a  certain  size  of  type  can  be  used 
ill  "the  allotted  space  or  not.  The  writer  siiould  be 
(iintioned  now  against  the  tendency  to  choose  "Ad" 
tspes  and  unusual  arrangements,  examples  of  wliieh 
lia\i'  been  given  in  previous  chapters.  This  is  the 
cliiNsalis  stage  of  the  advertisement  and  the  strength 
aii(i  force  of  the  sales  story  may  be  easily  injured  by  in- 
jiKhcious  rearrangement  of  tiie  copy. 

A  few  practical  suggestions  are  about  all  that  can  be 
m\rn  since  the  production  of  an  attractive  advertise- 
ment in  harmony  with  the  principles  of  rhythm  involves 
an  understanding  of  all  that  has  been  said  in  the  other 
chapters.  If  any  line  is  too  short,  it  may  be  -letter- 
spaced"  to  the  proper  letigth  or  an  "extended"  type 
lace  used.  A  line  that  is  too  long  may  be  shortened  by 
liciiitr  set  in  a  "condensed"  tvpe  face.  Failing  to  get  the 
riyht  results  from  these  methods,  smaller  or  larger  si/.ed 
In  |.r  may  be  tried.     Jf  this  fails,  then  the  cojjy  nuist  l>e 

changed. 

The  advertiser  will  save  extra  expense  if  he  gives 
careful  attention  to  tlu'  plaiming  (>f  the  hiyout.  i\fter 
IIh  matter  has  been  put  in  \y])v  every  correction  must 
!..   ....■.!  !'..-.!       '!M-.i.  .-Lj!::!!   ♦}'."  !!m!!!!!!'!'  :!!>(1  \\\t'  I  )r()!)ort!(  >n- 


laii  nc  as 


Ihorouyhlv  tested  bcl'ore  being  set  in  type  us 


tht  V  can  Ite  afterwanls. 


tf  I 


'ft 


104- 


AD\KRTISIXG 


02.  Mailing  the  lat/out  in  ///«.s.v.— The  layout  in  mass 
is  simply  a  roii^li   sketch  of  the  advertisement  whieh 
shows  in  hokl  out  hue  tiie  ideas  of  tiie  advertiser.     Sucii 
sketches,  no  matter  how  crudely  executed,  are  of  more 
assistance  to  the  artist  or  draftsman  who  is  to  make  the 
illustration  than  any  amount  of  worded  explanatioi). 
Jn  making  this  layout  it  should  he  home  in  mind  that 
the  work  must  he  limited  to  the  use  of  three  colors.     The 
disj)lay  type  will   he  hlack,  the  small  type  composi'iir 
the  hody  of  the  advertisement  will  he  gray  and  the  un- 
occupied s|)ace  white.     The  only  tools  used  in  the  mak- 
ing of  the  layout  are  paper,  pencil  or  pen  and  i?ik  and  a 
ruler.     The  method  of   procedure  will  he  as   follows: 
Draw  the  horder  in  its  exact  proportionate  size.     If  the 
advertisement  is  to  he  engraved  it  is  always  hetter  to 
have  the  design  drawn  on  a  larger  scale  than  the  one  in- 
tended   for  the   newspaper   or   magazines.     The   right 
})roportion  may  he  ohtained  hy  a  very  simple  device. 
Sui)posing  that  the  space  allotted  for  the  advertisement 
is  to  he  a  standard  magazine  sized  {)ai)er  5\<>  X  8  inches. 
How  large  and  in  what  proportions  ccudd  the  original 
advertising  copy  he  made  in  order  to  he  reduced  to  the 
desired    size^     IJy    constructing    a    rectangle    olL- X  H 
inches  and  then  draw  ing  a  diagonal  line  so  that  it  will 
extend  heyond  the  rectangle,  it  may  easily  he  determined 
how  large  the  original  drawing  should  he  made  hy  cou- 
.structing  another  rectangle  upon  this  extended  diagonal. 
Having  decided  upon  the  |)ro|)ortionate  size  as  shown 
hy  the  horder,  the  (lisi)lay  lines  may   Ik'  indicated   In 
ilrawing  heavy  lines  close  together.      If  no  reduction  is 
intended,  these  lines  should  he  of  (he  same  length  and 
the   j)roportI<)n;ite  width   the  same  .-is  the  li.>es  of  tv!>c 
which  are  to  fill  these  spaces  later.     The  hody  type  may 
then  he  indicated  hy  ligjit  lines,  keeping  in  mind  con- 


CONSTKLCTING  AN  ADNKU'riSKMKN'l' 


10". 


oj    a; 

<  "5. 

_  a 

e3  ^  • 

■5^0 


-to 
?"     K  •=  .2 


-a   S 
■So 


-S  W 


^     ^     — . 


^     .-3 


_,   ;^ 


>.  X  .5 


.^9 


M 


^  a  is 

c  •"   w 
^    o  la 

T3   -3   _ 

.E  a  £ 

c   s 

03     3 
-»-    w 

•a   S 


lor; 


ADVF.R'riSIXG 


■  ft 


tinuiilly  tliat  the  white  spair  is  as  iiujiortaTit  in  its  dis- 
trihution  as  is  the  hhu-k  of  the  heavy  types  and  tlie  <>r;,y 
of  the  body  type. 


he 


I'tij 


HKllfllKflftlMliHKiiaif    lilt 

Iffliimdiitfi 


KlilnM  iiillimiftiiffiaii  dlKiH 


iiiiiiin  l/i  ^11)1  iihill 

llMlM    ItiUI 


the 


MMMiMniui  itreBapaiga 


Layoii      in     Mass,    iiKK.iti:     SKTTiMi     Ad.    in-     Tvi>k, 
Sir<i\viN,;     II, .w     i,,    'l'i;sr    TviM      IIaumony. 


•  ij  Ji  r,  ,1  1  , 


A   sinijile  test  for  iiotiii/^-  the  correct  distrihut 


ion  ot 


CONSTlin '1"1N(;   AN    ADVl'.iniSlMlA'l'         l;)7 

the  ])]iick,  ^n-ay  and  white  is  to  liold  the  hiyout  at  arm's 
l.iioth  and  look  at  it  with  the  eyes  shnhtly  elosed.  If 
the  efl'eet  is  ])k'asiiio-,  tlie  (k-sinii  lias  stood  the  test. 


Masterpieces  in 
Bronze 

Some  years  ago  we  started  an  effort  to  popu- 
larize in  this  city  the  best  bronze  work  of 
America  and  Europe,  and  today  we  offer  for 
your  inspection  the  results  of  a  carefully  se- 
lected collection  of  masterpieces  of  bronze  in 
sculpture  of  both  American  and  foreign 
artists,— original  works  which  any  collector 
or  connoisseur  would  be  fortunate  to  secure. 

This  exhibition  now  in  progress,  on  the  third 
floor,  is  the  most  notable  one  of  its  kind  in 
America,  and  the  present  "revival"  of  bronze 
emphasizes  its  significance 

The  Gorham  Co. 

Fifth  Avenue  &  36th  Street 

New  York 


The     Ai)\  kk  risKMKN  r     .\  s     ir     Aimkahs     Afik  li     BtiNU 
Set    Li-     Acccjhuing    to    thk     Layout. 

Ihistratioii,  tl 


lis 


If  tlie  advertisement  is  to  contain  an  i 
an  he  indieated  eitlier  hy  pastin,u'  a  proof  of  the  eut  into 


1(18 


.\i)\  r.K'i'iSiN(; 


the  layout,  or  if  that  is  not  IVasihlr.  the  form  of  the  eut 
may  he  roughly  iiuheated  and  its  eolor  harmony  tested 
hy  (h-awincr  liorizcintal  lines  after  the  manner  siiown 
ah()\e  for  the  testing'  of  type  harmony. 

i).'J.  Insertion  of  cuts. — The  position  of  en,ui-avin^s  or 
cuts  in  tile  advertisement  is  suhjeet  to  many  eonditions, 
hut  a  few  rules  that  are  often  appHed  may  he  ^iven. 

En^n-avino-s  tiiat  do  not  match  or  are  not  dependent 
on  each  other  sliould  he  kei)t  apart.  This  may  ^ive 
better  halanee  to  the  pa^e  and  often  ])ermits  hetter  relief 
of  tyi)e  matter  around  them.  Small  cuts  are  generally 
set  into  the  side  of  tile  advertisement,  hut  if  the  eut  is 
very  small  it  mav  he  inserted  in  +he  middle  uitli  readinu' 
matter  to  be  adjusted  on  both  sides.  The  lines  may 
read  across  the  i)aoe  but  care  should  he  taken  to  see  that 
the  connection  of  the  two  parts  of  the  lines  is  not  In-oken 
by  too  <Treat  a  distance.     To  avoid  this,  it  may  d- 

visable  to  ])ut  the  readino-  matter  into  two  separati 
columns  on  the  sides  of  the  cut.  l.ar<j;'e  cuts  whith  per- 
mit very  little  reading-  matter  on  the  sides  may  be  set  in 
the  center  so  as  to  he  independent  of  the  type.  The  re/j;- 
ulation  of  the  Mhite  s])ace  about  a  cut  may  be  aided  by 
the  general  ajjpearance  of  openness  or  closeness  of  the 
advertisement.  If  the  cut  has  a  well-delined  and  regular 
outline,  it  may  be  set  closer  to  solid  type  than  if  it  were 
irreo-nhirly  formed.  The  blank  sjjaces  between  the  type 
and  cut  siiould  i)e  uniform  on  all  sides.  The  title  jdaced 
under  an  en^jravino-  may  be  s'-t  in  small  cajjitals  of  the 
text-letter  if  that  is  not  too  larne;  in  lower-case  of  a 
smaller  size;  in  italic  lower-ease  or  in  caj)itals  and  lower- 
case of  any  light-face  letter  which  will  not  destroy  the 
harmony. 

A  long  title  should  lie  set  in  two  short  lines,  the  first 
one  longer  than  tlie  second  rather  than  to  have  one  very 


CUNSTRl  C  TINC;  AN  ADVKIlTISl'.MFAT         101) 


loiitr  line.  Illustrations  do  not  miuire  bold  type  for 
It  ncnd  or  title  lines.  A  plain  neat  line  is  always  i)ref- 
tiahle.  A  title  or  deseriptive  line  may  be  put  at  the 
side. or  if  the  e-it  is  lar<'e,  at  one  of  the  upper  or  lower 
corners. 

'M.  Lfi/ioiif  for  compositor.- -When  the  advertiser 
has  satisfied  hiinself  that  the  layout  in  mass  represents 
his  ideas  sutheiently  well,  the  next  stej)  is  to  prejjare  a 
hivont  for  the  compositor.  The  latter  must  be  ir-- 
st meted  in  every  detail  so  that  the  advertiser's  idea 
may  have  ade(|uate  exjjression  in  type.  These  details 
^\ill  include  style  of  eomi)osition,  location  of  cuts,  ete. 
The  following'  exami)le  shows  the  method  of  making  a 
layout  for  a  compositor.  The  advertisement  is  to  eon- 
tain  two  half-tone  illustrations.  The  size  of  the  adver- 
tisement, 51,2  X  4-  was  thougdit  to  he  laro-c  enouj^di  to 
si  low  the  important  details  of  the  pictures  and  yet  to 
o-ive  plenty  of  space  for  the  tyj)e  matter. 

1).').  Care  in  placing  cuts. —  When  several  cuts  are  to 
lie  used  in  an  advertisement,  costly  mistakes  caused  by 
tianspn'ing  the  cuts  in  the  composing  room  may  be 
avoided  by  niarkin«>-  the  number  of  each  cut  in  the  space 
it  is  to  occupy.  Cuts  are  numbered  by  stamping  tiie 
tinures  into  the  side  of  the  block  upon  which  they  are 
mounted.  When  this  is  done  with  a  pencil,  the  marks 
\\  JU  soon  be  obliterated  by  frequent  handling.  A  set  of 
steel  numbers  can  be  obtained  at  almost  any  stationery 
-tore.  Another  favorite  method  employed  by  adver- 
tisers is  to  paste  proofr  of  the  cuts  directly  into  the  lay- 
..iit.  This  not  oidy  shows  the  exact  amount  of  space  to 
hr  occupied,  but  also  shows  how  the  cut  will  appear  in 
,:.  tin.ished  state.  It  is  an  es])ecially  f'ood  plan  to  follow 
in  making  up  the  "dummy"  of  a  (  ^  dogue  or  booklet, 
i  n  ease  there  are  no  proofs  of  the  cut  at  hand,  it  is  not 


-.'"* 


I 


't 


-.m 


S4 


no 


ADVERTISING 


I/O  W   CJU  ol.  SCJi^j 


I.nyniit  lor  llio  cnmpositnr  showing  all  the  detail*  to  he  ob-  . 
■erved  lo  setting  up  the  mL 


^^^^^ 


C()NSTRr(  TIN(;   AN   ADVKUTISKIMENT         111 


Makes 
a 

Fair 
Skin 


The  secret  of  a  clear  complexion  lies  in  the  faithful  use  of 
Hinds'  Honey  and  Almond  Cream.  Being  antiseptic  nd 
immediately  absorbed,  it  cleanses  and  invigorates  the  pores, 
enabling  the  glands  to  throw  ctT  impurities,  stimulating  the 
circulation  and  assisting  Nature  to  supply  the  nutrition  nec- 
essary to  build  a  healthv,  unblemished  skin  fabric. 


Hinds' 


Honey  and  §^^»^^  W^ 
Almond      V^lCClIIl 


quicklv  heals  all  irritated,  sore,  eruptive  surfaces,  and  is  es- 
pecially good  for  chapping,  chafing  and  liabies'  raUi.  Hard, 
rou^h,  dry  shriveled  skin  becomes  soft,  smooth  and 
velvety  after  a  few  applications ;  continued  use  mak- 
ing the  complexion  clear,  fresh  and  youthful.  It  is 
absolutely  free  from  chemicals  and  all  greasy,  sticky 
or  starchy  properties  ;  —  will  not  ai  i  a  growth  ot 
hair.      At  your  dealer's,  .'ioc,  or  postpaid  by  us. 

IVritr  f'cr  free   i.i'npk   h>tt!e  ari.l  >'o^  klrt. 

A.  S,  HINDS,  18  West  St.,  Portland,  Me, 


liK'  iui  ancr  It  iia-.  Dccii  Ml  iij). 


I 


112 


ADVERTISING 


necessary  to  send  to  the  ])rinter  for  them.  Ink  the 
printing-  swil'aee  of  the  cut  from  tin  onhnary  stamp  j)a(l, 
l)eii:<4'  careful  not  to  mar  or  scratch  tlie  surface  if  it  h  >■ 
lialf  tone,  and  then  pUice  it  face  downward  upon  a  i)ii  • 
of  ])apcr  ui\(ler  which  arc  several  other  sheets  all  sup- 
jjorted  hy  a  })erfectly  even  and  solid  surface.  Then  hy 
si.ikin^'  the  hase  of  the  cut  a  mild  l>low  with  a  hammer 
a  rou^h  ]>v'\\\\.  may  I)e  made,  thai  will  answer  all  Hie 
})urj)oses  of  a  layout. 

{)().  Txca  facfor.s  in  drtrnnifiiiif/  form.  The  form  cf 
the  advertisement  may  he  determined  hy  two  important 
considerations: 

(1)  An  illustration  of  an  ohject  which  is  lon^  verti- 
cally, such  as  a  windmill,  siioidd  he  made  lon/^er  than  it 
is  wide:  while  an  ilhistration  should  he  wider  than  it  is 
lon^'  if  it  is  to  ^ivc  proj)er  emphasis  to  important  facts 
conceriiin;^'  an  ohject  whose  len<4th  is  horizontal,  as  a 
motor  hoat. 

(2)  One  position  on  a  i)a^c  may  he  far  more  cfTic- 
tivc  than  another:  the  outside  half  of  a  i)a<ie,  divided 
vertically,  is  the  one  p'nerally  desired,  and  therefore  a 
half-pa^e  illustration  hy  fitting  these  dimensions  may 
thus  he  made  more  strikin^j;  than  tiiose  in  which  the  pa^^e 
is  hisectcd  hori/ontally.  Of  course,  other  conditions 
may  make  an  illustration  wln'eh  luns  across  the  pa^e  the 
more  ctl'cclixe.  Nevertheless,  the  form  of  the  advertise- 
ment should  not  he  ^oxcrned  too  nnieh  hy  the  usual  foiin 
i)f  the  fractional  parts  of  the  pa^c  upon  whieji  it  is  tit 
appear.     As  Mr.  Strykir  says: 

A(^vortisor^  wlm  ni.ikf  u^<'  "f  ^p.'icr  in  tlii^  innimcr  ;ir<'  jii-^t  .is 

iiiiwi^i'  Hn  would   III'  M   tailor  will)   would  iimkr   a   >U\\    of  ixactlv 
ti--    --.~._  -i^-   i'-i-  I »- »i...t   i:iti :» I.I 

the     same    MZv     Ii;r    r;;;   ::     j,-.-.  ;  :  :  •::     -•■     ■  :  ■  •. ■:■•:•       :::-.::      :•       ~ 

hnnfr   in    folds    and    on    a    lii^   man,    hur^t    with    t i<f!itnt'ss.      \\\ 
I'onipariiijr  the  ad>  in  thrti-  or  fi.nir  issiit-.  of  tlic  .'■anie  publico- 


CONSTRUCTING  AN  ADM:in"ISKMKNT 


113 


tion  you  will  soon  discover  that  ndvertisers  arc  divided  into  two 
classes — those  who  have  purchased  space  and  have  prepared 
their  a(l»-  ising  to  fit  it:  those  who  liavc  prepared  tlieir  ad- 
vertising and  have  purcliased  <pace  to  fit  it.  It  is  hardly  neces- 
>,i\  ii)  cniiiiiu'iid  the  lattir  method,  as  advertising  produced  iu 
ilii-  manner  "speaks  for  itself." 

07.  Kinds  of  proofs. — Every  advcrlisenicnt  should  he 
li  ,1(1  several  times  to  Insure  eorrcetness  of  the  size  and 
r.iee  of  Ihe  tx'l'e,  liie  :ufaii.L>eiiieiil,  llie  thiekness  of  leads, 
ill'-  pmietuation,  eapilalization,  s])elliuo;,  etc.  Proof  is 
the  naine  for  the  jjaper  u])oii  whieh  is  the  iin{)ression  in 
ink  of  the  type  or  euts.  '''he  eheapest  kind  is  the  stone 
pi'oof.  This  is  a  rough  proof  made  l»y  fon-inn-  the  pa])er 
iiuainst  the  type  as  it  stands  on  the  compositig  stone. 
if  the  advertisement  has  a  half  tone  ilhistiation,  the 
I'lrlJiod  is  not  satisfactory  as  tlie  ludt'  tone  will  not  stand 
cut  elearly.  For  the  most  ordinary  eorreelions,  how- 
ever, and  for  a  cut  ^vhieh  will  jjrint  easily,  a  stone  proof 
will  do. 

In  otlier  cases  the  following  order  Is  customary  in 
making  ])roof.  Tlie  lirst  Is  cidled  the  galley  proof, 
which  is  on  long  strijjs  of  paper.  It  ..i  ealhd  so  because 
it  is  taken  from  type  held  in  "galleys"  or  long  narrow 
trays  of  metal  or  wood.  l*age  ])roofs  come  next  in 
order,  made  after  the  corrected  galley  proof.  Tlicy 
are  sometimes  called  the  lirst  revise  and  are  made  uj)  in 
]i:iges  of  the  ])rescrihe(l  form.  Page  ])roofs  are  expen- 
sive when  there  are  many  alterations.  Wiien  the  cor- 
rected revise  has  been  r(  tinned  to  the  j)rlnler,  the  matter 
is  made  uj)  into  pages  v.hieh  are  calli'd  press  j)r'M)fs. 
These  are  geiurally  Ihe  final  proofs  and  are  su[)posed 
to  he  a  perfect  eo|)y. 

Besides   these   there  are   engiaver's    proofs   or   i)ress 
jiroofs  taken  i»y  engravers  of  half  tones,  /.ine  etchings, 

»       IN  -H 


\ 


ill 


lit 


AJ)\  KRTISING 


etc.,  for  the  jxirpose  of  showiii;^'  how  the  cuts  will  aj)- 
j)ear;  color  |)!()of.s  tii]<en  in  colored  ink  ,)r  tyi)e  for 
covers,  hack  i)ages,  cr  lars  and  other  advertising'  mat- 
ter, hut  which  on  account  of  their  expense  are  not  al- 
ways furnished  hy  enyra\crs;  thil  pi'oofs,  which  are  un- 
finished pi-oofs  or  proofs  of  unfinished  plates  and  arc 
sometimes  furnished  instead  of  coloi-  proofs;  and  silver 
print  proofs,  which  are  prints  of  ilhistralions  and  de- 
signs made  from  the  nci^atives  of  these,  and  in  this  way 
a  line  (h'awinLi'  of  a  jjliotoyraph  may  he  made.  After  a 
silver  ])rint  has  heen  made  of  the  photo,u'ra|)hs,  a  j)tr. 
draw!n<i'  is  made  directly  on  the  print,  whereupon  tin 
print  is  hleached. 

A  hhie  print  is  also  used  when  it  ma\-  he  necessary  to 
see  exactly  how  the  cut  or  advertisement  will  appear  Ix- 
fore  the  plate  is  made.  Hhic  jjrints  are  the  same  as 
the  ])hoto;4ra, tiler's  l)luc  print  used  hy  au)ateurs  or  arelii- 
tects.  They  arc  especially  valuai)le  in  the  makinu;  "f 
catalou's,  wliere  there  are  e\))ensive  and  \ery  fine  eii- 
^rravinos  to  he  made. 

08.  Pro()f-ri(uliii(/.-\\'  a  perfect  eo|)y  of  an  ad\tr- 
tisement  is  desired,  it  is  ol  yi-ea*  im|)ortance  that  the 
proofs  he  read  carefully  to  insure  correctness  not  only 
of  sj)ellin^,  para^rai)hin^'',  punctuation,  etc.,  hut  nKn 
correctness  of  Icadinn',  spacing',  display,  indentation,  ( tc. 
Although  there  are  many  methods  of  correcting'  prooi. 
the  knowled<i-i'  of  certain  simpli-  convi-ntional  marks  will 
suttice  for  the  ordinarv  pi'ool  nader  of  advcit  iseuie'it^. 
These  marks  are  j)laeed  hoth  in  t!ie  hody  of  the  ty  pi'  ;iii(l 
on  the  mar^^uis  to  draw  attention  to  certain  alterations 
or  corrections.      l''<ach  mai'k  in  the  margin  shows  what  is 

to  liC  cliMUU'd  ilii.d  innsl  h.iixe  a  n!-U"k  iu  fh«_'  tvne  to 
show  where  the  eoi'i-eetion  is  to  he  made.  The  marks 
Sftvc  considerrdili    time  l)oth  toi-  the  enmposer  of  the  a<l- 


n 

NoH 

rom 
iliii 
1   c 

S  C. 

caps 
&- 

9 

A 
tr 
wf. 

Stot. 


X 

0 
,/ 
:/ 

± 

D 

/-/ 

'— / 

:^^ 
•ut,  see 


Q'l.  or  7 


Paragraph 

No  paragraph. 

Change  from  italics  to  Roman 

Change  from  Roman  to  italics 

I'ut  in  low(T-caso,  or  small  letters. 

Put  in  small  capitals 

Put  in  capitals 

(Delo),  take  out  the  typi-  ur  matter  with  a  line  drawn  through  it. 

Reverse  the  type. 

Left  out;  insert  the  matter  which  is  written  in  the  margin. 

Transpose  theprdcr  of  letters,  lines,  or  words  which  arc  underlined. 

Change  the  incorrect  type  or  a  wrong  font  or  style. 

Let  the  matter  stand  as  it  was  originally  set.     Stet  is  written  in 
the  margin. 

These  are  put  below  a  crossed   word.     Let   it  Stand  as  it   wa; 

originally  set. 
Insert  more  space  where  caret  is  marked . 
Correct  uneven  spacing  between  letters  and  words.     The  mark 

is  placed   in   the  type  and   "even"  is  written  in   the  nearest 

margin. 

Bring  line  to  this  point. 
Change  faulty  letter. 
Insert  period' 
Insert  comma. 
Insert  semicolon. 

Push  down  space  which  blackens  the  proof  into  correct  position. 
Indent  line  an  em 

One-cm  dash.     Insert  dashes  of  this  length. 
Two-em  da.h. 
Less  space, 
copy.     Something  omitted.     See  copy. 
Straighten  lines. 
Is  this  correct?    See  to  it. 


tfm 


h 


5    !   i 


lis 


116 


ADVERIISING 


vcrtiscmeiit   and   the   printer.     Those  most   cominotily 
used  arc  shown  on  page  ll.>. 

09.  "Closing"  of  advcrtisiug  forms. — In  order  to  al- 
low for  the  time  needed  for  tlie  setting  of  tlie  type  mat- 
ter, the  reading  of  tlie  i)roof,  printing  and  getting  re;MJy 
a  magazine  or  other  puhlieation  in  which  advertising^ 
matter  is  inserted,  a  "closing''  date  is  set  hy  tiiese  piih- 
lications  which  is  the  last  day  upon  which  any  kind  of 
copy  intended  t«  l»e  inserted  in  a  particular  issue  will  he 
accepted.  I  f  a  certain  magazine  is  issued  on  the  twenty- 
tiith  of  the  month  atid  it  retjuires  fifteen  days  for  gettinj,^ 
it  ready,  the  magazine  will  "close  its  forms"  on  the 
tenth  day  of  the  same  month.  A  puhlisher  shouhl  he 
allowed  at  least  one  week  hefore  the  closing  date  so  that 
there  will  he  sufficient  time  to  send  the  advertiser  his 
proofs  and  have  them  returned  for  any  needed  changes 
in  the  type  matter.  Otherwise  dissatisfaction  may  re- 
sult hoth  to  advertiser  and  puhlisher.  Information  in 
regard  to  "closing  dates"  if  r.ot  announced  on  the 
rate  cards  may  be  procured  from  publishers  on  re(]uest. 


^^f^^. 


CHAPTER    V 


ADVKiniSING    MKDILMS 


100.  General    mcanini^    of    Ihe    term.— The     word 
imdiuni"  is  used  in  I)oth  a  broad  and  a  limited  sense. 
Anything  by  means  of  whicb  an  advertiser  ealls  atten- 
liMil  to  bis  ^H)ods  is  a  nieibum.    Tliis  would  inthide  biU- 
iMiards,  trade  papers,  eireulars  and   street  ears.      In  a 
more  restrietcnl  sense  tbe  term  is  eonfined  to  newspapers 
:ind  magazines.     Tbese  represent   tbe   ebief   means  of 
tv:idiinn'  tbe  eonsmners,   as  eontrasted   witb  tbe   trade 
papers   wbieb    reaeb   dealers   only.      .Magazines,    news- 
papers, trade  and  teebnieal  papers  are  generally  s!)oken 
,,f  eolleetively  as  ])eriodieals.     In  distin^uisbing  between 
inontidvandweekly  publieations,  tbe  former  are  termed 
iiiao-azines  and  tbe' latter  periodieals.    Advertisino-  men 
(listinguisb  between  niontbly  magazines  as  well.     Mmi- 
sei/'s,    Scrihtier's,    CosmopoUiau.    Ceutiirii.    CaiuuUnn 
Mui^a-Jue  and  <^tl-.ers  ..f  tbis  elass  are  deseribed  as  stand- 
,1.(1  size  maf>:azii..s.    Sueb  magazines  as  Liiemsji  Dii^esl. 

Inuricaii,  Mefrojiolitaii .  Cauada  MunthUi  and  Mae- 
Lcau's  Ma^i'trJneiWv  termed  flat  sbeets.  wbile  tbe  Deline- 
alor,  MiCall's  and  otbers  tbat  ai)peal  to  women  ebielly. 
:u-e  dubbed  women's  pnblieati(Uis.  Tbere  is  a  furlber 
class  of  peii.MJieals  in  Canada  and  in  ibe  Tnited  State's. 
,,,.1.  as  Farm  and  Fireside,  Farm   Monlld/i.  Farmer's 

Idvorale    and    Farmer's    Mafrazine.    known    as    farm 

■   iprrs. 

'Ibe  weekly   publication  is  well   represented   l>y   sueh 

117 


?  i  i 


'A 


118 


ADVKUTISING 


papers  as  the  Satnrdaji  Evening  Post,  Collier's  Wcchbi 
and  Cauddiau  Courier,  which  have  a  semi-news  char- 
acter. Trade  and  technical  papers  aj)[)eal  to  sj)ecial 
cUisses  of  readers  and  are  therefore  sometimes  called 
"class"  papers.  Such  pul)lications  ;',s  Ilardzcare  ^tgc, 
JIardxcare  and  Melal,  J)r//  (rood.s  h\riezc  and  Canadian 
Grocer  are  correctly  termed  trade  pa|)-rs.  The  term 
"technical"  ap|»lics  to  i)apers  like  the  Electrical  World, 
Canadian  Macliiner//  and  Poxcer  House,  wliile  the 
Christian  Herald  and  the  K/ncortli  Herald  would  he 
called  "class"  pa])ers. 

101.  Xeicspaper  versus  inaga-Jne. — One  of  the  first 
(luestions  that  confronts  the  lar<re  advertiser  is  the  choice 
hetween  the  newspaper  and  the  magazine  as  an  adver- 
tising medium.  >\s  a  general  rule,  it  ought  not  to  he 
difhcult  to  decide.  Each  medium  has  its  peculiar  vir- 
tues, and  it  remains  for  the  advertiser  to  judge  whether 
his  product  will  he  given  more  and  hetter  publicity  in 
the  one  or  the  other,  rerhajts  hoth  may  ])e  used  to  ad- 
vantage. The  chief  (liH'ereiices  hetween  the  magazine 
and  the  news|)aper  are  as  follows:  (1)  A  magazine 
lasts  thirty  days:  the  weekly,  seven  days:  the  newsj)aper. 
only  one  day,  (2)  The  magazine  is  read  slowly;  the 
newspaper,  hurriedly.  Hi)  The  circulation  of  the  maga- 
zine is  general:  the  news|)a|)er  is  local,  i.e.,  conlined  to 
a  citv.  state  or  section  of  the  countrv.  (i)  Mauazines. 
as  a  rule,  l>v  using  a  i)etter  (juality  of  paper  and  a 
slower  process  of  ])rinting,  cnahle  the  advertiser  to  em- 
ploy higher  gnide  cuts  for  Iiis  work.  (.))  Conditions 
surroiuiding  tin-  puhlieaiiot!  of  a  magazine  reijuire  thai 
an  advertisement  he  I'cady  son:etime  in  advance  of  the 
date  of  |)uhlicatin!i.     A  iie\\spai)er  will  accept  rn  ac'ver- 


I 


tisement  within  twcntv-four  hoinvs  (»f  if 


s  goiiiif  to  pre. 


102.  Character    (if    goods    tidvertistd.      In    the    fiist 


AD\KKTISING    MEDIUMS 


119 


jilace,  the  character  of  the  advertiser's  wares  will  larcrely 
dttermine  the  mediinn  to  l»e  used.  Second,  if  a  ware 
call  be  advertised  to  advanta<re  in  either  inediuin.  the 
liiisiiiess  policy  which  calls  for  iniinediale  versus  more 
niiiote  returns  may  decide.  Third,  the  mode  of  cam- 
iiajoniim-  mav  inlhieiice  the  advertiser  to  jjrcfcr  the  news- 
paper  to  the  ma^a/ine  or  vice  versa.  The  news])ai)er 
is  adapted  to  intensive  methods.  Localities  can  be 
worked  systematically  one  after  the  other.  Sometimes 
an  article  is  especially  api)ropriate  for  a  certain  district. 
Such  conditions  are  oenerally  met  by  the  news])ai)ers 
more  satisfactorily  thai>>  by  the  magazines.  Fourth, 
conditions  of  trade  must  also  inlluence  the  advertiser  in 
the  choice  of  a  medium.  Trade  conditions  for  some  lines 
nt  woods  chanoe  rapidly,  therefore,  in  some  eases,  by 
uaitino-  for  his  advertisements  to  a])])ear  in  a  ma<^azine 
till'  advertiser  mi^ht  lose  many  favorable  trade  opjjor- 
tiiiiitic!:. 

On  the  other  hand,  the  magazine  is  usually  the  most 
satisfactory  medium  when  general  results  are  desired. 
'I'lie  avera,i;e  bnying  power  of  each  magazine  reader  is 
mvater  than  that  of  the  average  jjcrson  who  reads  the 
n.wspapcrs.      Intensive   etfort    is    ])rotitable   after    the 

Mdts  from  general  effort  have  been  obtained.  The 
(Mst  of  increased  business,  after  the  "cream  has  been 
skimmed,"  constantly  rises  until  eventually  a  ])oint  is 
reached  where  further  effort  in  the  same  direction  will 
not  be  ])ro(ita])le.  As  a  rule,  therefore,  newspaper 
advertising    follows    th''    mor(>    general    magazine    ad- 

M  rtising. 

These  conditions  resolve  themselves  into  an  analysis 
(if  Ihr  iM-oduct  on  the  one  hand,  and  a  study  of  the 
market  conditions  on  the  other.  When  these  have  been 
determined,   tin    advertiser  most    choose   his   means   of 


1^20 


ADVKRTISING 


^1 


J 


reac'hincr  tlie  consumer  l)y  ;i  study  of  tlic  character  of 
the  eircu]ation  and  its  territorial  distrihulion. 

I0:i.  C'haracfcr  of  a  mtcspajjir.  What  we  really 
mean  by  "determining"  the  charatter  of  a  newspajjcr  is 
findino  out  tiic  class  of  people  who  read  it.  A  news- 
pai)er  simply  rellects  the  desire  of  its  readers,  and  hence 
serves  as  a  valuable  guide  in  directing  the  advertiser's 
style  and  approj)riati()i;. 

In  the  Tnited  States  and  Canada  the  newspapers  an- 
read  i)y  the  masses.  An  apjjcal  to  the  i)eoi)le  that  is  fo 
be  quickly  and  thoroughly  clfeclive  must  include  the 
dady  journals;  bni  a  wise  (hscrimination  should  be  ex- 
ercised. The  American  masses  are  not  uniform  in  tlu  ir 
attitude  toMard  political  and  ethical  (|uestiow:i,  and  tlu  v 
are  keen  in  detecting  inconsistencies  between  tlie  edi- 
torial and  advertising  and  news  sections  of  the  same 
]niper.    As  one  expert  in  bank  advertising  ])uts  it: 

'J'hc  iii'W>i),-,pM-  that  pivacli..  til,'  In-otluTli,.,),!  of  man  an.l 
th.'  Cliristiaii  >|)irit,  that  I.  alua_v>  asMiiniiio.  a  Ii.'o-l,  moral  to,:.' 
in  its  editorial  columns,  vet  panders  to  tlir  lu^ts  and  nicrhid 
runosity  of  the  moh  in  its  news  an<l  advert  i-in--  coluinns,  i-; 
worthy  of  no  support  and  has  little  valiialilc  inthuauv  for  tlu' 
"oankrr. 

Some  wdl  dis-cnt  from  this  view.  ar<;-uinn-  (hat  it  is  to  thr 
r]as>  that  reads  this  sort  of  ^tiitF  tha^  the  appeal  must  he  made. 
i:\perienc-t'  has  provon  otluruise.  City  hankers  wantin<r  the 
deposits  of  saloon  men,  race  track  touts  and  l.ookmakers.  di\e 
keepers,  and  all  the  mom  ye.l  mc  n  of  the  underworld,  of  course, 
will  n-o  where  their  custonurs  are  most  llkelv  to  see  iuul  hear 
them. 


lot.   1)1)  pari  (Hire  of  (liscr/)))i))ali))if  cho^'r. — The  same 
discrimination    which   the   banker   must    use   should    be 


ado 


|)ted   by  every  advertiser  in   judging  of  the   ]K)liey 


and   method 


tne   newsp'iper, 


It 


IS     'V( 


II,  therefor 


ADVERTISING    MEDIUMS 


121 


that  from  an  advertiser's  point  of  view  some  standard 
be  set  that  may  lielp  in  separating  the  good  from  the 
1:1(1  ^Ir.  \Valdo  1'.  Warren,  at  one  time  advertising 
inanager  for  .Marshall  Field  \  Company,  Chicago,  de- 
>riil)es  the  ideal  newspaper  from  the  advertising  point 
of  view  thus: 

I'lie  ideal  iidvcrtising  medium  is  tlif  lionie  newspaper.  It  is 
a  paper  which  is  so  filled  witli  "rood  tli()up;ht>  for  every  mem- 
!n  r  of  the  family  that  it  finds  a  \vi\v\n  welcome  and  an  ea<>-er 
iriidinfj-  wherever  it  ffoes.  It  is  free  from  crime  and  scandal 
,i:m1  unwholesome  things.  It  takes  more  pride  in  the  quality 
;  !  its  circuhition  than  in  the  uiere  quantity — but  it  has  the 
'|iiantitv  as  well  as  the  <iuality.  It  is  not  boastful,  nor  too  nuuh 
"Iwn  to  findinn;  fault.  It  wins  the  confidence  of  the  people  by 
;■-  simplicity,  honesty,  purity  and  j)roffrcssiveness.  It  handles 
'.  news  of  the  day  in  a  manner  which  appeals  to  the  l)etter 
.....s  of  people  and  to  the  letter  nature  of  all  people.  It  em- 
})liasizes  the  hopeful  features  of  the  news  rather  than  the  dis- 
cordant ones.  It  has  a  permanent  location  for  its  special  fea- 
tures. It  is  an  authority  on  whatever  it  undertakes  to  exploit. 
It  has  a  re])utatl(in  for  correctness.  It  rej^nihites  its  advertlslntjc 
]);ii)es  by  reasonable  requirements  ren;ardin<i;  display  and  illus- 
trations, so  that  the  page  represents  a  pleasing  whole. 

In  remarking  tipon  this  passage,  ^Mr.  E.  St.  Elmo 
Lewis  adds:  ^ 

While  some  of  these  qualifications  may  bo  thought  Utopian, 
iiuiie  of  them  will  be  con>id(-red  impossible.  Yet  few  news- 
papers of  our  acquaintaiico  could  a])i)ro\Imate  even  half  ot 
thrse  refiulnuients,  \shlcli,  we  will  admit,  are  In  every  way 
(l.sirable.  Mr.  Warren  mi<;ht  havi-  sugg<>-ted,  in  addition,  that 
i'  ideal  iunvspay)cr  will  endeavor  to  malidain  honesty  and  in- 
t'  i^ritv  in  the  advertisements  it  permits  to  occupy  its  columns, 
■I';;!  T  tlM'ik  be  would  tlicn  liavo  embodied  all  the  requirements 
of  an  Ideal  newspaper. 

'•'Financial  Advertising,"  by  V..  St.  Flm.i  I.rwis. 


12^2 


ADVERTISING 


Tlic  same  kind  of  (liscrimiiiation  wliicli  applies  in 
the  seleetiou  of  ne\vspai)eis  a])|)lies  also  to  iiia<4'a/iiRs. 
A  strikiiif^'  illustration  of  ^^ainin^j;  an  ajjpeal  to  ditiVr- 
ent  classes  of  peoi)le  is  offered  in  a  comparison  of 
the  ImiUcs'  Home  Jouiiud  and  a  montlily  puhHea- 
tion  called  Comfort.  Hoth  have  enormous  circula- 
tions, hut  a  study  of  their  respective  make-ujjs  would 
speedily  show  that  an  article  intended  for  the  intel- 
ligent and  well-to-do  .Vmerican  woman  should  go  in 
the  well-edited  and  well-printed  Joiirna]  and  not  to 
the  other  ])ublication.  On  the  other  hand,  cheaj)  goods 
such  as  "jewelry,"  remedies,  agent's  supplies,  etc..  which 
are  meant  to  interest  the  ignorant  classes  would  find 
Comfort  a  profitable  medium  in  which  to  advertise. 
The  fact  that  hoth  of  these  publications  rank  among  the 
most  extensive  advertising  mediums  in  the  country  shows 
that  each  is  successful  in  its  own  province. 

lOo.  Choice  of  eveninii;  or  morning  editions. — The 
question  in  regard  to  the  relative  effectiveness  of  ad- 
vertisements in  the  evening  and  morning  ne\vs])aj)er 
lias  often  been  discussed,  as  though  a  definite  rule  could 
he  established  thereby  the  one  or  the  other  could  be 
excluded  entirely  without  detriment  to  the  advertiser. 
No  such  arbitrary  and  general  rule  can  be  made.  The 
difference  between  the  two  papers  is  chiefly  a  time  dis- 
tinction. Oidy  l)y  a  careful  study  of  the  local  habits  and 
customs  of  the  ])eo])le  can  the  liusiness  man  determine 
in  Avhich  ])aper  his  advertisement  will  ol)tain  the  widest 
and  most  attentive  i)erusal.  The  artisan  class  has  as  a 
rule  little  time  for  reading  a  morning  pa])er.  I'urchases 
in  the  honies  of  these  men  are  generally  weigjied  before 
tliey  are  made.  An  evening  i)ai)er  is  likelv  to  be  read 
thoroughly,  both  because  there  is  time  and  because  there 
is  no  other  literature  competing  for  tlie  reader's  time  and 


A])Vi:UTISING    MKDIl'.MS 


123 


■  ihf 


•jii   i'fri 


attention.  On  tlie  other  hand,  an  advertisement  that 
appeals  to  the  connne'-'-ial  ehiss  to  men  who  are  hahit- 
iially  accnstomeil  to  ([iiieU  aetion  in  matters  ))ertaini!!0' 
to  tiieir  aU'airs— may  ^ive  better  resnlts  if  puhhshed  in 
the  morning  paper.  For  instanee,  the  merehant  reads 
!iis  j)aper  on  the  Avay  '"down  town."  lie  is  interested  in 
the  market  news.  A  hanU  ad\  ertisement  npo:i  the  linan- 
cial  i)a.i4es  wonld  proljahly  he  elVeetive  in  his  ease.  \  et. 
(ven  in  the  single  matter  of  hank  advertising,  this  rnle 
uould  not  prove  an  nniversal  one,  i'or  a  savings  bank 
uhieh  appeals  ehiefly  to  the  "home  folks"  would  find 
uieater  sueeess  in  the  evening  pai)er. 

100.  "General  iinprcs.sioit"  a.s  an  iinh\r. — The  charac- 
ter of  a  newspaper  is  })est  ex])ressed  by  the  term  "general 
inii-ression."  This  impression  may  be  radically  differ- 
(iit  fiom  some  one  business  man's  ])rivate  ideas.  In 
choosing  a  pajjcr,  therefore,  a  careful  study  should  be 
niade  in  order  not  to  let  a  prejudice  stand  in  the  way  of  a 
profitable  bus-ness  venture.  The  selection  of  a  proper 
style  of  advertising  depends  upon  the  character  of  the 
pa])er  and  this  is  often  indicated  by  the  term  "general 
impression."  Take  New  York  City  as  an  example. 
There  are  iiineteen  daily  newspapers.  Each  reflects  the 
diversity  existing  in  the  i)()])ulation.  The  Xcic  York 
Herald  and  the  Xctc  YorJi  Times  appeal  to  about  the 
same  type  of  people— the  intelligent  wage-earner  and 
the  average  business  man.  The  Xezc  York  World  is  a 
newspaper  for  the  wage-earners  and  working  men.  The 
AVre  York  Sun  aiul  the  .Vctl'  Yorl-  Eveninii;  Vo.^f  reach 
men  of  afl'airs,  financiers  and  baid<ers,  the  Sun  bearing 
the  "general  impression"  of  having  a  special  Wall  Street 

ro/7i'   Connnere'ud   reaches   tiu- 


(iiiowms 


'IMi 


Sex*. 


\  I 


mar 


ket   interests.     Tlie  AVtc    York  Tele^n-aph  reflects 


Ui 


ADVERTISING 


tiie  (lemaiuls  of  tlie  siage  and  of  the  sporting  fra- 
ternity. 

Toronto  newspapers  are  classified  as  follows:  TJie 
Cilobc,  Mail  aiid  Empire  and  A'ctcs  I'caeli  iniieh  the  same 
class— the  progressive  aiid  intelli<jfcnt  hiisiness  men  and 
men  of  alt'airs;  the  Tclcii^rmn  reaches  the  workiiii^ 
classes  and  waire-earners;  the  World  and  the  Star  reafh 
the  more  intelli<i,'cnt  wat^'c-carnci's  and  the  a\eragc  hiisi- 
ness men.  In  Montreal,  the  Press  and  La  Palric  ha\c 
hirye  circnlatiotis  anions-  al!  classes  of  French  Cana- 
dians; the  Star  reaches  all  classes  amon;^'  the  Kn^lisli- 
speakin<^'  ])()|)nlation. 

107.  MvlJiods  of  disc()vcrht;j;  iicxcspajX'r  prifcrvncc  of 
loctdUij.-  Ilavino-  classilied  tiie  ne\\s])ai)ers  ol'  a  l(;cality 
accor(Iin<i"  to  theii"  "pnjlint^'  |)o\\er.""  the  ad\ crHser  should 
endeavor  to  eliminate  the  pei'sonal  prejndice  in  t'axor  it' 
the  medium  that  appeals  to  his  own  social  or  hiisiness 
set.  lie  may  di'aw  his  pndits  iVom  an  entirelv  ditfercnt 
(jnarter.  There  are  ina  y  ways  hy  means  of  which  the 
sentiment  o!"  tlu  \arious  classes  ol'  people  can  he  I'onnd 
out.  One  firm  gained  valuahli^  idejis  ol'  this  hind  hy 
instructin<4'  the  clerks  to  lind  out  what  iiews])ai)er  tin  ii' 
customei-s  read.  Aoothei-  lirm  tuok  a  \nt(  on  the  nmt- 
ter  amon;^'  the  elei-ks,  poiiers  and  sei\ants  in  t!i(ii' 
employ.  Se\(i-al  hanks  which  fell  they  wcrt  not  in 
close  touch  Willi  their  ti-adt  were  ahle  to  re\  ise  tin  if 
ad\  t  rl  isin^'  appoi't  ioinneiils,  l)\-  s(  iidiiio-  ()|||  with  each  nl 
the  nioiithly  self  l(  uii  iiK  a  card  asking  I'or  inroinial  iiui 
that  wcaild  pei'iiiit  the  hank  to  coiilinr  ils  aiiiioiin<i - 
nienis  and  adx crtisiiin  to  I  hi  ptopir  inost  inh  rt  sled  iii 
fliiir  haiil:im>'  hiisiness.  Such  ijiiestioiis  as  the  I'ollow- 
iitj^'  Were  aslv'd : 

\  ♦  ii.i  i   n  io(  j  III  m  I  lew  s  1 1,1 1  HI    ( ii )   \  c  »i  i   icl;!  Hi!  I  i  \    i  ■  .ii  i  .' 

What  (•\(  nin;4  iiewsj)a|)(  r  do  yoii  rc'^nlarly  read  f 


ADVERTISING    .MEDIUMS 


Uo 


m 


What  newspaper  goes  to  your  home? 

In  whieh  paper  do  you  have  the  most  confidence  re- 
s|itctin«^-  honesty,  I'airness,  resiKnisibilityi' 

The  card  closed  witli  a  recjucst  that  the  customers 
;iiis\vcrs  he  returned  with  the  pass  hook  ^hen  his  next 
(Irposil  uas  made.  The  information  thus  received 
tlnrw  new  h^ht  on  the  oUl  advertisinn-  pohey  of  these 
I, allies  and  led  to  a  chanj-e  of  Uie  advertising^-  mediums. 

One  source  of  inforjnation  re<iarding  the  character 
(if  a  pajjcr  as  an  advertising-  medium  sliould  not  he  tner- 
Innked,  i.e..  internal  evidence  -rained  from  a  perusal  of 
the  advertising  columns  of  the  ])a])ers  tliemselvcs.  This 
will  often  indicate  its  value  for  some  s])ecial  line  of  husi- 
iKss.  A  haid<  looking  for  deposits  may  rcas(M»  thus: 
liigh  grade  retail  advertising  indicates  prosjjerous  and 
thrifty  readers  a  home  circulation  and  home  inlluence; 
;i  JK.nie  with  mom  y  for  spending  in  the  retail  store;  and 
i!  also  indicates  some  surplus  savvd  for  the  hank. 

lOH.    Trade    jounidls    atid    ihiss    piihlintlions.      'Vh(i 
(haracter  of  an  advertising  medium  can  he  more  clearly 

lermined  in  the  cast- of  trade  and  technical  pajiers  thai' 


ii( 


m  anv  other.  The  si/e  of  the  circulation  is  not  the  decid- 
iN-'  factor  in  this  case.  The  numhtr  of  people  interested 
in  anv  particular  husiness  cnlerpiise  is  relatively  small 
\«heii  compared  with  the  general  n<vvspai)cr  or  |)opular 
magazine,  hut  from  a  j)oint  of  view  of  puhlicity.  the 
I'ade  paper  oilers  less  uneert;  inty  as  to  potential  results. 
The  adv(  rtisir  can  le  cirtain  that  his  appeal  w  ill  he  made 
!m  people  \vho  are  directly  interested,  provided  his  pro(l 
111  meets  a  demand  of  the  i)arficular  trade. 

Within    the    last    few    vears    gr'^at    im|)rovem<-nt    h;'s 
1  > en    made    in    the   (■haraettr   ol'   tlie   vontenis   of    trade 

.        .  I  1  .•     •  I    'IM... 


a|)crs. 


no'ii    in    niNNs 


,  1 1  I  \  I    I   1  I  -1 1  1  1 1;, 


purily    'wnli  u])"    stage  is  gradually  passing  away 


a  IK 


i! 
ii 


fr 


126 


ADVERTISING 


"card"  advertising  lias  largely  given  place  to  advertise- 
ments that  really  liave  .sonietliing  to  say. 

The  trade  paper  tills  an  important  gap  in  the  tieM  of 
general  pnhlieity.  The  consumer  has  nsually  been 
Tiade  the  point  of  attack  by  the  "dverliser  for  increasiiiir 
the  initial  demand  for  a  product.  lie  in  turn  bears 
ujjon  the  dealer  or  uhoiesale  consumer,  an  important 
class  interested  m  the  journals  i)ertaining  to  their 
trade. 

llow  costly  the  overlooking  of  any  material  link  in  a 
great  national  advertising  campaign  may  be  illustrated 
in  the  case  of  a  certain  soaj)  campaign.  ^Vhen  this  tinn 
began  advertising  their  product  in  the  rnite<l  States 
they  confined  their  appropriation,  amounting  to 
-$.)()().0()(),  to  the  magazines.  A  great  demand  was  stim- 
ulated, but  the  dealers  had  never  heard  of  it  and  hence 
could  not  meet  the  demand.  The  tactical  mistake  in 
the  can:paign  consisted  in  not  IciJing  the  trade  about  the 
efforts  being  made  to  introduce  the  soap  into  tins 
coiMitry. 

A  soniewhnt  similar  e\|)ericnce  was  that  of  a  well- 
known  United  States  food  product  nianufacturcr  who 
some  years  ago  invaded  the  C  madian  market.  His 
produi  is  were  advtrtised  on  a  large  scale  in  all  the 
larger  Canadu'n  cities,  but.  unfortunatelv.  he  jieLdectcd 
to  sec  that  the  retail  grocery  trade  was  th'st  s»ipj)lied  with 
a  large  enough  stock  to  till  ..rdrrs  resulting  from  the 
advertising.  Later,  when  the  trade  finally  came  to 
handle  the  line,  it  was  surprisingly  <lillieult  to  move  tlic 
I4nnds.  Additional  advertising  s(  etned  otdy  to  serve  as 
a  reminder  of  the  fact  that  inciuirers  had  been  unable  on 
previous   occasions    to  obtain   the   \arious   brands   thcv 


r;n"M   III!    ;n    riic   iiiail   siores. 


nion('\ 


had  I 


ill  niiiii('iis<'  anioind  of 


teen 


>t((l 


1  wasttd  in  useless  ad\(rlis!ng  and  it  was 


ADVEKTISING    MEDIUMS 


127 


a   lon^   time   before   continued,    persistent   advertising 
s;i\  I'd  the  situation. 

lOl).    Advdiila^cs    of    trade    joiinmls. — The    better 
tnide  i)ai)ers  have  also  an  advantage  over  the  ne\vsi)ai)er 
ai!(l  niana/ine  in  the  I'aet  that  the  readers  of  trade  jour- 
nals follow  the  advertisement  from  the  business  niaiTs 
pniiit   of   view  —  i.e.,   profits.     Advertisements  beeome 
rial  news  of  the  market,  priees  and  (jualities  of  goods 
are  compared,  and  valuable  commercial  knowledge.  ])er- 
I filing  to  the  latesi  improvements  in  design  of  product, 
i.r  methods  and  orgj.nization   of  the   trade,   become  a 
Mil)s^itute   for  the  news  sections  of  the  daily   papers. 
.Ndvcrtisements  are  practical  and  essential  ideas  are  put 
f( award  in  concise  manner,  and  often  in  much  better 
1  Ml  111  than  the  extended  articles,  which  do  not  give  the 
uiratcst   amomit   of   information,   in   a   way   that  con- 
siiims  a  minimum  of  the  reader's  time.      Mr.  (Jordon  C. 
K(  ith.  niariaging  editor  of  the  Poic.r  Ilcitsr.  says  in  this 
(lamection: 

(iiviiiM;  the  p.-ipcr  tf)  \ho  subscTiluT  at  a  lowrr  rate  is  very 
i'l-ijriiiticant  comiiari d  with  IIk-  ((lucativi'  \,tluf  of  tlit  a(l\'  rtisc- 
li.  rits.  'I'lir  ,Hl\rrtisc!ii<ait  has  a  mission  of  it-,  own  to  perform 
-'  it  is  of  vital  interest  to  ;'ii;,niiei  rs.  Stationary  cnj^ineers  liavo 
'  ,1  us  that  thev  OWL'  their  position  solely  to  iiiforniation  frleaned 
!  Mil,  advert  Is.  nients  and  eata!o;;s.  'Die  enf^ineer  wlio  jrets  in 
''  1,  ii  with  diilVreiit  svslenis  is  in  a  position  to  reroniiiiend  the 
-I  suitalih-  under  certain  conditions.  Tlun  when  the  nia- 
-  ,iurv  or  e(|iiipiiient  is  instalhd  he  can  see  that  it  is  operated 
ill  the  most  c  tiiii(  nt  luaiiiui-.  li.can-r.  tlia.iks  to  the  advertisement, 


ill'  wns  "  t 


aciinaiiited   wiMi   it   h.  fore  it    was  ordiled. 


110.   I*ris(iil   utiilii.^  (if   tnidi-  jminud  'id-iCrlis'infi;. — 
On.'  thing  that   has   kept    the  ad\(i  Using  pages  of  the 

.1  .  1        1         !•    .  I  .  .: I 

''  iiif    pajurs    ill  ii>\\    ih'    •sT;i(iii.iriiS   <<i    iiiv"   iiii'i  j^.i/'.; ;;;     .;;;■.: 

tl  at   of  tile  large  daily  paper  is  the  wides'  read  n(<tion 


128 


^f 


ADVERTISING 


that  benefits  to  be  derived  from  the  advertising  pages  of 
a  medium  dej)end  solely  u})on  the  amount  of  its  eireula- 
tion.  For  instanee,  it  is  not  uneommon  to  see  in  maua- 
zines  of  u'eneral  eirculation  advei'tisements  of  sueli  spt- 
eialties  as  pulleys,  boilers,  eonerete  reinforeing  l,)ars,  etc. 
]Manufaeturers  of  purely  teehnieal  ])roduets  are  oftni 
faseinated  by  an  advertising  agent's  proposition  wliid, 
ealls  for  .^7,200,  j)erliaps  for  a  ■■(loul)le  l)age  spread"  m 
a  |)aper  sueli  as  tlie  Sdinnhiii  Excniufi;  Past.  The 
same  men  would  turn  a  deaf  ear  to  a  trade  j)aper  ])rop()- 
sition  whieb  ealls  for  ^iO  a  niontb  per  issue  in  the  ball' a 
dozen  trade  papers  that  reaeb  with  small  pereentage  of 
waste  the  very  readers  desired  by  the  advertisers. 

That  the  general  newsj)aper  or  magazine  ean  eompcto 
sueeessfully  with  the  tichnieal  ])ress  whieh  goes  to  a 
limited  but  direetly  interested  number  of  readers  lead>  to 
another  consideration — the  attitude  of  the  achertisinj,' 
ageney  toward  the  trade  j)uhlieation.  T'wo  causes  have 
contributed  to  a  feeling  of  indifference  on  the  part  of 
the  agency  toward  the  trade  paj)er.  I'irst,  it  is  more 
ditlicult  for  an  agency  lo  create  tiew  i)usincss  for  a  tech- 
nical pa|)er  than  for  oiic  of  general  inti'rcst.  Second, 
the  trade  paper  generally  ehargi  s  a  much  lower  rate  for 
its  advertising  than  the  other  publications.  l^)th  of 
these  causes  reduce  the  possibilities  of  the  agent's  re- 
ceiving large  returns  in  the  form  of  commissions. 

There  is  no  donl)t  that  the  agencies  ha\e  done  much 
valuable  \\()rk  in  "educating"  the  mamifacturer  and  the 
business  man  to  the  value  dcnxcd  from  high  class  ad 
vertising.  but  the  general  mediiuns  have  bcfu  dirivir):: 
the  material  bcndils  from  the  ag(  nt's  labor  because  tlu  v 
could  pay  for  it.  \\hile  the  trade  papers  were  too  indi!'- 
iereni  to  engage  liigii-pnced  copy  u  riters.  A  cjiange  ni 
this   resp<-et.  howe\  or.  has   tahen    jdace  in   tjie   last   fev^ 


ADVERTISING    MEDIUMS 


129 


years.  Able  and  efficient  copy  departments  are  main- 
tained by  tbe  l)ctler  class  of  trade  and  technical  papers 
and  the  service  ottered  is  of  ^n-eat  value  to  the  adver- 
tiser. These  dei)artments  are  manned  by  expert  copy 
u ritcrs  who,  as  a  rule,  are  thorou<rhly  familiar  with  the 
trades  or  indvistries  represented  by  their  jMibiications. 

111.  Formal  ion  of  .si/ttdiaites  of  trade  pa  j)cr.s.— As  a 
further  means  of  overcoming  this  lack  of  c()()i)eration 
1.(1  ween  agencies  and  i)ublishcrs,  there  is  a  movement 
,.11  foot  in  the  Tnited  States  among  the  trade  jniblica- 
tions  to  join  toget!  cr  in  a  syndicate  all  the  i)apers  of 
a  certain  class.    This  permits  them  to  treat  witli  the  ad- 
\ertising  agency  on  a  basis  more  profitable  to  both  par- 
tics  concerned.     For  example,  one  enteri)rising  concern 
has  formed  a  syndicate  of  textile  ])apers.     Any  adver- 
tiser wlio  wishes  to  secure  coiiperation  of  the  dei)artment 
stores  throughout  the  United  States  can  do  so  at  once 
through  one  central  medium.    By  this  method  a  higher 
niade  of  cf^i)y  is  guaranteed.     The  syndicate  can  afford 
h.  employ  a  higher  grade  of  talent  than  the  individual 
paper,     'riic   grocery  and   allied   trade   papers  of  the 
I'nitcd  States,  some  fifty-six  iii  ?uimber.  are  similarly 
K  presented  by  one  central  agency  with  residts  that  are 
satisfactory  both  to  the  advertisers  and  to  themselves. 

In  Canada  we  find  a  somewhat  ditl'erent  situation. 
I'hc  smaller  population  in  the  Dominion  cannot  support 
:i  iiMmber  of  diff'ercnt  trade  and  technical  ])u!.licati()ns 
III  the  same  line.  These  ])ai)ers  arc,  however,  j)ublishcd 
11.  groups  by  two  or  three  strong  publishing  concerns. 
Ihe  MacLcan  Publishing  Company.  Ltd.,  publishes 
7'/,,  Canadian  (innrr.  Ilanhaarc  and  Metal.  Dr/i  (ioods 
li\rierv,  Men's  iVear  Revieii.'.  BoohseUer  and  Stationer. 
(  'iiiadiati  .'*i achniti  if  niiCi  .'i an n j m  i  >< , , n t..,  .  •. .  .^.t.  ^  ■"« 
l*<ncer  House.  Marine  Engineering  of  Canada,  Cann- 
C-IV     i» 


-^> 


130 


ADVERTISING 


^1- 


!li^ 


dian  Foundrfjinau,  Sanitari/  Eii^hiccr  and  Plumber  and 
Stcamfittcr,  Printer  and  PuhliHhcr.  In  addition,  this 
concern  also  publishes  other  more  general  magazines  and 
papers  such  as  The  Financial  Post  of  Canada,  Farmers' 
Ma{j;a-Jnc  and  MacLcans  Ma^a'Jnc.  The  Hugh  C. 
JMacLean  Com[)any,  Ltd.,  pid)lislies  The  Winnipci^ 
Commercial,  Western  Canada  Contractor,  Western 
Canada  Lumberman,  Contract  Record,  Canada  Lum- 
berman and  Electrical  Nexcs.  The  (Jagnier  Pul)lishiiin- 
C'onij)any,  Ltd.,  publishes  The  Cif^ar  and  Tobacco  Jour- 
nal, Wines,  Liquors  and  Spirits,  Clothier  and  Haber- 
dasher, Trader  and  Jexceler.  This  com})any  also  con- 
trols The  Motor  Magazine,  Motor  C/jclc  Magazine  and 
other  more  general  magazines. 

112.  Changes  in  methods  adopted  bjj  trade  papers.— 
Perceiving  that  the  apj)eal  to  advertisers  must  be  made 
along  different  lines  than  those  emi)loved  by  the  other 
kinds  of  ])criodieals.  the  ])ul)lishers  of  trade  journals  arc 
emphasizing  the  element  of  (juality  rather  than  quantity 
in  their  circulation. 

A  trade  ])ublicalion  that  is  jmpular  in  the  office  and 
also  in  the  shoj)  would  hardly  omit  an  opjiortunity  to 
show  the  advertiser  that  while  the  men  in  the  factory 
may  never  directly  purchase  machinery  themselves,  yet 
they  have  a  great  influence  in  determining  the  choice 
mIk'Ii  several  comj)eting  products  are  presented  to  the 
maniigcmcnt  and  the  office. 

The  Textde  World  Record  recently  published  a  state- 
ment which  illustrates  this  attempt  to  establish  a  new 
faith  in  trade  journal  advertising.     After  cmi)has'zing 

the  necessity  of  knowing  the  names  of  buyers  among 
*l,j.  1 ._..., ..J , ..  i....i:r^  ...Mi^.    !i   .  ,, ..I. ..I  ii...  i'.,!! • 

ii;v    :^;i^v:     ;:   \;:;;     :;:;i;~.,    ii    j/i  v  scTi  ii'ii    XiK"    Tt'/i  iO  >^'ini^    SiiHl- 

mary  of  three  hundred  mills  i)rij)ared  from  the  Official 


ADVERTISING    MEDIUMS 


LSI 


American  Tcwtilc  Director//,  and  showed  the  kind  of  men 
into  wliose  hands  the  Teaiilc  World  Record  fell: 


I'osrriDN  iiKi.n  nv  iuyiik 

rrcMiK-nt 

l'ri,M>uriT 

S<(T('lar.v 

Acmt  or  Su|)(Tiiilciiil('iit 

Special  Buyer 


('(ilton 

Mills 

18 

ii 

4 

47 

7 

100 


W«)i)lrn 

Knitting 

Mills 

Milla 

19 

23 

25 

SO 

2 

2 

46 

40 

8 

5 

100 


100 


A  statement  reeently  made  by  Cduadian  Macliinerij 
and  Mfiniifactiiriug  Xe-ws,  showing  the  eireulation  and 
jiosition  held  hy  its  subserihers  at  four  Canadian  points, 
illustrates  the  information  sueh  a  publieation  is  prepared 
ti)  submit  to  advertisers.  This  partieular  statement, 
which  is  only  partially  reproduced,  ^ives  a  general  idea 
nf  the  engineering  plants  in  Canada  reached  by  this 
medium: 

North  Ray 
NAME  Position  held  liy  siil>«iTibcr. 

II   <  ■.  Rcid Muster  Mclimic,  (".  V.  R.  Sliop-i. 

Wi'     Wchstor Slioj)  Foreman. 

T!        Ro-s Master  Medianie,  T.  &  N.  O.  Ry.  Shops. 

\\    Hlack Shop  Foreman. 

\\    (  rijips Foreman,  Nipi^>inp  Fdry.  &  Maeh.  Co. 

("oi'PKH  Clifk 

I   iiiulian  f^'opper  f  "lifT  (  o.  Offiee 
i.-l(i  snh.) 

li   S.  l.aii(l PurrhasinR  .\pont.  Can.  Copprr  To. 

•I.  (iarrow Master  Meehanie,  (an.  Copper  Co. 

\Vin.  Fra.scr Foreman  Machinist.  C.in.  Copper  Co. 

K   Micgs Tof)l  Room  Foreman.  Can.  Copper  Co. 

'■•      I{,ipson Moulder  Foreman,  Can.  Copper  Co. 

Rmi.t  Stk.  Mmiie 

l>   Kyle M(>(hani(al  Supt  .  .\!i;oma  Steel  Co. 

■1  't   NVshitt Cen'l  Master  Me<  h..  .Mjiimia  Steel  Co. 

\    v..  Stewart Supt    (if  Shops,  .\l>,'iiini>  Stn  1  Co. 

J   ■•triikland 

'has.  Frcsch 


Ma-ler  Meeh.  (   oke  Plant,  Aljjoma  Steel  Co. 
.  Master  Meeh.  Bla^t  Plant.  .\!gnma  Steel  Co. 


I' 


•'ff 


1;32  ADM:KTISING 

Friink  Lowry A-^st.  Master  Mccli.  I?lnst  Plant,  Aliroma  Steel  (  o. 

\V.  A.  Hdltiics I'drcnian  Macliinist,  Aipoma  Steel  Co, 

\Vm.  M.  Mann I"(ireinan  Toolmaker,  Algotna  Steel  v'o. 

1".  J.  Tennis Mi;r.  (  an.  Barker  Cd. 

A.  ("albeck ( (wner.  Machine  Slidp. 

Northern  Fiiry.  \  Much.  (D.  .    .Manager's  Oflice. 

Jell  II  N  I'll  rsteil I-oreinan  Nor.  I'M  ry.  &  Maeli.rii,  Aipinia  Steel  (  .1. 

I'dUT  William 

T.  S.  Johnston Sliop  Foreman,  ('.  1'.  R.  Shops. 

.1.  S.  Smith (  hi.'f  Millwright,  C.  V.  H    Hlevator. 

Holit.  ("HIT  (  lii<f  Millwright,  Fiiipire  Klevator. 

Harry  Walton Toolmaker,  (an.  Iron  (  drixiralion. 

.\,  M.  Rimes Foreman,  Ft.  William  Machine  Co. 

ll.'i.  (^fV///////A''  (III'  advertiser's  cnn/i(Jcncc.--'yhv  a(lv(.r- 
tiser  ouglit  t(i  kiujw  these  vital  I'aet.s,  and  if,  in  addition 
to  this,  the  size  of  the  eirculation  is  trutlifiilly  stated,  he 
ean  aeeurately  judge  of  the  nature  of  the  medium. 

An  ilhistration  from  the  Kailicajj  Master  Meehanic 
shows  the  same  effort  to  gaiti  Xhc  advertiser's  confidence 
hy  showing  him  that  its  pages  are  read  hy  the  men  who 
ean  sign  the  re(|uisitions.  The  following  phrases  se- 
lected from  its  advertisements  show  where  it  cojisiders 
its  strength  as  an  advertising  medium  lies. 

It  circuliitcs  ill  the  iiiccjuuiicil  (Icpartiiunt.s  of  tlic  r;n]\v,i\s 
of  America.  .  ,  ,  Contains  cai'h  niontli  news  of  \ita]  iiitcn  >t 
lo  motive  power  jukI  car  oflicials.  It  covers  this  one  fii'ld  only. 
It  lays  no  claims  to  other  (le[)artments.  Its  readers  are  tli(> 
olficials  who  operate  the  p;rcat  systems  and  say  what  cquipnu  nt 
sli.ilj  he  houerht.  A  railway  mafrazine  for  mechanical  ofRci.iK. 
I^ractical,  technical,  clean,  clear  cut  and  close  to  the  motiM' 
power  (It  partiiient. 

These  illustrations  from  the  Irade  press  show  thiit 
the  pnhlishers  ai'c  niakinu;  a  flMiit  to  nut  their  i)apers  on 
the  liigh  j)lanc  which  their  opportunities  as  advertisinj,' 
mediums  demand  of  them. 


ADVERTISING    MEDIUMS 


133 


114.  Trade  puhUcatwrn  must  depend  on  quaUty.— 
The  trade  paper  must  be  content  with  reckoning  its  sub- 
scribers by  thousands  instead  of  huiuh-eds  of  thousands 
and  niilHons,  as  the  magazines  <lo.  If  it  is  to  compete 
with  the  Uu-ger  circulations  of  the  magazines,  it  must 
sliow  that  results  do  not  depend  entirely  upon  mere  bulk. 
(Quality  in  a  pai)er  from  the  advertiser's  point  of  view 
loines  from  the  ability  of  the  medium  to  create  an  effec- 
ti\  e  demand  for  the  goods  advertised.  Such  a  demand 
means  the  need  for  an  article  coupled  with  the  power 
to  buy  it.  Suppose  that  a  technical  i)ublieation  goes  to 
six  thousand  manufacturers,  and  that  each  of  these  needs 
a  new  machine  of  a  certain  kind,  costing  $400,  every 
ten  years.  The  effective  demand  here  represented  is  $40 
perVear  for  each  subscriber.  If  the  advertising  rate  is 
SCO  per  page,  it  costs  the  advertiser  of  the  machine  1 
cent  to  reach  each  of  the  0,000  possible  buyers. 

On  the  other  hand,  we  may  suppose  that  the  machine 
advertiser,  in  order  to  "cover  the  country,"  uses  a  general 
magazine  of  500,000  circulation.  He  pays  for  his  space 
s:,()()  per  page.  If  this  medimii  reaches  o.OOO  ])iospec- 
ti\e  buyers  of  the  machine,  which  is  a  most  generous 
al!ouan"ce,  the  cost  of  reaching  them  will  be  each  time  10 
(ruts  ])er  man.  Furthermore,  because  of  the  higl  price 
paid  for  his  magazine  si)ace  the  advertiser  spends  more 
time  :nid  money  in  preparing  a  high  grade  advertisement 
ti)  suit  the  space. 

(\)nsi(lering  the  (luality  of  the  two  mediums  from  the 
MMint  of  view  of  this  particular  i)roduct,  it  might  be  well 
calculate  the  possible  results  if  the  $:>00  l)aid  for  a 
mc  in  a  general  medium  were  spent  for  'ight  i)agcs 
1.:..  t,..„i<.  ^^.^u,'v■  if  tlu'  wholc  storv  were  told  and   a 


li 


|M.\verful  ai)peal  were 


made  to  the  men  most  in  need  of 


product  and  cai)able  of  buying  it. 


-4' 


-•a  I 


f 


134 


ADVERTISING 


115.  Editorials  as  indc.rcs  to  quality. — The  man  who 
buys  advertising  space  shoukl  keep  an  eye  o:  '^he  editorjal 
page  of  the  trade  pai)er.  Au  echtor  who  is  aiixiv)us  to 
keep  up  tile  nuinl)er  ol'  his  subscriptions  must  (k)  more 
tliaii  fill  his  editorial  columns  with  matter  securnl 
tiirough  a  manii)ulation  ol"  the  shears,  a  little  general 
news  and  a  variety  of  aiiti(juaied  jokes.  Strong,  earnest 
and  original  editorials  devoted  to  the  ])articukr  techni- 
cal field  hold  up  the  suhscrii)tion  list  more  strongly  than 
any  other  element  in  a  trade  ])aper.  .Air.  H.  L.  Aldrich. 
publishei-  of  International  Marine  Kni^incering,  says: 

The  editor  of  a  technical  journal  should  have  the  one  aim  of 
givinf?  to  his  readers  tlie  very  best  editorial  matter  that  can  he 
secured  in  his  chosen  fit'ld.  so  as  to  make  the  publication  worth 
the  full  value  of  the  subscription  ])rice.  To  throw  in  pock.t 
knives,  chromos,  fountain  pens  and  a  variety  of  other  thin,<r> 
to  induce  a  man  to  su!)scril)e  for  a  teclmical  publication  is  a 
confession  of  rank  weakness  in  editorial  qualitv,  or  charging 
of  a  .subscription  price  out  of  proportion  to  what  the  paper  is 
worth.  .  .  .  The  superintendent  or  ma!ia<>'er  of  a  shipvard 
would  not  waste  his  time  in  readinf?  a  pu!)lication  that  did  not 
liave  the  best  of  editorial  quality.  Neither  would  the  chief  en- 
<^-innr  of  a  merchant  marine  vessel,  or  the  senior  engineer  oificer 
ol  a  war  vessel,  bother  hinwelf  about  a  publication  that  was 
edited  by  a  "chaii'-w  armer." 

That  a  lively,  aggressive  and  decided  editoi'ial  policy 
is  a  strong  l';u'lor  in  bringing  an  advertisement  before 
the  I'cader  can  be  judged  by  tic  reading  attention  gixcii 
to  a  publication.  Tlie  i"ollo\ving  list  o!'  trade  paj)ers  in 
the  linancial  field  was  pi-(|)ai'cd  by  a  j)romincnt  usei'  ot 
Itanking  |)ublications.  I'il'ty  bankers  in  each  state  ol' 
tlie  Cnion  were  asked  three  leadiuLV  (Uiestions  as  fol- 
k)\vs:  I'Mrst.  What  Itanking  publication  do  von  j)ay  a 
subscri|)tion  for?     Second.      What  banking  ])ui)lications 


ADVEIlTlSliNG    MEDIUMS  lt^5 

do  you  read  niost^  Third.  What  banldng  publications 
,.„nie  to  vour  otlice  free  of  charge?  Answers  came  troni 
a  total  ot'  a  httlc  over  aO  per  cent  of  the  bankers  to  whom 

the  (juesticms  were  put. 

Question      Question 

No.  1  No.  ^l 

'  Bankers'  Monthly ^-"^  ^  ^ 

AiiKi-icnn  Hunker ^^1  ~-^'^ 

Hankers'   Muga.ine ^^05  2G3 

Southern    Banker    "'"l^  ^"^ 

ll.nkir.jr  La«-  Jouin.il    10^  8^ 

y-^^.^,J,,.,.     88  48 

Iniiincinl  Age ^'^  ^^ 

(  niinnercml  \\  c'>.t 

Wall  Street  Journal f)'^  ^'^ 

PaeiHc  Banker ^''^  ^* 

ruiiinierce  Monthly '" 

Southwestern  Banker ^* 

Noithwestern   Banker '^^  ^* 

Daily  Banker  and  Stockholder -i^ 

I'liited  States  Inve^tor     <"^  ^  ^'^ 

linancial  Review '>^  ^ 

(  n.itidential  Banker ^^ 

(  liicafro  Banker '^-^  ^ 

W.  stern  Banker '^^  ® 

linikino;  and  Mereantile  World '5^  ^® 

I^,ll,.tin   of   Anieri.  in    Ii^titute  <.f   Bankinj^r.  .       ;2:i  10 

1',  Hiker  and  TradeMiiar. ^'^ 

,,  17  14 

Mi)iiey    

\V  ill  Strcrt   Stumiiary    ^'' 

.;    i.antile    Ad.iiist.r "''J  ^ 

\Mrri<'an  Bank  Itep.-.rtrr ^'^  ^ 

i'>  9 

Mi.  hiirau   Inv.-tor    

\      ..    V,>,.,l,.,,    M.iir'ivitio '   ' 

,  11  8 

I    nance    

■Quoted  by  St.   F.lm<>  I-ewi'^.  in    Finnndal  A^trrrtivnij. 


^r 


136 


ADVERTISlxNG 


Question  Question 

No.  1  No.  ;i 

Moody's  Magazine 10  ;j 

Jjiiiikazine 12 

tlounial  of  ('uiiiiiicrce 11  \l 

Fitiaiicial  Section  of  New  YoiK  Tiines 9  ... 

Economist 9 

Texa.s  Banker 10  l.'i 

rinanciul  Wurlii 10  -i 

Bank  Advertiser 10  5 

Dun's    kevieu    6  i 

'J'lic  ('onniiercial  IJullutin 6  2 

Texas  Bankers'  .Journal 6  4 

Tiiv;  Banker 5  ... 

Cleariuf^  House  Quartulv 5  2 

Rhodes'  Banking  Journal 5  3 

Financier 5  43 

Bonds  and  Mortgager. 4  1 

National  Banker 4  1 

Trust  Companies    4  1 

Michigan  Banker 3  1 

Okhihonui  State  Banker 3  3 

Monetary  Record 2  ... 

Capital 1 

Nel;raska  Trade  Review 1  ... 

Bankadote 1  1 

The  Bulletin 2  2 

Banker  .uid  Investor 1  1 

Bankers'  World    1  1 

Tf  such  .statistics  cduld  he  collected  for  all  hranchcs  of 
trade,  it  would  ])r<)hahiy  he  fouud  that  in  every  litie  of 

husiness,  sample  and  free  copy  circulation   is  of  little 

value  to  advertisers.     A  comparison  of  the  two  columnr. 
of  tlie  tahle  clearly  shows  that  the  hankinjr  ])uhlications 

which  ar'-  read  most  are  generally  thcise  that  are  paid 


ADVERTISING    MEDIUMS 


1S7 


for.  Furthermore,  anyone  familiar  witli  the  magazines 
ill  the  hst  mentioned  would  be  struck  at  onee  by  the  rela- 
tivdy  low  place  which  those  j)uhlications  hold  that  are 
WL-ak  from  an  editorial  point  of  view. 

This  illustrates  the  importance  of  exercising  care  in 
weighing  tlie  claims  of  various  publications  seeking  an 
aiivertiser's  jjatronage.  True  circulation  is  nowadays 
taken  to  mean  a  paid  circulation.  It  is  imjjortant  that 
the  advertiser  assure  himself  beyond  all  doubt  just  how 
the  circulation  of  any  medium  he  contejni)lates  using  is 
ol.tained  and  who  gets  the  i)aper.  The  burden  of  proof 
:>  always  upon  the  publisher  and  any  good  trade  or  tech- 
nical paper  will  welcome  critical  investiga' '•  n  of  its 
subscription  list,  editorial  pohey  and  any  claims  it  makes 
in  its  solicitations. 

110.  Opportunities  of  the  tcclmical  advertiser.— Be- 
cause of  the  general  backwardness  in  the  method  and 
(luality  of  advertising  in  the  class  publications,  there  are 
<,neat  opportunities  for  the  advertiser  who  adopts  more 
piogressive  ways,  llis  work  would  stand  a  good  chance 
(if  being  successful  if  only  by  reason  of  the  agreeable 
contrast  with  the  ])oor  displays.  The  modein  adver- 
tiser who  will  put  in  contrast  with  the  worn-out  general 
lonnulas,  such  as  "proven  by  fifty  years  of  unsullied 
success,"  "built  for  v/ear,"  interesting  statements  of  con- 
crete facts  such  as  "^'these  cylinders  are  made  of  close 
grained  Iron,  thick  enough  to  be  re-bored  if  necessary," 
nill  have  little  op])osItion  so  far  as  competing  for  the 
r.  ader's  attention  is  concerned.  This  contrast  Is  well 
slinwn  by  the  above  advertiseinents  which  a])peared  in 
.tdvertisinfr  and  Selling  as  illustrations  of  this  very 
jinint. 

Anotlier  opportimlty  for  the  progressive  advertiser 
'■-s  in  the  fact  that  so  many  technical  advertisers  are 


138 


ADVERTISING 


fearful  of  disclosing  some  of  their  trade  secrets  if  they 
use  specific  facts  which  might  be  adopted  profitably  liy 
competitors.     One   advertiser  who   was   not   afraid   of 


■  SACH'S  aAOOKLTM     ■■IOO>  HOrPMAN  N  aWAIIK-aOSBMOALa  HOHTON  XJIX 


ROSENDALEv. 


C^^TMra'  Reputktlon  btuda  Behind  K«f>r;  B«rr«l  ^p^  ^^^  ^^  ^  «^  ^T^Vk 
<■  H  A  L  \.  K  W  <1  g  <'  O  M  PA  B  I  M  1)11  ^^EM  t^^lT 


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Specimen   of  tub  Old   Style   of  Copy. 


ii! 


ill 


907o 


'WILL.  PASS  A 
10,000    SIEVK 

We  are  now  grinding  all  cement  so  that 
SU'y  will  pass  through  a  10,000  mesh 
sieve. 

This  increases  its  efTiciency  25%  more. 
You  can  accomplish,  without  increased 
cost,  more  work  with  a  given  quantity, 
as  the  liner  ihe  ''emcnt  the  greater  its 
sand-carrying  caj^acity. 

Thus  improved 

Louisville 
Hydraulic  Cement 

meets  the  demand  for  a  very  finely 
ground,  relial  le  comcnt  for  brick,  stone 
or  concrete  constniction. 

Na'.uru  is  our  choi  ist.  Our  product  is 
therefore  unifonn. 

We  should  lik,'  to  li:ivc  you  write  us  for 
our  illustrated  ji:iiiipli'its.  They  are 
iiiteri'sling  to  nuu  nt  users. 

Western    Cement    Co. 

351  '^'  Main  St..  Lo«slsvllla.  Px. 


Til  k^     .N  t  ">V      A  N  ii      l>  1     i   I   t'.  U      U  I  N  11     11  ».      A  ii  \   ^   l(  rlMlNQ. 

tcUinu'  his  "secrets"  is  the  maker  of  a  now  well-known 
salVtv  re\<>l\er.  lie  told  the  niiblie  ol'  the  s;il'etv  U\tr 
that  makes  aeeidental  (hsi'iarge  impossible.  lie  eiiiiie 
into  a  field  already  well  covered  bv  old  and  reliable  re- 


(II 


ADVERTISING    MEDIUMS 


139 


volver  makers,  but  liis  method  was  unicine — it  Icalt  in 
a  "trade  secret,"  and  it  has  huilt  up  a  great  business. 
Alth()u<^h  others  have  followed  with  safety  deviees,  lie 
was  the  first  to  inform  tiie  tcehnieal  readers  of  his  prod- 
uct, and  no  competitor  has  yet  overtaken  him. 

117.  (Question  of  free  rcadinij;  notices. — Kve'-y  trade 
|)al)er  is  confronted  with  the  (juestion  of  free  reailing 
notices  or  '"write  ups."  Some  advertisers  seem  to  have 
the  idea  that  an  advertising  contract  entitles  them  to  free 
ii>,c  of  the  reading  columns  (jf  the  jjaper.  News  that  is 
i[istructive  or  of  general  interest  to  tne  readers  of  tiie 
paper  should,  and  usually  will,  be  printed  by  any  good 
tnule  paj)er,  regardless  of  whether  or  not  the  news  has 
\n  do  with  an  advertiser.  A  new  factory,  a  new  prod- 
uit.  a  new  plan  of  advertising,  a  new  method  in  manu- 
facturing is  of  interest  to  ever  man  in  the  trade.  But 
mere  personal  items  or  (leseri})tions  of  old  goods,  the 
jirima'v  purpose  of  which  is  to  give  additional  advertis- 
ing to  a  concern  alrea('y  aj»j)earing  in  the  advertising  sec- 
tiDU,  is  of  little  value,  either  to  the  advertiser  or  to  the 
|iii!)lication.  The  openness  of  the  advertiser's  methods 
Is  ([uestioned  and  the  editorial  policy  suffers  loss  in  pres- 
tige. The  natural  restdt  is  a  falling  off  in  interest  in  the 
reading  matter  carrying  with  it  diminishing  interest  in 
the  auvertising  ])ages. 

'I'he  effect  of  a  loose  policy  in  this  rcs|)cet  is  illustrated 
ill  llie  reasons  given  by  a  large  advertiser  for  canct  ling 
a  long  time  contract  with  oi'  .1'  the  largest  tr;'de  ))aper.s 
ill  the  r?iited  States.  "  I  •'  •  were  to  send  those  |)eople 
a  cut  of  the  first  s(]uare  we  iver  made  and  v,ire  to  a^k 
til'  !  1  to  write  it  up.  tliey  would  bring  it  out  in  their 
1.1  \t  issue  in  The  New  (loods  l)«|>artment.  \N'e,  our- 
selves, do  not  wish  to  take  any  such  advantage  ot  any 
paper  wc  use,  but,  on  the  other  hand,  we  lU^  not  ^\i'^h  any 


fr*' 


•  ♦■-. 


110 


ADVF.RTISING 


Hi. 


of  our  new  goods  to  be  ilis[)kiye(l  side  by  side  \\\i\\  the 
old  <4'oods  of  some  otlier  nuuiufaetiirer.  \\\  our  opinion, 
siK'h  a  i)a])er  is  of  little  value  to  the  trade  and  ean  exrrl 
but  little  inliuenee.  So  \ve  have  deeided  we  ean  lio  ;is 
V  ell  without  it." 

1 18.  Contracts  and  terms. — Most  business  men  do  not 
think  it  good  poliey  to  sign  eontraets  for  more  than  one 
Year,  unless  thev  feel  they  are  proteeting  themselves 
against  a  probable  advanee  in  rate,  or  in  order  to  obtain  a 
long  term  eontraet  diseount.  In  Canada,  for  exami)le.  the 
rapid  growth  of  tJie  eountry  earries  w  ith  it  eorrespond- 
ing  inereases  in  the  eireulation  of  any  good  publieation. 
i\d\erti.sing  rates,  as  a  result,  are  inereased  at  intervals 
and  for  this  reason,  strong  publieations  are  not  inclined 
to  aeeept  eontraets  i'or  more  than  a  year  or  to  allow 
discounts  for  long  term  contracts.  A  contrary  policy 
would,  under  ordinary  circumstances,  l)e  an  evidence  of 
weakness  on  the  part  of  the  publication. 

The  best  trade  j)apers  are  insisting  upon  consistency 
in  their  advertising  terms.  Cut  rates  produc  he  simiic 
havoc  here  as  in  any  other  line  of  business.  Tiie  utility 
which  the  paper  oifers  in  the  form  of  selling  power  is 
more  easily  comprehended  by  the  l)uy(  r  ol'  advertising 
space  if  a  one  price  |)olicy  is  adopted  and  held  to. 

In  fact,  it  may  be  said  that  no  trade  or  technical  puh- 
lic.'ition  of  high  standing,  in  the  I'nitcd  States  or  Can- 
ada, will  d(\  iatc  from  its  publiNJicd  ratr  cMrd. 

iAlthongh  ti'adc  p;iptr  circulations  arc  mil  fi\c<l  with 
the  same  dcn'rtt'  of  ;iccur;icv  as  those  of  IIk  popid;ir 
maga/ine  and  although  tliis  is  nut  the  mc;st  iniportaii> 
factor,  yet  the  publication  with  the  large  circulation  is. 
of  conisi'.  most  \;duablc.  It  ?nust.  however,  cover  its 
lield  in  a  thorough  ni;mn(  r  and  be  e(htorially  strong. 

The  practice  of  charging  iVom  l.j  to  K)  per  cent  tnorc 


ADVERTISING    M KDIUMS 


Ul 


foitlirec  or  four  insertions  than  when  a  yearly  contract  is 
siuiH'J  makes  it  desirable  to  examine  the  (juantity  as 
\m!1  as  the  qnality  of  the  circulation.  Other  discounts 
iillowcd  by  trade  journals  are  discounts  for  cash,  dis- 
II Hints  for  a  certain  number  of  consecutive  insertions, 
liiscounts  contingent  on  the  amount  of  space  used,  and 
tcr  \;'.rious  other  reasons. 

In  writing  to  pubhsjiers  the  prospective  advertiser 
Nlinuld  recjuest  s|)ecitic-  ini'ormation  in  his  iirsl  If-tter. 
This  is  necessary  since  many  rate  cards  issued  by  trade 
iniirnals  fail  to  ^ive  eomi)lete  information. 

Ml).  l\sc  of  ^noicral  mcdiiiiiis. —  Illustrak'd  j)apers 
iinil  magazines  may  be  said  to  cover  the  caj)tion  of  j^en- 
d.il  mediums.^  A  recent  newspaper  directory  showed 
a  lotal  of  2.'i,.)9.)  different  publications,  of  which  17,02fi 
Wire  weekly  jiapers,  ])rincii)ally  local  weeklies;  2,81-1. 
\v(  re  monthly  publications:  and  of  the  class  publication.;. 
I'VJ  '.ere  religious.  307  were  devoted  to  agricidture,  '2t)0 
tn  general  literature  and  magazines,  and  the  r'^mainder 
wf  re  devoted  to  various  special  interests.  The  total 
lirculation  of  each  issue  reached  the  enormous  sum  of 
1 1  l.'JIM»..'}.'{i  copies:  i.i'..  I'nr  a  period  of  .'M!.')  days  the 
(ircnlatiou  amounted  to  S,1C.H,1 4.i,7tO  copies  or  enough 


I  he  (|urvtion  is  frccincntly  ,isU<-(l.  "How  tti.iny  more  nc\vs]i;nicr.i  ,iru) 
'iii^Mzines  arc  thrrr  now  (Iimti  tlurr  n^rd  tn  tir'-"  Thr  st.ilislir';  .iic  infrr- 
i"-linp.  The  nuinl'cr  of  j-uMicitioiis  in  the  riiitfii  SlatrN  at  difTcrrnt 
"••iiifls  nrr  .is  fol!o\v>.: 


N  iiir. 

|H(il 

IH7I 

IHS,, 
|H<I| 

1  »;<)(; 


Piililicitions. 


I'liii, 
I'M  I 


(i.O.-if. 

lii.JilT 
It.UiO 

I'l.T'iO 
If  I  wTa 


142 


ADVERTISING 


to  ^ive  every  person  in  the  I'nitcd  States  107  copies 
each  in  a  sin<^le  year.  ^Vnionir  tliese  publications  the 
monthly  ma^a/ines  furnish  at  least  .)20  copies  for  each 
1, ()()()  of  the  inhabitants.  The  fi^'ures  show  something  of 
the  ])o\\er  and  the  oj)portunities  of  tls'  advertiser  wlio 
uses  the  j^eiiei-al  mediums. 

rjO.  Disfrilfutidii  of  jiiihlicdtions.  -  It  is  imj)ortaiit 
that  e\ery  national  adxtrtiser  study  carefully  the  teiii- 
t'lrial  distribution  of  the  ncneral  medium.  A  periodi- 
cal that  has  a  lar-^c  cireuhition  in  Chicago  may  be  far 
out-distanced  by  another  of  the  same  charaet  >•  in  St. 
l.ouis.  ( )r,  in  C'anachi.  it  may  be  found  that  of  vo  pub- 
lications of  the  same  character,  one  has  a  larijfer  circula- 
tion in  the  l^rovinee  of  Ontario,  while  tlic  other's  circu- 
lation in  the  westeiit  i)rovinces  is  particularly  strong. 
Thus  it  may  be  well  to  have  a  jjopulation  ma.  at  hand, 
which  should  bi'eomjjared  witli  the  statistics  furnishcil  by 
th(>  solicitors'  departments  of  the  various  publieations. 
Such  a  comparison  will  show  that,  in  a  general  way,  the 
density  of  population  and  circulation  of  j)criodicals 
rougbly  coincide. 

l""oi*  instance,  a  map  showitig  the  relative  density 
of  eii'eulalion  over  the  I'nited  Slates  would  disclose 
♦he  fact  that,  of  all  kinds  of  publications,  the  greatest 
circulatio?!  is  confined  to'tbc  counliy  east  of  the  Ml^- 
sissip))i  River  and  no'Ib  of  Mason  and  Dixon's  lint. 
Illinois.  New  ^'ork  :ind  IN  imsyh  ariia  each  ha\c  a  cii- 
culation  of  1(>,00().(>()()  and  over.  Maine,  Massachu- 
setts. New  .Jersey.  Ohio.  Indiana.  Missotn'i  and  Tdi- 
nessee  each  have  i)etweeti  'J.OOO.OOO  a!ul  1  (>.()()(■  0(»(i; 
while  (".Mlifornia,  New  Mexico.  Kansas.  \ebrask;i. 
T«'\as,  Minnesota,  Iowa,  (ieorgia,  \'irginia,  Maryland 
and  Kentucky  each  show  a  cu'cuiation  of  between  .")()(».- 
()()()  and  I'.OOO.OOO.     The  of  her  states  have  less  than  500.- 


ADVi:RTISIN(i    .MKDUMS 


143 


■■,1  '■! 


1)00  each.  A  I'lirtlicr  analysis  shows  that  tlie  first  ten 
states  named  eontain  81  per  cent  of  the  conihined  circu- 
lation of  all  pubhcations.  It  is  evident,  therefore,  that 
ill  a  general  eanipai;4ii,  unless  special  effort  is  made  to  use 
the  pa|)ers  that  circulate  in  the  far  west  and  south,  the 
|iiil)lieity  \\  ill  i)e  confined  largely  to  the  northeastern 
Mction  of  the  United  States,  ^here  the  ])opulation  is 
ill  iisest  and  consumj)tion  of  all  jjrodncts  greatest. 

ill  Canada,  aj)))ro\imately  .>()  ])er  cent  of  the  circula- 
tiiin  of  a  national  maga/ine  such  as  Mac  I. can's,  Caita- 
illiiii  Home  Journal  and  Canadian  Courier  will  be  fo>md 
iii  the  l*ro\ince  of  Ontario.  The  halanee  is  about  ecpially 
i|i\  idcd  between  Quebec  and  the  maritime  ])rovinces  in 
t!ic  east,  and  Manitoba,  Alberta,  Saskatchewan  and  Brit- 
isii  Columbia  in  the  west.  The  Western  Home  MontJil// 
and  the  Canada  Home  MonlJiIi/  circulate  principally  in 
the  Canadian  West.  lieeause  of  the  large  French 
s])(aking  population  in  Quebec,  tiie  circulation  of  any 
I'.iigiish  magazine  in  that  j)rovince  is  naturally  small. 
If  is  clear,  however,  that  a  judicious  selection  of  maga- 
/.iius  in  Canada  will  ])ro\  ide  an  advertiser  with  circula- 
tion uniformly  covering  the  entire  country. 

l'_'I.  .inali/sis    of    jnihlications.-    'Vhc    same    general 

II  Ihod  should  be  followed  in  detei  mining  the  character 

III  a  general  medium  as  is  used  in  the  anal\sis  ol'  the 
tr.ide  paper.  Its  circulation  .ind  its  personality  deter- 
!H  ;ic  the  pulling  p"\ver  and  the  advertising  rates  of  a 
II  igazine. 

i'_'2.  Mas:a'.incs  for  rconicn. —  .Advertisers  commonly 
^|i'  ak  of  the  general  mediums  as  being  divided  into  three 
(lasses,  since  eacli  attracts  a  distinct  class  of  readers. 

I  is  makes  some  publications  more  xaluable  to  one  ad- 
"'iriiser  lii.ui  in  rtiiriTrKr.      i  irsr  cr'nu   iiic"  tvoiiKii  s  j/iri- 

"licals,  of  which  Ww  Ladies'   Home  Journal  and   the 


|i, 


144 


ADVERTISING 


Delineator  arc  prominent  examples.  In  a  sense  these 
two  mediums  have  set  the  type  for  all  others  of  this  kind 
of  pui)!ieation.  It  would  i>ot  he  safe,  however,  for  an 
advertiser  to  rest  contented  with  so  simple  an  analysis, 
for  each  of  these  i)a[)crs  has  an  individuality  (juitc  dif- 
ferent  fi-oni  the  oilier. 

The  Ladies'  Home  Joiiniul  and  the  Delineator  ap- 
l)eal  to  every  class  of  woman;  to  the  home  side  of  her 
nature,  and  also  to  the  social  side,  'riiese  two  puhlica- 
tions  show  distinct  characteristics  in  their  make-up. 
The  Jonrnal  amon^  the  women's  paj)ers  has  set  the 
standard  si/e  for  this  class  of  ])ul)licati()ns.  The  size  of 
its  type  ])a^^e  is  9:1  hy  1  U.  The  Delineator  held  to  a 
si/.e  of  its  own  for  a  numhcr  of  years  with  a  page  fil  by 
0],  hut  recently  its  dimensions  were  made  the  same  as 
those  of  the  Journal. 

In  another  respect  these  two  papers  resemble  each 
other  and  that  is  in  their  power  to  hold  their  position  as 
a  "regular"  family  paper.  The  renewal  of  subscriptions 
year  after  year  for  some  one  pa])er  is  not  so  characteristic 
of  American  homes  today  as  in  the  past.  One  or  two 
maga/incs  will  he  taken  one  year,  and  the  next  year 
something  new  will  find  a  |>lacc  Mithin  the  household. 
Hut  in  the  matter  of  women's  publications  the  choice  is 
more  restricted,  and  as  a  c()nse(]uence  the  Journal  and 
the  Delineator  hold  the  family  allegia?ice  with  gnat 
tenacity.  In  Canada.  The  Home  J<  irnal  is  the  only 
|)ublication  that  might  strictly  be  termed  a  woman's 
maga/ine.  ha\  ing  genei'al  features  that  distinguish,  a 
j)ublicati(>ii  of  this  ty|)e. 

TJ.'J.  Cieneral  monthlies  and  rceeklies.  The  second 
class  of  magazines  embraces  the  great  monthlies,  such 
as  the  Atlantie  Mont  hi  fi.  Harper's  and  Serihner's.  An 
analysis  of  these  p»d)lications  would  show  that  each  has 


h 


AI)Vi:in'ISlN(i    MEDIUMS 


145 


;,  pt'ciiliar  advantage  as  an  advertising  medium.     Eaeh 
wirlds  an  iniiuenee  over  its  eonstitueney  worth  paying 
iui'.     Tiiese  ])ai)ers  ai)i)eal  to  their  readers  in  a  manner 
iliat    mai<es   them    look    upon    the   magazine   as   "their 
].;i|)ir/"  and  henee  an  advertisement  gets  tlie  henetit  of 
tin    eonfidenee   with   wliieh   the   magazine  has   inspired 
lliMsc  readers.      If  tlie  hwsiness  man  luis  an  artiele  that 
;i|)|)(:ils  to  the  eonservative,  echieated  man  and  woman, 
lu   would  find  appreeiative  readers  in  the  sul)ser:bers  to 
tli(sc  magazines.      Tliere  are  shades  of  (htferenee,  of 
cniirse,  among  tliese  puliHeations.  for,  whereas  the  At- 
Imilic  Monthli/  is  eonsidercd  the  most  eonservative  hter- 
;i!v  puhlieation  in  the  Tnited  States  and  has  a  eom])ara- 
ti\ely  small  eireulation,  Scribncr's  stands  in  the  middle- 
tiiound  between  the  eonservative  Atlantic  Monthli/  and 
the  popular  magazines,  sueh  as  McCliirc's  and  Evcrtj- 
hnilii's.     These  latter  diff'er  from  the  Ccntiirn  and  Ilar- 
jK  r  class  in  that  they  l)elong  to  the  masses  and  enjoy  a 
prnjHJrtionately  larger  eireulation.     \\y  their  aggressive 
hiisiness  methods  and  journalistic  policy  these  ])oi)ular 
iiKigazines  have  developed  a  field— or  rather  filled  a  de- 
i.ind — wliieh  no  other  class  of  ])uhlication  reaches  with- 
out political  affiliations,  free  of  that  newspaj)er  bias  which 
n(H  s  with  the  daily  and  weekly  i)ai)ers.    These  magazines 
appeal  esiK'cially  to  thetypieal  American  man  of  affairs. 
Following  closely  the  above  ])u])licatio!\s  in  general 
rliMractcristies,  comes  ajiother  division  of  the  monthly 
(lass.   i.e..  Munsc/i's  and  the  CoswopoUfnti,  yet   u|)on 
rinse  analysis  each  is  foimd  to  reflec-t  a  different  and  dis- 
tinct constituency,  and  it  is  in  this  that  the  advertiser 
is  interested   chiefly.     Thus   the   ConwopoVitaii   has   mI- 
wivs  assumed  a  more  or  liss  radical  editorial  attitude 
m     literature.     ])olities     and     art.         i'n^gressives'      in 
tluiught  and  action  read  this  type  of  paper.     iMiinsci/'s 
r_iv— in 


If 


UG 


ADVERTISING 


Mfiij^fainc,  as  is  shown  in  a  I'ornicr  chapter,  has  always 
hc'cii  a  pa|)(.r  ol'  the  common  i)C()i)le,  making  as  its 
specialty  an  appeal  to  the  hetter  taste  in  illustiatioii 
and  |)eis()nal  jonrnalism. 

What  is  trne  of  I  'nited  Slates  medinms  in  this  respect 
is  likewise  true  of  Canadian  pnhlications.  Comparing; 
C'anafhis  three  leadin<^'  monthly  niaga/ines  it  would  hu 
lonnd  that  each  appeals  to  a  particular  class  of  readt  is. 
MacLi'aii'.s  reaches  the  homes  of  the  leaders  of  society, 
tinance,  commerce  and  politics;  The  Cunadian  Mdi^'frJiic 
appeals  to  art  critics,  professors,  teachers  and  those  of 
])ron()unced  literary  tendencies:  Cainuld  Montlilij  reaches 
readers  of  li<iht  fiction. 

There  are  other  monthly  j)ul)lications  which  fal! 
within  this  <ifeneral  class,  such  as  the  Journal  of  Ac- 
coinifdNC//.  S //stein,  Jf'arld'.s  M'urJ:.  etc..  i)ut  they  rcallv 
helonyto  the  class  puhlications  whicli  were  named  ahovc. 

'i'urning  to  the  <i,reat  weeklies  we  h.ave  a  third  class 
of  general  mediums.  Prominent  among  these  are  Col- 
lier .s.  Harper's  Weeldji,  lA.slie'n  Jf'eckl/j,  Oiitloak. 
Youth's  Companion,  Literar/i  Dii^est,  Saturdaf/  Even- 
ing; Post ,  Canadian  Courier  and  Saturda//  Xi^Jit. 

124.  Influence  of  editorial  poUc?/. — Xo  attempt  will 
1)0  made  to  analyze  these  jiuhlications  even  in  a  super- 
ficial way.  The  analysis  made  of  the  monthly  maga- 
zines was  sim])ly  to  indicate  the  direction  which  the  in- 
vestigator must  take  if  he  would  remove  as  many  as 
possihle  ;if  the  uncertainties  that  li{>  in  the  path  of  every 
advertising  venture. 

W  hat  the  advertiser  wants  to  know  is  the  si/yC  of  the 
circulation  and  where  the  luedium  goes.  Some  of  this 
iid'ormation  may  he  ohtained  by  a  general  inspection  of 
the  editorial  policy.  ,\  dill'ercnce  in  the  editorial  poiii' 
of  view  indicates  a  ditference  in  the  mental  attitude  of 


AD\i;K'llSL\(i    M1:DU  MS 


147 


the  readers.  For  example,  the  Saturdaij  Evening  Post 
makes  a  speeialty  of  diseussing  savings  inve>tnieiits. 
in  harmony  with  this  point  ol'  view  the  ethtorial  policy 
takes  a  sane  and  conservative  stand  on  the  ([uestions  of 
the  day;  hence  its  influence  with  the  average  man  is  very 
strong,  hecause  he  I'cels  that  every  proposition  adver- 
tised l)y  the  Post  has  heen  investigated. 

The  advertiser  may  i'urther  learn  that  in  the  United 
States  Harper's  Weeklfi  re])resents  the  opinions  of  the 
commercial  Kast,  and  that  Miiii!ic'//'n  is  relatively 
stronger  in  the  West  than  in  the  Kast,  in  Canada,  that 
Macljcan's  is  strong  in  the  East,  while  the  hulk  of 
Canada  Monthli/  circulation  is  in  the  ^^'cst.  But  if  he 
wishes  to  know  whether  the  circulation  management  is 
vvorking  vigorously  and  elVectively  in  any  ])articular  ter- 
ritory, the  advertiser  should  demand  such  knowletlge  of 
tlie  solicitor. 

125.  E.rperienee  of  Collier's  IVcckli/. — An  example 
ut  what  one  })uhlication  has  done  to  gain  the  confidence 
of  its  advertisers  is  shown  in  the  statements  issued  hy 
Cnllicrs'  ifceJ,!//,  which  are  printed  on  pages  148-140. 

The  actual  net  circulation  of  Collier's  is  given  in  a 
statement  signed  hy  puhlic  accountants.  That  this 
iinarantee  is  not  an  advertising  dodge  is  proven  hy  the 
p'ljicy  j)ursued  hy  the  company  since  its  ado])tion  in 
I'M  18.  In  tliis  year  the  conrpany  refunded  every  adver- 
tiser pro  )-ata  of  what  they  had  paid  in  and  on  a  hasis 
of  about  l.'J.OOO  coj)ies  shortage.  This  refund  amounted 
tn  many  tliousands  of  dollars. 

This  was  the  beginning  of  a  ])olicy  which  is  graduallv 
I"  iiig  adopted  by  ntht  i  publications  and  may  become 
utiicral.  Apaiii  iii  H)()o  another  refund,  uas  made  to  a 
I>art  of  its  advertisers,  namely,  those  who  used  the  paper 
Mu   first  part  of  the  year,  but  not  the  last  six  months. 


I 


IH 


118 


AI)M:KTISIN(i 


Circulalion     Analysis    of    COLLIER'S 

The  National  Weekly 
Statements  ahi-:  Lssukd  undku  thi;  Fullowin<i  Classifications; 

;.  Bi/  Utaics 

2.  lixj  Occiipatinnn 

S.  It;/  liiiyuni  Centers  (i.  c,  uithin  fifty  mile  railius  of  the  larger  eilus) 

.'/.  By  Groups  of  Citii  » 

o.  By  Indieiilual  Cities  on  Request 

The    contents    "'    tlio    first    two    Btatementa    will    be    givin    onl.    as 
examiiles, 

statp:ment  No.  i  —  by  states 


NORTH  ATLANTIC      -of Total 

Maine    3,nso 

New   Hamiishire    ....  J, 201 

Vermont   1.9S2 

Massachusetts    25,101 

Rhode   l8l'in<l    4.7.11 

Connect'cut   G,9.jC 

New  York    (■>4,32S 

New    Jersey    17. HO 

Pennsylvania  r.s.fiOt 


1G1,322 


30.1 


SOUTH  ATLANTIC 

Dolawart       0S3 

Maryland    S.oir, 

District  of  Colnniliia.  3,72 1 

Virginia    t).7U 

West  Virfiinia    4, "SO 

North  Carolina   4,.')^7 

South  Carolina   2,315 

(leorpia    .5,100 

Florida    3,407 


SOUTH  CENTRAL       %nt  Total 

Kentucky    7,314 

Tennessee   7,2S1 

Alabama    5,290 

Mississippi    3  074 

Louisiana    7,720 

Arkansas    4,450 

Oklahoma    7,300 

Texas   13,492 


55,97: 


10.2 


WESTERN 


39,75 


NORTH   CENTRAL 

Ohio    2S,C17 

Indiana    1S,074 

Illinois    33,930 

MichiRan    15,1:23 

Wisconsin   12,411 

Minnesota   12,952 

Iowa    lO.fSl 

r»i  ioiiv'iir*     i  ~ ,  i  —  .t 

North   Dakota    2.514 

South   Dakota 2. 70S 

Nebraska    0,040 

Kansas    11.319 


17;;,S24       31,8 


Montnna  . . . . 

Idaho    

Wyoming    . . , 
Colorado    . . . 
Now  Mexico 
Arizona    . . . . 

Utah    

Nevada   .... 
Washington 
Oregon    .... 
California  . . 


9 
1 

o 
4 

13 


30 


4S9 
1S4 
934 
943 
753 
,042 
,041 
743 
050 
204 
000 


80,054   14.7 


Canada 30,021        B.5 

Forcipn    2,075  ^ 

Total    540,030    100. 


1\-10 


B,5 


ADVKUTISINT,    MKDH'MS 
STATEMENT    No.  2  —  BY    OCCUPATIONS 


14!) 


FINANCIAL,  C^VSSES 

Hankers   a'   1   brokers 

i:  Ilk  offirials  and  cashiers 
Ki:il  ebtate  and   insurance 

brokers    '  1 

Insurance    and    trust    offl- 

<'ial3    

Treasurers    


515 

5u7 


25,3^2 
PROFESSIONAL  CLASSES 
I'hvsic-ians,    b  irgi  ms    and 

oculist       21,293 

Lawyers        •  • 

Dentists    

DiuKS^ists  and  then    sis... 
i^    intists,    professors. 

'■achers    

,:i((tricians    

^'•lulents    

Secretaries    

Archit<^('ts  

Ckrviymen    

Art;   's   and   scul|iturs 1,1j4 

Misi  ellaneous    3,353 


i:!,592 
7,4S8 
7.923 

5,94S 
4,243 
2774 
1,726 
1.341 
1,242 


M ANUFACTURINQ     P  U  R  - 
SUITS 

Officials  and  owners 5C.031 

Foremen,    expert,    mechan- 
ics,  etc 


33.278 


89,309 

RETAIL  DEALERS 

For  example:    Clrooers,  14,- 

823;    butchers.    7.7CS 89,812 

OFFICE      WORKERS       OF 

ALL  CLASSES   129.7C7 

SALESMEN  AND  BUYERS.  23,064 
HOTELS,     CLUBS.    RES- 
TAURANTS,   READING 
ROOMS,    AND    PUBLIC 
INSTITUTES    20.750 


72.077 

I!I  ILDiNG  AND  ALLIED 
TRADES 
luchidinK  builders,  con- 
tractors, engineers,  deal- 
ers in  lumber,  decora- 
tors, dealers  in  building; 
materials    32.356 

GOVERNMENT  OFFICIALS 
AND    THE    PUBLIC 
SERVICE 
!"■  Icral  and  municipal  offi- 
cials         C,485 

r  ilili('  service   7,s.j4 

('  hsu'.ates   *^^^ 


TRANSPORTATION 

Steamphips    ai.  1    Pullman 

cars    

Officials    

Engineers,         despatchera, 

agents,  conductors,  etc. .   19,280 


230 
643 


20,153 

HOT'SEHOLDERS.    HOUSE- 

"EEPEUS,  ETC 14,101 


ADVKRT'SERS  AND  AD- 
V  E  T  I  S  I  N  G  AGEN- 
CIES    


NEWSPAPERS 
AZINES    .. 


AND    MAG- 


MISCELLANEOT'S 


Total    ^'C,o: 


5,059 

3,543 
5.024 
!0 


thoir  circulation  books  at  any  time. 


Ot" 


upon  their  examination 


The  above  circulation  ci  ^wo.ooo  wao  ^i.w. 
..riiouse  &  Company,  Chartered  Accountants, 
jur  circulation,  December,  1909. 

l\  F.  COLLIER  &  SON, 

JffcT  J.  H.  Guy,   VumptroUer. 


If 


150 


ADVEllTISIXG 


w 

•if 


I 


•  If  I 

m 


\m- 


Those  advertisers  who  used  the  j)aper  the  whole  year 
(hd  not  yet  a  rei'iind  beeause  during  tin-  seeond  haU' 
there  was  an  exeess  over  the  guarantf  ed  number. 
Furthermore,  the  advertisers  who  received  un  ex<.ess 
above  that  which  they  were  guaranteed  paid  nothing  fur 
the  surj)his. 

The  business  world  (luiekly  responded  to  thib  at- 
tem])t  to  strengthen  their  confidence  in  the  adver- 
tising ])olieies  of  maga/ines.  This  res])ons>'  is  shown 
in  the  larger  amount  of  advertising  carried  by  Collier's 
in  the  year  1909  as  compared  with  1908,  while  the 
amount  carried  in  1910  was  at  least  2j  per  cent  more 
than  that  carried  in  1909.  In  commenting  upon  this 
policy  and  the  success  with  whicli  it  has  l)een  carried 
out,  JNlr.  C.  E.  Patterson,  the  business  ricnager,  says: 

Advertisers  and  advertising  agents  are  no  longer  worrying 
about  Collier's  circulation.  Tlioy  do  not  worry  wlietlier  tlu-y 
get  300,000  or  500,000 ;  they  know  from  past  experience  tlmt 
they  only  pay  for  what  we  actually  deliver. 

I  hclievc  advertisers  have  a  right  to  demand  to  know  the 
exact  circulation  of  publications  that  they  are  usiner.  Investitra- 
tion  shows  that  this  information  is  liard  to  obtain.  Publishers 
will  not  cjuote  in  round  or  net  figures  or,  if  they  do,  they  will 
not  promise  to  refund  for  shortage. 

As  an  excuse  for  tiot  (h)ing  this  some  publishers  say  it  is 
not  right  to  ask  tluni  to  pay  for  shortage  vmlcss  advertisers  pav 
for  excess.  Wheat  is  sold  by  the  carload  but  paid  for  by  the 
bushel;  woolens  are  sold  l)y  the  bolt  and  paid  for  by  the  yard. 


n 


In  addition  to  quoting  a  circulation,  CoUicr's  gives  its 
advertisers  all  the  information  that  they  could  reason- 
ably demand.  Tims  besides  the  statements  shown  above 
it  also  ])re])ares  statements  showing  the  circulation  ac- 
cording to  buying  centers  (i.e.,  within  fifty  mile  radius 


V 


AI)VERT1SIN(;    MEDIUMS 


151 


of  the  lart^cr  cities)  by  groups  of  cities,  and  by  individ- 
luil  cities  oil  re(jiiest. 

Hv  pursuing  tliis  policy  Collier's  set  an  example 
that  must  sooner  or  later  be  followed  by  all  reliable  pub- 
lications. This  is  in  luirmo'  nith  the  constant  demand 
of  advertisers  that  magazines  and  newspa])ers  furnish 
reliable  data  as  to  the  amount  of  their  circulation. 


CHAPTER    VI 


ADVERTISING    MEDIUMS    (Continued) 


If? 

H 
I-  ^ 


f 


Uti' 

m 


m 


120.  Ncti'spupcrs,  home  prints,  patent  insides.— 
Newsj)a})ers  may  be  spokf'U  of  as  dailies  or  as  weeklies. 
The  former  may  be  eltiier  iiK-tropolitan  or  country 
j)apers,  but  such  a  division  is  Durely  an  arbitrary  one. 
Advertising  men  generally  consider  as  metropolitan 
dailies  those  which  are  })iiblished  in  cities  of  the  tirst 
rank,  of  which  there  are  about  twenty.  All  other 
pai)ers  are  called  country  dailies. 

There  is  another  division  of  newspapers  wliich  is  im- 
portant because  of  its  numbers.  This  consists  of  tlie 
Meekly  ncws})apers  and  they  exceed  all  other  publica- 
tions j)ut  together,  there  being  about  thirteen  thousaiul 
in  all.  Two  reasons  may  be  given  for  the  growth  of  tlie 
number  of  weekly  newspapers  in  the  Ignited  States  and 
Canada.  The  jxistoUice  department  has  given  more  as- 
sistance to  this  form  of  periodical  than  to  any  other,  and 
a  system  of  coiipcration  e.\is,s  by  which  many  different 
weeklies  are  printed  in  j>art  !)y  one  ci'iitral  printing  con- 
cern. Tile  cost  of  printing  has  bitji  greatly  reduced  for 
the  small  country  ])ublisji(,r.  'I'hese  concerns  are  called 
"ready  print"  comjv>'ucs  and  they  supply  on  an  aver- 
age about  I  ight  thous.uid  nc\vsp;(p(.rs  u  ';,  ready  prints, 
This  feature  is  ini|)ortant  to  the  advirtiscr  sini-e  it  per- 
mits him  to  eiononii'/e  in  the  matter  of  |)laies  or  electri)- 
types  whenever  undirfaking  an  extensive  campaign. 
l"or  example,  oidy  one  jilatc  or  dec  trotyjie  need  be  sent 


i    ■ 

!   i    - 
-   Ir 


ADVERTISING   MEDIUMS  153 

to  the  home  office  of  the  "hst"  where  the  insides  of  per- 
liaps  two  thousand  pai)ers  may  he  printed  from  the  one 

plate. 

127.  Coopcralh-e  printing.— The  following  table 
shows,  by  states,  provinces  and  territories  arranged  geo- 
.nai)hicallv,  the  number  of  newspapers  printed  on  the 
c()()perative  plan: 

'I'ahle  57. — Ne\vspai)ors  printtcl  on   tlie  co-operative  plan,  by 
states  jukI  territories:    1900.^ 

Statk  oh   TiKiUTOKV  Nuniln  r  of 

Ni'\vspaj)ers. 

United  States 7,7-i9 

North  Atlantic-  diviMon 7!^8 

New  Kn inland ^  '  * 

Maine •  1^ 

New  Hanipsliire 30 

Vermont ^^ 

Massaehusetts    90 

Uhode  Island 16 

Connecticut *° 

Sontl.ern  North  Atlantic Sr)! 

New  York 196 

New  .lii-sey "9 

Pennsylvania •^'6 

Soutli    Atlantic  ilivision    •'>11 

Nortlicrn  S..;itli   Atlantic- 185 

l).Ia«-u-.- * 

Maryland    +9 

lv,l.,h  (rtiMis  of  tlu-   rnit..l  Sl.l.s  V.mi,  \  ..I.  !»,  j-iigrs  IIOV-IIO:,.     No 
'   r  li^jiirrs  hiivc  Ucen  issui-il. 


li 


ff*^ 


m 


If: 


f '- 


ilifl 


iNJ 


i54  ADVERTISING 

Number  of 
Newspapers. 

District  of  Cohiinhia 6 

Virginia 62 

West  Virgiiii.i 61 

Southern  South  Atlaiitie    3i2f> 

North   (arohiia    81 

South  ("arohna 51 

Georgia 135 

Florida    59 

North  Central  divlNion    4,725 

Eastern  North  Central    2,110 

Ohio 337 

Indiana    358 

Illinois    703 

]\Iichi<^an   3G5 

Wisconsin    34.7 

Table  57. — Ni\vspaj)ers   printed  on   the   co-operative  })lan.  In 
states  and  territories:    11)00 — Continued. 

Statk   ok  Tkukitouy 

Western  North  Central    2.(515 

Minni  sota    40<) 

low.i (jl!) 

.M;s>ouii     .'J7f) 

North  Dak-.t.i 122 

South    Dakota 224 

Nebraska 4(52 

Kansas 403 

South  Central  division    1.179 

Eastern  South  ( 'ent  ral 476 

Kentucky 69 


k 


V 


ad\er:isixg  mediums  155 

Nuinher  of 

Nl'W.SJ)ilp(.TS. 

Tennessee ll-l 

Ahihaniii 13i 

Mississippi 1G9 

Western  South  (Vntral    703 

LouisiiUia 9-i 

Ark;uisns l-i^ 

Indian  TiTiltory 6ii 

Oklahoniii l-tS 

Texas 2.'51 

Wesurn  division 606 

K(Kky  Mountain 285 

Montana    32 

Idaho 40 

\\yom'u<r 20 

Colorado    1~  < 

Now  Mexico    1  ^ 

Basin  and   IMatcau    43 

Arizona    !• 

rtah 35 

Nevada    '• 

ratitir    27H 

\Vashiii}rton 9> 

Orif^on '•■* 

I'ahruriiia 118 

I  M      (  '  \  \  \  1 1  \ 

Qui'Ix'c    '  '* 

Ontario    -'fiT 

Maniloh      (yH 

Alhi.     I     f'G 

Saskaichi'«  ■HI      1  '1 

Uritish  Coiuiiihii 10 


loO 


ADVERTISING 


n 


128.  Location  of  papers  priulcd  coiipcrativchf. — It 
Mill  l)t'  seen  IVoiii  this  statement  that  in  the  Fnitcd  States 
oNcr  (■){)  ])er  cent  of  t!ie  papers  j)riiile(l  on  the  c()(')])erative 
])lan  are  found  in  the  North  Central  division.  'J'he  num- 
ber in  Illinois  alone  (the  highest  for  any  single  state) 
nearly  e(iuals  the  niiniher  shown  for  the  entire  North 
Atlantie  division,  and  Iowa  (next  in  rank)  surpasses 
both  the  >\'estern  and  South  iVtlantic  divisions.  In 
Canada,  Ontario  leads  in  this  elass  of  ])aj)er,  while  Sas- 
katehewan,  Manitoba,  iMberta,  Q.iebee  and  British 
Columbia  follow  in  the  order  mentioned. 

Many  of  the  news])apers  of  this  elass  are  tiie  only 
ones  in.  their  respeetive  towns — this  l)ein<jf  the  case  v.ih 
GO  per  cent  of  those  sent  out  by  one  eoneern.  ^  the 
j)resent  time  most  of  the  newsjjapers  ])rinted  in  this  wax- 
are  weeklies,  and  these  form  more  than  lialf  of  the 
total  number  of  weeklies  in  Ameriea.  Many  semi- 
weeklies  and  triweeklies,  also,  are  issued  in  this  way.  and 
some  dailies  adopt  the  method.  These  dailies  are 
I)rinted  at  a  distributing^  center,  sent  out  by  ex|)ress  in 
the  mornin<,^  and  finished  at  th.e  local  oflice  in  the  after- 
noo'i. 

Some  concerns  emleavor  to  avoid  the  sameness  of  aj)- 
[xarance  in  "patent  insides"  by  issuing'  material  in  the 
form  of  stei-eoly|)i'(l  plates  ready  for  printiiiy,-,  instead 
iif  in  priitt'd  sjieets.  They  first  siiid  out  proof  sher's. 
s!io\\in<4'  uli.it  artieles  they  Ikhc  on  hand,  and  from  tlii>e 
the  local  editor  St  K<-ts  Mliat  he  chooses.  On  rcc-eiviiiti 
the  plates  he  cuts  them  up  as  he  likes,  t'or  arrannrment 
in  his  pau'c,  c\cn  eutliii^'olV  tlu'  hcadinu,s  and  supplying,' 
luadlines  of  his  (n\n.  io  secure  greater  indix  iduality 

The  Amci-ican  Press  Association  of  X^w  ^'ork.  or<j:.ni- 
i/(il  about  ISSO.  contivtls  nineli  ol'  thi'  biisint'ss  in  pl.itf 
matter,  ait'i  has  ali'eadx    b( en  i-eferr(d  to  as  the  assuc  - 


A1)V'-      ISLVG   MEDIUMS 


157 


ation  supplied  by  the  iVssoeiatcd  Press  with  telegraphic 
news  for  use  twelve  hours  after  the  regular  service.  The 
iRws  received  by  this  association  in  the  morning  is  set  up 
in  j)!  te  form  and  distributed  to  some  2.r)()()  daihes  for 
usf  the  same  afternoon.  This  oi  gani/ation  serves  a 
Iiirue  number  of  newsi)apers,  inchiding  many  dailies, 
uiiji  electrotype  or  stereotyi)e  plates  of  misceUaneous 
matter,  and  ilso  sells  type  uniform  with  tiiat  used  in 
iiiak  g  til  j)lates,  so  that  the  paj)ers  supplied  may  be 
mule  to  a|)j)ear  the  same  throughout. 

There  a|)pears  to  be  a  growing  tendency  toward  the 
iiM'  of  i)lat(;  matter  in  ])reference  to  the  half-])rinted 
sliicts.  C"  untry  journals  are  l)eginning  to  demand  tele- 
-r;il)hica]  news,  and  tiiis  the  i)late-mattcr  concerns  can 
supply  fresher  than  the  "jjatent  insides." 

!•_".).  licaiJn  print  lists. — The  business  of  supplying 
n.iilv  prints  to  country  newspaj)ers  is  now  represented 
liv  nliout  six  large  concerns  in  the  Tnited  States.     C'an- 
a.la  has  one-half   this  number.     Those   in   the   Ignited 
Slates  are  known  as  Kellogg's  lists,  the  Atlantic  Coast 
li^ts.  the  C'hicigo  Newspaper  Union,  the  Omaha  Ncws- 
paiier  Tnion.  the  A\'cstern  Xewspai)er  I'nion  and  the 
ruific  Newspaper  I'nion.     Those  in  Canada  are  the 
W  il    .n  List,  TI.c  Hamilton  Newspa])er  I'nion,  and  the 
\V  inriijHg  Xewspai)er  Union.     The  sjjccial  importance 
o\'  Mie  isumtry  news))ai)ers  for  the  advertiser  lies  in  the 
fact  that  they  arc  home  papers.     This  gives  local  influ- 
ni.r  to  the  advertisemeJits.     .  Jso  on  account  ftf  general 
-I-  of  "patent  insides"  it  enables  the  advertiser  to  reach 
(limy  small  towns  which  otherwise  muNt  be  omitted  from 
his  plans.     This  is  the  chea])est  form  of  ncwsj)aper  pub- 
lished and  it  permits  the  country  editor  t(^  carry  on  his 
l)iisiness  with  a  circulation   which  frcciucntly  does  not 
n  adi  more  than  live  hundred. 


.38 


Al)\  KUTISIXG 


l.'JO.  Space,  pusition  and  rates. — Having  decided 
wiiiit  nicdiuni  will  oll'er  the  best  returns,  and  knowing' 
\\  hat  amount  of  appropriation  ought  to  or  can  be  used, 
it  then  devolves  upon  the  a<lvertiser  to  decide  what  spuce 
and  luMv  much  is  to  l)e  taken.  A  definite  ])lan  as  to  the 
apj)Oiiionnient  of  the  advertising  appropriation  is  vaiu- 
ai)le  for  two  reasons,  not  generally  thought  of  by  the 
advertiser.  In  tiie  first  i)laee  it  permits  him  to  meet  the 
advertising  solicitor  with  a  definite  i)lan,  and  thus  in- 
sures him  against  the  giving  of  advertising  contracts 
impulsively  and  without  due  consideration.  Some  one 
has  said  that  an  advertiser  without  a  definite  knowledse 
of  what  he  intends  to  s])end,  or  of  the  mediums  and  the 
amount  of  space  he  desires  to  use,  becomes  the  easiest 
kind  of  prey  to  the  solicitor,  "because  he  places  adver- 
tising on  the  same  basis  as  a  man  who  buys  a  meal.  If 
he  is  feeling  cheerful  and  hungry  he  buys  in  abundance. 
If  his  stomaeli  is  a  little  l):t  out  of  order  he  cuts  it  down 
to  a  milk  and  cracker  basis." 

l.*n.  CJioosinn;  ncccs.sari/  space. — Tn  deciding  how  to 
.select  advertising  space  three  questions  will  present 
themselves  at  once.  First,  shall  a  small  space  be  used 
every  day;  second,  shall  a  larger  space  be  used  less  f'-e- 
quently ;  third,  shall  a  very  large  sj)ace  be  used  occasion- 
ally? The  ansMcrs  to  these  questions  can  be  found  only 
after  a  due  consideration  of  all  the  facts  in  the  case.  It 
is  our  purpose  at  present  simply  to  state  the  various 
technical  considerations  conTiccted  with  space,  position 
and  rates.  However,  a  ])rinci|)le  followed  by  some  ad- 
vertisers is  to  the  ed'eet  that  the  appro))ri;'tion  -s  to  he 
sjient  as  it  is  rccpiired,  l''or  example,  if  an  educational 
campaign  were  planned  with  the  dally  ])apers,  at  least 
10  per  cent  of  the  origir)al  api)ron»-iation  s!ionld  be  set 
aside  as  a  reserxe  fund,   this  reser\e  to  l)e  used  if  the 


!  } 


ADVERTISINCi   MEDIl  MS 


159 


necessity  for  larger  space  arose.  Such  a  necessity  may 
arise  in  the  case  of  hank  advertising  when  a  great  hur- 
olarv  takes  pUice.  The  reserve  fund  could  then  he  called 
ii|i()ii  lo  (h-aw  tile  attention  of  tlie  ])uhlic  to  the  safe- 
guards wliicii  liie  hank  i)ossessed  and  how  safe  all  money 
(III  deposit  in  this  hank  would  he.  This  wduld  call  for 
a  larger  space  than  the  regular  daily  allowance.  Thus 
the  reserve  fund  ])erniits  the  advertiser  to  seize  favorahle 
opjjortunitics  and  to  meet  unusual  conditions. 

l.'J2.  liclativi'  value  of  variotis  jxirl.s  of  iictcs papers. — 
Keside  the  (juestion  of  circtdation,  the  cost  of  space  in  a 
l)ii!)lication  is  determined  hy  the  amount  used  and  its 
j)()sition  upon  the  page.     The  (luestion  that  arises  imme- 
diately is  what  ])art  of  the  j)ai)er  pays  hest,     A  news- 
paper serves  many  interests.     In  most  of  them  there  is 
ati  editorial  section,  a  local  news  i)age,  a  market  page,  a 
tiiiancial  page,  a  woman's  page,  a  sjjorting  \rdgc  and  a 
Ui  neral  news  page.     That  there  is  a  choice  hetween  the 
l)ages,  as  classified  ahove,  is  shown  in  the  fact  as  an 
illustration  that  safe  deposit  companies  get  hetter  re- 
sults from  the  use  of  eitl>er  the  woman's  or  the  financial 
page,  while  trust  companies  find  it  more  profitahle  to 
use  cither  the  local  news,  where,  for  example,  the  build- 
ing news  is  usually  printed,  or  the  financial  page.    Like- 
wise, hanks  or  trust  companies,  advertising  their  savings 
(1(  partments,  find  tiie  home  page  more  profitahle;  while 
tlie  commercial  hank,  which  deals  chicfiy  in  commercial 
paper,  uses  th.c  market  or  financial  ])age  to  the  greatest 
jiiKnntage.      However,    even    financial    advertisements 
v.ould  prefer  a  coiispicuous  ])osition  on  the  news  page 
to  any  here  mentioned. 

^'arious  kinds  of  ])ositions  for  which  newspapers 
charge  more,  varying  from  li  [ler  cent  to  full  rates,  are 
tlie  following: 


160 


ADVERTISING 


tii- 


1.  Island  posit'Dii^ — .surroutuled  with  riadiiirr  matter. 

2.  Top  of  column   or   bottom  of  column,  surrounded  by   read- 

in""    matter,    oi"    fi)llo\\in<;    readin';    matter — called    "full 
jjosition." 

3.  Next  to  and  above   reading  matter. 

4.  Next  to  and   following'   readni^  matter. 

5.  Next  to  reading  matter,  alongside,  undi nieatli,  or  above, 
fi.    I'oot  of  column. 

7.   Toj)  of  colunm. 

Of  tlicse  positions  the  most  exclusive  is  tliat  of  island 
positions,  but  most  j)aj)ers  raicly  <^i-ant  this  privilege  to 
an  advertiser.  There  are  various  opinions  among  ad- 
vertising men  as  to  what  constitutes  the  best  position, 
but  the  majority  seem  to  agree  that  the  top  of  tiie 
column,  next  to  and  followed  by  reading  matter,  on  the 
news  page,  is  the  best  position  in  a  newspaper.  One 
strong  argument  in  supi)ort  of  this  is  that  the  adver- 
tisement is  urought  in  line  with  the  headlines  of  the 
newspaper  and  thus  is  the  first  item  to  attract  the  read- 
er's attention,  since  the  average  man,  by  force  of  habit, 
when  he  looks  through  a  ])aper  seeks  the  top  of  tlie 
column  in  order  to  fit  '  the  headhnes  of  the  leading? 
articles. 

In  order  to  use  this  space  to  the  best  advantage  it  is 
better  to  have  an  advertisement  which  is  one-half  the 
column  i)agc  and  two  cohinuis  wide,  than  a  full  colunm 
in  a  single  column  space. 

Another  thing  to  be  considered  in  the  selection  of  a 
position  is  the  relation  of  the  advertisement  to  the  read- 
ing matter.  Since  the  eye  in  reading  tra\els  from  the 
left  to  the  right,  it  is  more  likely  to  rest  for  a  longer 
time  u()on  an  advertisement  which  is  ])laced  at  the  right 
of  the  reading  matter  than  when  in  a  position  to  the  left 
of  it. 


f    ! 


ADVKRTISLNfi    .MKl)irM:> 


lUl 


'  if 


iVdvertismg  position  in  llic  evening-  i)ai)crs  is  sonic- 
uliat  different  I'ron;  tluit  in  the  morning  {)apers.  i'oi- 
instance,  a  position  on  the  editorial  page  of  a  morning 
{,';il)er  is  not  so  vahiaMe  as  the  same  space  it)  the  evrning 
piiper  hccau.-, '  the  hdler  i're(|nently  u.ses  the  editorial 
page  for  special  featnre  articles. 

When  it  comes  to  position  in  the  weekly  and  monthly 
magazines  the  })()ssil)ilities  are  considerably  fewer. 
Many  magazines  have  no  reading  matter  position  at  all. 
The  best  positions  in  a  magazine  are  generally  ranked  as 
Inllows: 

1  I'a^-'  faciiiff  \:i>\    ]^n<^i-  of  n.idm^  iiiattiT. 

','  riic  .second  pa^c  of  covrr. 

'■').  riie  paf^f  facing"  mcoikI   pa^^c  ol   iinci-. 

k  I'/ifijc  facing  c'oiiti  nts  pa^r. 

.').  I'aifo   faciii^j  first   pa^c  of  nadinj^-  matttr. 

(i.  l*a<re  facing  third  Jiagr  of  cover. 

T.  'I'liird  cover  })af^e. 

"^  I'oiirth  covei    pa^-e.     'I'lils  pa^-e  1>  dixidrd  into  (luarters,  each 
quarter  section  priced  as  one'  ins,.lr  pai:;e. 


Ill  addition  to  these  jxjsitions  special  rates  are  sometime  s 
I'sked  for  gnarantced  sitnations  on  right-hand  pages. 
The  basis  of  this  charge  rests  ni)on  the  fact  that  as  the 
reader  tnrns  the  ])age  the  contents  n])oii  the  right-hand 
pa  Lit'  lie  flat  before  his  eyes,  while  the  kft-hand  ])age  is 
inclined  at  an  angle  and  thns  ont  of  tlu'  direct  line  of 
\  ision, 

1.'}.'},  Annliisls  of  prohh'n  of  position.  The  qnes- 
tiniis  pertaining  to  space  and  position  can  hardly  be  sep- 
ni  ited  from  each  other.  If  the  position  npon  a  page  is 
\irv  good  the  size  of  the  sj)aic  used  may  be  mnch 
Miialler  than  is  the  casi-  when  ai\  advertisement  is  bnried 
aiiiong  many  others  of  the  same  kind  npon  the  same 

C— IV— 11 


Uil 


ADVKUriSING 


.:i. 


m- 


li'. 


pft<ic.  Some  advertisers  tliiiik  lliat  an  advertisement 
sliciiild  be  at  least  lour  inehes  loii<;'  it'  plaeed  u]Hm  a  news 
j)a<>e,  hut  this  same  advertisement,  plaeed  upon  a  i)ane 
surrounded  hy  many  others,  should  he  much  larger  iti 
order  to  gain  the  same  amount  of  attention.  In  deeid- 
ing  the  (picstion  of  position  it  is  im|)ortant  that  the  puli- 
lieation  i)e  thoroughly  studied  hy  the  advertiser.  For 
instanee,  there  would  he  litllc  gaint'd  lor  an  adverlise- 
mi'nt  which  had  a  good  position  next  to  reading  mattir. 
if  the  eliaraeter  of  the  reading  matter  was  such  as  to 
detraet  from  the  eonfidenee  or  dignity  of  the  advertise- 
ment in  (juestion.  I'ositioi.s  are  not  solely  ])referre(l 
heeause  of  some  ])artieular  s])aee  upon  the  page,  hut 
hy  the  eharaeter  of  the  ri'ading  matter,  whether  in  the 
form  of  news  or  oilier  advei'tisements  with  which  it  is 
associated.  An  advertisement  for  investment  honds  is 
Jiot  strengthened  hy  heing  plaeed  next  to  an  advertisc- 
menl  foi-  some  imiversal  health  restorer,  nor  would  an 
advei'tisement  for  wedding  rings  gain  any  sui)j)lement- 
ary  support  hy  ai)j)earing  |)arallel  with  a  column  of 
reading  matter  which  chronicles  the  events  of  a  divorce 
ease  or  a  wife  heating. 

There  is  also  a  general  impressio  \  that  the  cover  pages 
and  more  esj)ecially  the  hack  covers  of  magazines  are 
the  most  desirahle  j)ositions,  hut  agan.  tiiis  point  can  only 
he  determined  after  a  thorough  analysis  of  the  situation. 
Advertisers  desiring  general  puhlicity,  such  as  is  sought 
for  hreaklast  foods,  soaps,  etc..  can  use  these  'special  dis- 
])lay  positions  to  great  ad\anlage,  hut  for  advertisers 
engaged  in  an  educational  cami)aign  such  ])ositions  have 
little  value. 

A  hanking  institution,  for  instance,  would  gain  litfk' 
in  ilignity  noi-  win  niueli  public  co.'ilidence  by  being  re])- 


A1)V1,UII-I\(.    MKDHMS 


l(i;j 


rtsriitc'd  l)y  an  iKlvfi-tisciiRiit   printed   in  bright   colors 
u|)()n  the  hack  c'ovcr  of  a  ^j'licral  niaga/inc. 

Some  advertisers  in  trade  j)ul)hcations  seek  tlie  front 
nr  !iai-k  cover  page.  The  vahie  of  this  |)o.silion  hc.^  in 
tlif  fact  that  the  ad\  ertiseinent  is  likely  to  he  \  isihle  so 
ImiL''  as  the  _joni'nal  is  retained  nj)on  the  ollice  or  lihrary 
t;il)k'.  I 'poll  the  length  of  time  it  remains  there,  de- 
[i(  lids  the  vahie  of  the  j)osition.  A  right  hand  page  fae- 
iiiL'.  reading  matter  or  o])posite  a  l)nyer's  indix.  tlu'  first 
p.igc  pi'eeeding  I'cading  matter  and  the  lirst  p.ige  foljow- 
■w'j;  leading  matter  are  also  considered   \aliiahle   i)osi- 

tillllS. 

A  student  of  advertising  \vho  notices  the  methods  cm- 
])Iiiyed  hy  the  Ladies'  IIowc  Journnl,  the  Delineator  or 
[\\c  Salurdau  Kvcuiuix  Post  will  iind  exdllent  examples 
^^'i  how  these  ])apers.  which  have  develoj)ed  the  method 
I't'  relating  advertising  space  to  reading  matter,  have 
>U('ceeded. 

l.'JI.  Advcrtisiiiij;  rates. — Selling  of  advertising  space 
li'is  not  been  reduced  to  a  one-})rice  liasis.  Puhlishcrs 
li;i\  e  not  yet  reali'zed  that  this  would  he  the  hest  l)usincss 
policy,  since  it  would  result  in  giving  better  satisfaction 
fii  the  advertisers,  and  in  creating  better  advertising. 
Till  one-price  j)()liey  which  is  maintained  in  the  inercan- 
til(  world  is  the  result  of  a  long  commercial  develoj)ment. 
C  iiiiiitries  which  are  furthest  advanced  commercially  are 
iiii'Nt  strenuous  in  sujiport  of  a  one-price  system,  liaek- 
"ii'l  countries  exhibit  their  lack  of  commercial  experi- 
<M((  by  a  ])ractice  which  uses  a  sliding  scale  of  prices 
as  their  most  ])rominent  method  of  barter.  whi(Ji  not 
"m!\  displaces  coiiiniereial  confidence  but  consumes  valu- 
ahl(  time.  I'rohably  the  unsettled  condition  in  the  field 
"f  .MJ\  (itising  rates  is  due  to  the  lack  of  commercial 
iiiitiiritv  in  the  advertising  business.     All  new  ciiter- 


MICROCOPY    RESOLUTION    TEST    CHART 

.ANSI  and  ISO  TEST  CHART  No    2 


1.0 


I.I 


1.25 


lii  IIIIIM 


1^ 

■  40 


III  2.5 

I  2.2 

2.0 

1.6 


^      >,PDi    iizTr]  iM/iGE     Inc 


Kit 


Al)\i:ii'I'ISLNG 


prises  .seem  lo  exhibit  at  some  slaL>e  of  tlieir  development 
a  teiideiiey  to  use  i  system  o'  liiyerential  rates  in  their 
business  (!eahn;4\s.  !u  the  world  of  transportation,  rate 
discrimination  on  the  i)art  of  the  railroads  has  called  for 
gcnernmental  interfei'ence  in  order  to  protect  various 
chisses  of  business  men. 

Adxertisin;^'.  like  lrans])orlation,  is  an  imj)ortatit 
faetoi-  in  the  distribution  of  i^oods.  and  although  it  has 
not  been  found  necessary  to  call  for  uovernmeiilal  ri'<iii- 
hdior.  of  adxcrlisin^'  rales.  ne\ertheless,  the  business  coni- 
niunitv  is  bcj^iimini^'  to  clamor  for  some  protection 
against  rate  discrimination.  'J'his  ui'ows  out  of  a  busi- 
ness policy  which  ])ermits  the  sale  of  the  same  advertis- 
inu' scr\ice  at  ditFerenl  rates  lo  dilfei-ent  pco])lc. 

\'.i.').  Tail plnlians  to  rnic  ciitliii::,.  'I'hv  ma<4a/.inis 
ha\c  been  the  first  to  reco,u,'ni/e  the  a(lvanta<i,'e  of  pm- 
tc('tin<j;  the  adverlisei-  by  maintainin;^;  a  fairly  consisti  iit 
attitude  of  one  rate  for  all.  TIk'  new>,i)ai)ers,  seeing.?  tlu 
advanta<ie  uhich  has  lieen  .gained  by  ma^'azines  in  tin 
increased  conlidince  of  the  advertiser,  are  tendin.t;'  moir 
and  more  toward  the  same  |)olicy.  In  a  u'eneral  wav, 
it  may  be  said  that  all  lirst  class  pul)lications  insist  upmi 
cai'd  rates.  The  rate  cutter,  on  the  other  hand,  aruius 
foi-  his  position,  sayinu'  that  he  has  a  ri.uht  to  bar,u:iin. 
ar.d  as  lon^  as  the  adxirtisc  r  ^cts  full  \alue  i-cturned  iin 
one  is  harmed  li\  tjie  Iransaeiion.  l''in'tlui  more,  li' 
s.i\s.  (he  ii(\\spa|)(r  tinns  out  a  lixtd  munb(  r  of  j)aL;rs 
a  day.  Tlu  sc  pa^es  must  be  tilled  with  matt  rial  et 
some  kind.  So  far  as  liie  cost  of  publication  is  ciui- 
('cnuil  it  makes  little  dilV(>r'  !ice  to  the  piililishers  whelluT 
this  iiialeilal  consists  of  ;!il\  (  I'l  isin^'  or  reading  matter, 
'lut  when  Ihe  piiilils  upon  the  space  lire  ('ojjsidercd, 
e\er\'  ineii  oi   adv  ert  isin^'.  no  iiiaii(i-  ai   wiiat    piatc 


II     !-> 


SO 


M, 


adds 


to  II 


le   ini'oliK'  o 


f  the  I 


>ui>iis|i(r,  w  hii( 


tl 


le  reail- 


it 


IS 


111 


111 


cs 


in 


L'S 


ADVERTISING    MEDHMS 


165 


inn  iiialtcr  may  rcpristiil  an  added  outlay  for  rc'|)()r- 
imial   or   editorial   eopy.      Ti 


lis  is  the  same  arjiumeiit. 


course,  wliieli  the  mamd'aclurer  makes  when  lie  sells 
(ids  in  l'orei«4;n  eouutries  at   priees  niueli  lower  than 

le  \aries  the  i)riee 


II  'se 


'  i    so 


lie  reeeives  at  lioiiie;  or  \s 


lieu  I 


me  artielt,'  for  diU'ereiit  markets.  lie  ar<4"ues  that 
l!ic  eost  is  jiraetieally  the  same  whether  lie  sills  these 
(  ■  lia  u'oods  or  not.  yet  there  is  some  ^aiii  i'rom  the  larger 
^:lit  s  due  to  the  maintaiiiiii*^  of  his  position  in  the  market. 
The  piihlisher  \\\u)  cuts  rates  od'ers  a  similar  i.ason  in 
siippoi't  of  his  jiraetiee,  sayin,u,'  that  the  eost  of  jjiililiea- 
tii.ii  is  praetii'ally  the  same,  and,  therefore,  any  adver- 
tjsiiin'  space  that  may  he  sold   re|)resents  just  so  nuich 


i(ss  eos 


t  t 


o   he   l)() 


rue    in    the   pu 


hlieat 


ion  o 


f  li 


s   i)ai 


)ai)er. 


'rims,  the  tem])tation  amoiiu'  the  puhlishers  to  cut  rates 
real.  'I'hey  figure  that  it  is  hetter  to  ^^et  ^.'t.OO  ])er 
(I;iv   for  a  eei-tain   spai'e  eoiitainitm'  advert  isin-i'  matter 


is  <•• 


III  tint  lo  liax  e  I 


t  at  all.     'I' 


IIS  space  must  he  used  anv 


an( 


1  tl 


R'V 


prelcr 


to  h 


ia\c   it   used   hv  an   advertiser 


vd;ii  would   |)ay  souicliiinu'   I'oi-   it,   I'athcr  than   lo   ))ay 
^i'ace  rates  to  the  repoiier  tn  till  it.     .Sui'li  an  ar^umi'nt 


as 


this,  1 


lowt'ver 


lea\  IS  oiii  ol  account 


he  niJlus  ol 


tl 


various  advert isci's  who  use 


tl 


e  puliliea'ion. 


1' 


V  erv  a( 


le 
1- 


is  luiiin  out  at  a  trade  dis::  i\  aula; 


11 


c  IS  111  much 


vertiser  who  j»ays  more  than  another  for  the  same  serv- 

icr 
till 

lii-l 


same  pi>sition  as  the  .sliipp(  r  in  a  town  who  pavs  a 
lie  to  the  railroads  than  aii\   of  his  eompi  lilors. 


icr 


M 


'iitlilv  inaLia/ihcs  arc  m 


ip<  11 


()  inis 


t(  iii| 


»!;il  HUi  so 


iiiiicli  as  the  ncws|)a|)ers,  since  they  an-  in  a  position  to 
r     U     rcn'iilate  the  tiumlter  <»f  their  pa^'es  in  accoi'dancc  Nviih 


tl 


ic  amount  of  advcrtisinn-  thev 


lit 


The  eost  of  white 


pjipcr  and   the  iditorial   expenses   are   so   L^rcal,  iiexcr- 

liiclcss.  jiiat   the  puiiiisiier  must   lonk  to  llie  ail\  eri  isiiil;; 

'  •  |i.i\   the  freight.""      Mdsl  of  the  |)uhlicat ii Mis  have  an 


IGG  AI)V1:RTISI.\G 

flastic  advertising  .si)ace,  since  business  polic\'  often  dic- 
lales  that  good  editorial  or  news  matter  must  give  way 
to  page  adxertising.  Slill,  some  publishers  establish 
a  dead  line  o\er  whieh  advertising  matter  is  not  per- 
mitted to  eneroaeh.  Nevertheless,  as  the  literary  eliar- 
aeter  of  the  magazine  retreats  farther  and  farther  iiitd 
the  baekground  before  the  i)usiness  necessities  of  mod- 
ern publications,  this  dead  line  is  beeomijig  less  and  less 
in  evidence.  Nowadays,  the  advertiser  is  looked  upon 
as  the  chief  support  of  a  jjublication.  In  conse(iuence. 
he  is  becoming  a  g-  ater  factor  in  determining  what  tht 
maga/ine  shall  contain  than  is  the  reader.  ^Vs  an  illus- 
tration of  the  relation  of  advertising  to  the  cost  of  ])ub- 
lication,  the  following  statistics  u])on  the  subject,  from 
a  well  known  rnited  States  ^veekly  trade  i)ublicati()ii 
will  be  iustrui'tive. 

'I'he  following  table  gives  tlie  cost  per  column  inch 
of  s\KH'c  sold,  and  also  shows  the  percentage  each  item 
forms  ol'  the  selling  pi'ice: 

Cost  per  IVr  (Vi.^ 

iticli 

Kdltori.il  cxjjinsos $l). IS)  11 

Mr(  h.iiiic.il       print  inn-,    |i,ipr)-,   liiiid- 

inn,-.  Iiiilk.  po-itaiff DJ)  to 

HllMlicNS    .salaries    ami    liiiseillaiiedlls 

<  spmses r>'.l  :5() 

I'rolit     iMi  1!) 

Tnl  il $1.7.'J  KM) 

Such  an  analysis  shows  that  after  <leducting  from  these 
c\penses  the  mt  rcccinls  froin  ('ii'cMJalioM,  cveiv  '"ili 
(»f  the  space  it  sold  cost  a  cash  outla\'  of  $1.K>  and 
i»ronght  only  .Sl.7«'J.  in  other  words,  it  cost  the  pidjlislicr 


Al)\  ERTISIN(i    MEDIUMS 


1G7 


SI  cents  for  each  dolUir's  worth  of  service  rendered  its 
aiUci'liscl's.' 

In  Canada,  the  relation  of  advertising  to  the  cost  of 
|)iihlication  is  slightly  iiigher  than  in  the  United  States. 
C'iiculation  ex|)enses  are  heavier  ilue  to  the  more  widely 
(listrihnted  popnlation,  and  the  mechanical  costs  are  also 
higher — paper  costs  from  2.3  i)e)-  cent  to  40  \)vv  cent 
more  than  in  the  United  States,  and  the  Canadian  pub- 
lisher must  pay  a  duty  on  printing  machinery  which  must 
lie  imported. 

IMC.  Other  wclhoiJ.s  of  variiiiiii;  rates. — Besides  the 
ihreet  cutting  of  rates  hy  publications  there  are  many 
subterfuges  used  in  getting  around  the  rate  (juestion. 
One  of  the  commonest  is  the  jjractice  of  trading  space 
Inr  merciiandise,  or  services  of  various  kinds.    Mr.  K.  St. 
I-Jiiio  Lewis  in  his  c()m])rehensive  hook  on  '"Financial 
Advertising"  cites  several  interesting  cases  illustrating 
this  method  of  rate  cutting.     On  one  occasion,  a  husi- 
mss  department  of  a  ])r()minent  daily  newspaper  tried 
\n  sell  the  author  an  assortment  of  tyj)ewritcrs  which  it 
had   taken    in    payment   of   advertising   si)ace   and    for 
wliieh  it  had  no  use.     On  another  occasion  a  newsi)ai)er 
took  a  large  <iiiantity  of  patent  niediciius  and  sold  thtni 
fit  a  cut  rate  to  a  wholesale  druggist,  w  ho  sold  the  supply 
!it  reduction  prices  to  the  retailers.     Again,  a  certain 
iiiaua/ine  a|)pcaling  to  otlice   jjcople   made  a   constant 
practice  of  trading  s])ace  for  merchamlise.      At  one  time 
tully  :{()  jjcr  cent  of  its  total  space  was  sold  in  this  man- 
ner.    The  magazine  in  turn  sold  its  supplies  to  wlioir- 
sale  and  retail  olliee  su})p!y  houses  at  a  discount  of  10 
p'r  cent. 

Aiiolhir  method   fr(<|uently    ])raeti('ed   by   lh<'  news- 
IMpers  is  to  take  an  !i(lverlisemenl   lor  a  set  iiumiier  oi 

'QlMitcil  !■>•  V    -^1     I'lino  I/«i-  ill  "I'lii  111.  i.il    \.Ki  rti-iii«." 


m 


[(i8 


AD\i:UTISI\G 


IW 


iiisci-lioiis  at  a  set  price,  and  .slii)nlalc  in  the  contract 
iliat  Ml  many  coliinins  ol'  IVee  reading'  mailer  will  lie 
,ui\(n  in  a<l(lili()n.  Tlieii,  too,  it  is  rare  that  llie  news- 
l)ai)er  is  nol  niakin;^'  conlracls  with  advertising-  anencies 
and  Old  ot  {own  advertisers  at  a  lower  rate  than  the  local 
ad'.ertiser  is  compelled  to  pay.  Some  pnhlications  have 
one  rale  for  local  and  another  I'or  foreign  ad\  ertisci's. 

].'}7.  Ii((tf  ainl.s. —  It  will  he  seen  i'rom  this  that  a 
newspaper  rale  card  is  a  very  complicaled  allair.  To 
estimate  iVom  some  rate  cards  reqnires  the  ahility  ol'  an 
ad\-ertisin^-  expert,  and  it  at  once  sn<^<4ests  the  impor- 
tant part  which  an  ad\erlisin<i,-  agency  may  take  in  ad- 
vising;' the  advertiser.  liesides  Unowing  what  every 
newspaper  will  accept  for  its  s|)ace,  tlie  a<^'ency  expert 
m:!sl  he  able  to  analyze  (inickly  the  various  items  upon 
ma.ny  diO'ei'cnt  lists,  which  contain  in  addition  to  their 
rci^idar  line  rate  and  rafi's  I'or  special  positions,  a  louLf  list 
oi'  classilit'd  adverlisino'.  'J'he  latter  has  often  as  many 
as  sixty  dilfercid  headings,  for  each  of  which  there  is  a 
special  rate, 

Xews|)aper  space  is  fre(|uenlly  sold  in  (|uantities  of 
one  Ihonsand  lines.  an<l  larger  amoiuits  to  he  used  within 
a  gi\(ii  time.     I'or  these  there  art' also  special  I'eductions, 

At  present  thei-c  is  a  strong  moM'nient  to  enconragc 
\\]\-a[  is  known  as  a  llat  rate  among  newspapers.  A  Hat 
rale  is  a  iTgidar  I'ale  per  iinr  pi  i'  thousand  of  circulation 
I'oi-  nfws|)apris  in  the  s;une  class,  which  ha\<'  the  same 
i';ile,  and  Ihc  same  variations  from  that  i-atc. 

\\'li(  n  it  com(  s  to  a  considei-ation  of  llu'  leading  maga- 
/ines.  it  is  found  that  the  I'ale  cards  ;ire  pi'cparcd  in  a 
slyle  more  unit'oi'm  Mian  those  of  other  pnldications:  yet 
llt(  i-e  are  imporlanl  \  ariations  lu  re  that  should  he  noted. 
Sonii'  maga/ines  give  a  diseonni  lor  three  pages  used 
V  iiliin  a  \'ear,  others  nivc  a  <liscount  I'oi'  six  or  for  twehe 


msci'lions   (Inrnig   tlu'  same   per 


10( 


i.       \V1 


len   a    (|uarter 


.U3Vi:iirisiXG  mediums 


169 


]);i^e  is  used  in  the  shape  of  a  .sin<^le  column,  Avliicli  in  the 
l.udiis'  Home  JoiiiiKil  is  reckoned  at  a  (jnarter  of  a 
pint',  the  hnc  rale  prevails,  U'  a  siJcrial  (juarter  page, 
uliicli  lueaiis  ••;  (}uarlcr  i)a,ne  two  colnmns  wide  and  one- 
li;ilf  a  column  deep,  is  taken  then  a  dilVerent  rate  is 
ili.iri^ed.  In  other  words,  a  (jnarter  page  in  the  form 
first  iiH  ntioned  might  cost  >i<l,l()().  hut  if  a  sjx'cial  (|nar- 
ttr  j/agc  rate  was  ohlainal  the  cost  might  he  >fl'-'"i<>- 
riic  reason  for  this  has  l)een  exj)lained  in  the  treatment 
nl  space  and  position. 

.Magazines  also  offer  a  discount  to  their  customers 
\'nv  continuous  insertions.  Sometimes,  houevei-,  an  ad- 
\(  rtiscr  wishes  to  skip  some  one  issue,  hut,  as  this  would 
l(iM'  for  him  the  discount  hased  on  continuous  insertions, 
it  is  well  for  him  1o  knijw  that  hy  using  a  very  small 
aiKirtisement,  consisting  of  the  minimum  numher  of 
lines  which  were  specified  by  the  publication,  the  lower 
rate  may  he  held.  In  Canada,  this  form  of  discount  is 
iKit  fonnd.  It  is  the  universal  practice  of  Canadian 
iiiaga/ines  and  trade  and  technical  i)apers  to  base  their 
(liMoimts  upon  a  space  used  l)asis.  The  advertiser  ob- 
tains a  rate  according  to  whether  he  uses  ti,  0,  0,  12  or  52 
pages,  half  images  or  <|uartcr  pages  within  the  twelve 
iiKUiths.  Whelher  he  does  so  i!i  a  greater  or  lesser  num- 
l)(  I-  (if  insertions  has  no  bearing  on  the  matli-r.  The 
ainoiiiit  of  space  used  within  the  period  of  one  year 
^ii\ei'i)s  the  rate. 

Ill  these  days  of  rapid  developmiut.  tlic  circulation 
•  if  many  maga/ines  grows  gi'caler  I'ach  year.  As  a  con- 
se(|!ienee  llie  advertising  rates  arc  changed  in  accordaiu-p 
"itli  the  increased  service  put  at  the  dis])osal  of  the  ad- 
vertiser. Sometimes,  if  an  advertiser  indicates  the 
aiiKiuiit  of  space  he  will  use  during  the  year,  the  privi- 
l<ue  of  the  old  rate  ^^  :11  a])ply  to  the  increased  circula- 
tii'ti  on  wtiich  the  current  rate  is  liased. 


:     l 


m 

CIIAPTEll    VII 


SUl'n.KMKM'AKY    Aini.lMISlNG    AIDS 


138.  Supplcmcntarij  advertising. — An  advertising 
campaign  which  would  he  at  all  inclusive  in  its  seojie 
would  take  as  its  chief  means  of  reaching  the  public  the 
newspapers  and  niana/ines.  There  are,  howe\er,  numy 
ways  of  strengthening  the  primary  sources  of  gaining 
publicity.  Sometimes  these  su[)p!ementa.y  means  rise 
to  a  j)ositi()n  of  prime  importance.  The  Heinz  Com- 
pany, for  exami)le.  with  their  ".57  varieties,"  have  made 
the  street  car  and  the  poster  their  chief  means  of  adver- 
tising. IJut  in  general,  the  street  car  and  the  poster 
must  l)e  subsidiary  to  the  ])nblications. 

These  supplementary  methods  are  often  spoken  of  as 
special  advertising,  mural  "dvertising,  etc.  It  is  dilii- 
cult  to  make  satisfactory  di\  isions  of  these  means.  To 
classify  the  various  methods  which  fall  under  the  head- 
ing of  supplementary  advertising  some  advertisers  divide 
the  subject  as  follows:  street  car  advertising,  outdoor 
advertising,  poster  advertising  and  novelty  advertisnig. 
it  will  not  be  possible,  nor  does  it  seem  necessary,  to 
go  into  great  detail  in  describing  these  various  methods. 
'I'he  extent  to  which  any  nutliod  is  used,  its  relative 
importance  and  its  business  organization,  may  i)crh;iits 
guide  the  ad\  ei'tisn-  in  selecting-  one  or  more  of  tlnse 
milhods  in  suppliinenting  his  advertising  in  the  maga- 
zines and  ne\\spa])ers. 

l.'JO.  Siriii   car  (Kl-iCrlisiiia;. —  Street  car  advertising 

170 


SUPrLEMENTAUY    ADVEllTISING    AIDS       171 


1^  better  systemati'/ed  and  classified  than  other  snhsidiary 
niithods/   The  street  car  Mork  is  in  the  liands  of  a  few 
o.iupanies  whieli  have  franeliises  and  options  upon  most 
„r  the  street  ear  space  in  the  country.     It  would  recjuire 
alH.ut  fifty  thousand  cards  to  cover  the  entire  Tinted 
States  and  Canada  with  street  car  advertising".    Of  this, 
perhaps  one  thousand  cards  would  sufhce  for  Canada. 
'iliis  nuniher  would  supply  every  full  time  car  witii  one 
card.     These  statistics  do  not  include  short  time  cars  or 
those  which  make  short  runs.     A  census  which  would 
include  all  cars  which  carry  advertising,  such  as  elevated, 
Nuhwav,  and  railroads,  would  raise  the  numher  of  cars 
carrviiif,'  advertising  to  more  than  seventy-one  thousand. 
Some  advertisers  use  more  than  one  card  t(j  a  car  or, 
Nvhat  IS  much  the  same  tiling,  a  double  size  card.     The 
service  changes  cards  as  often  as  desired,  but  as  a  rule 
elianges  are  made  either  once  a  week  or  once  a  month. 
The  agency  always  sends  extra  cards  to  each  distributing 
eriiter  in  order  to  rei)lace  damaged  or  mutilated  ones. 

The  size  o^  the  single  card  is  1 1  X  '21  inches  and,  as  it 
takes  about  fortv-nine  tiiousand  of  these  cards  to  cover 
ihe  l^nited  States  thoroughly,  the  cost  is  necessarily 
iiigh,  averaging  about  .^^l 4,000  per  month,  or  roughly 
(sHniated,  forty  to  fifty  cents  per  card  per  car  jR-r 
iiinnth,  according  as  tlie  contract  is  for  a  quarter  of  a 
v(  ar  or  for  a  full  year. 

There  are  two  types  of  cars  in  general  use,  one  with 
M  ats  arranged  in  "pairs  facing  the  motorman.  and  the 
..Iher  with  seats  facing  each  otiier,  parallel  witii  the  car 
uiiwlows.  This  has  given  rise  to  two  opinions  as  to 
whicii  is  the  best  style  of  car  for  advertising  purposes, 
assuniinLr.  of  course,  that  the  si)aces  used  are  imme- 
(hatelv  lietween  the  to])  of  the  windows  r.nd  the  root  oi 


tl 


le  car. 


\V 


hich  slvle  of  car  presents  its  advertising 


mm' 

I 


i:.> 


ADVKUIIMNG 


mattcT  to  the  best  advantage  (k.|)tii(l.s  larocly  u|k)m  tlic 
particular  |)art  of  the  c-ar  in  wliicli  the  readers  of  tin 
advertisfiiicnl.s  arc  seated.  A  person  seated  in  the  mid- 
dle of  the  ear  would  he  able  to  see  about  the  same  nuui- 
ber  of  advertisements,  re<rardless  ol'  the  style  of  ear. 

no.    Character   cf  ,stnrl    air   advertise  incut. ^Vw- 
haps  the  real  (|uestions  eoneerm^n-.-  street  ear  advertisinif 
are  not  those  oi"  style  of  ear,  but  rather  those  that  ) id- 
tain  to  the  eharaeter  ol'  the  advertiseiiient  and  whetlu  r 
or  not  the  street  ear  should  be  used  in  preferenee  to 
other  methods  of  seeurinu-  l,,cal  publieity.     Taking  these 
two  (juestions  in  reverse  order,  the  following  (juestioiis 
should   be  answered   before  a  decision   is   made:      (li 
^^'ho  reads  the  local  ncwsi)aj)er^      {2}    What   was  iis 
circulation   during   the   past   year^      (3)    ^Vhat   is  the 
circulation  in  the  particular  district  of  the  locality  to  he 
covered^     (4.)   How  many  paid  rides  were  sold  on  the 
cars?       {:,)     What    position    can    be    obtained?       (Oi 
What  are  the  rates?      (7)    IIow  does  the  cost  of  ear 
cards,  illustrations  and  engravings  comj)are  with  like 
cost  of  newspaper  cuts,  etc.?      (8)    What  other  busi- 
ness |)roi)ositions  similar  to  yours  have  the  street  car 
advertising  agencies  been   handling  with   success?    (9) 
Compare  the  circulation  of  the   local   papers  with  tlie 
I)opulati(Mi  of  the  district  desired  to  be  covered  and  the 
niunber  of.  j)ai(|  rides  on  the  lines  traversing  the  same 
teiritory. 

When  the  advertiser  has  gone  as  far  as  statistics  Mill 
carry  him  he  may  find  it  a  great  help  to  check  this 
data  against  general  imj)ressions  which  he  may  receive 
by  going  over  the  territory  several  times,  by  observing 
the  density  of  tratlic.  botii  during  the  slack  and  rush 
hoin-s  upon  the  street  cars,  and  by  noting  the  business 
aeti\ities     connected     with     the     various     news-stands. 


sLri'M;:\ii:NTAKV   advkktising  aids     173 

Tluse  ocneral  impressions  may  determine  whether  the 
.list lift  I.)  he  eanvassed  contains  a  suitable  number  of 
,,r,.s|Krtive  eustomers.  In  a  hir<'e  eity  the  various 
classes  of  the  popuhition  lend  to  settle  in  certain  sec- 
tiiiiis.  It  would  not  he  necessary  to  ^o  into  all  the 
siiTcl  cars  of  a  city  like  New  York  or  Chicago  if  a 
linn  were  ad\ erlisiuL;'  goods  which  appealed  chiefly  to 
Ijif  wealthier  classes. 

Tlie  matter  of  allracting  attention  is  of  mneli  im- 
|H>ilance  in  a  sired  car  advertisement,  and  this  factor 
sJH.nld  receive  allenlion  lirsl  in  determining  the  charac- 
t,r  of  such   an   ad\ertisemcnt.       Second,   it   should  he 
kept   in  mind   that   the  available  space  is  limited   and 
lliat  not  more  than  lifty  words  of  descrii)tion  can  ])e 
i.st.l  to  advantage.     Third,  this  advertisement  must  l)e 
n  ad  by  ])eople  at  a  eonsiderahle  distance  from  the  sign. 
I'Murlh.  the  state  of  mind  of  the  readers  should  not  he 
Insl  sight  of.  since  there  are  certain  distractions  common 
1,,  alftravelers,   which   tend   to   divert  attention   from 
llic  printed  card.     Thus  it  is  that  the  character  of  the 
(■(imposition  of  the  advertisement  should  tend  more  to- 
wards winning  the  reader  through  forceful  suggestions 
tliaii   bv   lengthy   arguments.      Nevertheless  the   latter 
caiiiiot  be  ignored. 

in.  Xcccssit/i  for  diird  appeal— The  success  of 
III  any  car  advertisements  dei)ends  upon  the  direct  ap- 
|:.al  to  the  i)erso]is  reading  them.  This  is  done  by  the 
use  i^\'  the  s(vond  or  the  first  i)ersonal  ])ro!ioun.  and  while 
lli.rc  is  not  much  s])ace  for  argument,  there  is  always 
Miflicient  room  to  insert  a  eonmiand.  One  authority 
savs: 


nnr   ca.i 


r   ad    iiiust    not    oi 


.1  lik 


f 


:<c  a  Irasiii'') 


t   f 


rom  :i  l)o()K  1 


aiiv    ( ss(-ii!ia!s.       It    must    not 
iii(k'\,  and  vet   it  can't   take 


174 


ADVKUTLSLNG 


for  rrrantcd  tli;it  tlio  puhlic  knows  any  of  the  dotails  of  the 
advert i.st'd  aiticle  on  uliich  you  niiylit  hiiild  your  ar^uMienl. 

I'^acii  ear  ad  attempts  to  drive  home  one  n(„„l  point.  'I'lie 
reader's  mind  is  pinned  to  one  ^^'ood  argument  without  di>- 
traetion.  That  ar<;unnnt  is  the  first  tiiin;;-  lie  reads;  it's  the 
hist   he   reads  -and   {]\v  first   and   hist   impre>siotis   usuallv   stiek. 

Ir!  (h<^(stihie  (h)ses  the  eai-  series  sends  liome,  one  1)V  one,  tin 
truths  of  a  selhn^^r  story.  Were  those  truths  collatvd  thiv 
nNi;ht  he  wearisome  reaJing;  very  possihly  tluy  ml;4ht  nut  he 
read  at  ah. 


^ 


i\ii  illustration  will  show  tlie  (levelopmciit  of  advcr- 

tisiiio'  c'opy  in  a?i  effort  to  l)riii«r  out  the  various  poiids 

nieiitioMcd  ahove.  The  text  as  originally  eoniposed  was 
as  follows: 

Mueli  trouhle  is  saved  hy  paying  hills  with  eliceks. 
The  cheek  acts  as  a  receipt   for  pavmcnt. 
Put   your   money   In  the   Dime  IJank,  subject   to   check,  and 
avoid  uf,dy  disputes. 


The  material  for  a  good  advertisement  is  liere,  htit 
its  presentation  is  uninteresting.  The  advertisement 
was  re\ised  to  read  as  follows: 


You  may  SAY  you  paid  your  bill,  but  you  can't  prove  it. 

You  could  if  you  had  used  a  check. 

A  check  prevents  arnnmnents. 

Put   your  money   in   the  Dime   Bank,  subject  to   check,   and 


avoid  u<^]\  disputes. 

But  neither  in  form  nor  tone  does  this  advert 


semen  i 


vet  rise  ahove  the  e 


ommon|)Ia('e. 


It 


IS  moi'e  eonvineing 


le  seeond  ])erson 


hut 


)eini>'  reeast 


because  it  uses  the  i)ronoun  in  ti 
still  it  is  not  direct  enough.     The  form  after  I 
again  and  again  finally  took  the  form  in  whieli  it  ap- 
peared before  tiie  pul)lie. 


SUIMM  K.MEM'AllV    ADVKUTISING    A1I>S       175 


oil   (Ik 


lift 


oil  (hilii 


't 


••ilii>l 

^  oil 


o|)  (lispiitin;^ 


c-aii 


St 


V\{{)\ 


voii    paid   that    l)ill   if   von   paid    it   l)y 


Till    voiii-  iiioiuv   ill  the  Dime   |{aiik.  pav  l)_v  chuck,  and  Jivoid 


i\    (li^plltts. 


1  H'.    Siriif    car   versus   olhcr    (idvciiisii 


A    i 


t'W 


^(  IK  nil  coiisidfratioiis  uliirli  (liM'ercnliatc  hclwcTii  slrcrl 
car  :i(lvcrti.sin«;'  and  n[]\vr  kinds  ilcpeiid  not  only  upon 
th(  nature  of  the  advertising  but  upon  its  organi/ation. 
In  the  iirst  phiee,  street  ear  advertising  does  not  permit 
In  any  great  extent  the  carrying  on  of  an  advertising 
campaign  whieh  depends  upon  (hiiiy  announeenients,  or 
which  expects  hirge  returns  after  the  manner  of  the  mail 
orikr  house.  The  cost  of  the  cards  makes  the  first 
I  hod  i)rohibitivc,  while  the  Hmitations  as  to  space 
make  it  almost  impossible  to  impress  the  name  and  ad- 
dress of  the  firm  upon  the  reader  so  that  he  will  rcmem- 
h(  r  it  w  icn  he  reaches  home.  Street  car  advertising  does 
lint  have  the  (lualities  which  give  dcHnitcness  and  expan- 
sion to  periodical  advertising,  but  since  it  must  confine  its 
I'nrccfulncss  within  certain  limits,  its  cfi'ect  as  far  as  it 


III! 


1   so   it  becomes   a  valuable 

1' 


jjfies  is   very   intensive,  aiu 

sii])plemcnt  in  the  general  advertising  campaign.     Fur- 


thermore, since  it  conies  before  tlie  eyes  of  a  greater 
luimber  of  peo})lc.  as  well  as  before  the  same  jjcople  a 
j.n'cater  number  of  times,  than  do  advertisements  in 
other  mediums,  the  impression  is  still  further  strengtli- 
eiicd.  In  discussitig  this  ])()int  the  authors  of  "Modern 
Ad\  rrllsitig"  make  the  following  inlei-esting  statement: 

Str(it-car  advertisjno;  acts  on    passeiiffors  in   a  more  or  Rvss 
compiilsorv   wav.      It  can   not  he  escaped,  especially  wliorc  one 


170 


ADVl.K'nSINCr 


is  ;i  constant  d.iilv  ridi  r.     'riu'rctOrr.  it  is  a  powerful  au\ili,ii\ 
to    anv    dtlu'i'    t'oriii    nl'   a(l\  i  rt  i^in^\       N'l)    slorv    wliicli    it(]ii1ii^ 
details    ill    telllnti;   it    can,    however,   l)e  siicce^sl'ullv   i'\|)Ioit((l    in 
st  reet-cai's.      I)esci-i[)t  i\e   >[)ace   cm    he  ohtaiiuil   only    in   ni.ini 
zines  and   newspapers. 

With  r(  IVrciHc  lo  ()r;.iaiiiziili<)ii  <»!'  t!ir  Idisiiu'ss  nl' 
sli'ix'l  c'Mi'  ;i(l\  I'rtisiii;^-  in  tlic  I'liihd  Slates,  it  may  he 
said  iK'\(i'  to  !ia\(.'  been  coiit I'dUcd  cntiitly  liy  any  (mk 
au'i'til.  'V\\c  (■((.intry  is  (li\ivli(l  inht  sn-lions  iiniK  r  the 
coiilrol  ol"  (lillVrciit  ;.;j,iiils.  'I'Inis,  the  wliolc  ol'  N'lw 
l''n^laii(l  is  maiia;4(.'(l  hy  inic  I  iiii ;  tlu'  M  iddlc  Slatrs.  I  Ih- 
nois,  Indiana.  Iowa,  Miclii.uan  and  Wisconsin  arc  coii- 
irolli'd  hy  anotlifr;  tlif  Sontli.  cast  oj'  \\\v  M  ississi|)|)i.  is 
owned  l)y  still  anotlicr.  .vliilc  the  I'ai'Hic"  Slo|)e  is  <j,()\- 
erncd  hy  a  San  I-'rancisco  fii-in.  New  ^'ol•k  and  C'lii- 
cas^'o  may  hr  considered  territories  in  theniseh^s.  caeli 
of  which  is  divided  aih  no'  a  nuiiiher  <d'  a^^jcnts.  All 
the  surlai-e  cars  in  Xcw  \'ork,  inchniinj^'  the  Fil'lli 
Axi'nue  staoc  line,  ai'c  controlhd  hy  one  concern.  Tlir 
clcxalcd  roads  in  Xcw  \'ork  and  |{rt)oklyn  arc  nnder 
another  linn:  while  the  sind'ace  system  in  Hiooklvii  is 
eotdrolled  hy  still  another  company.  In  Canada,  street 
car  ad\crtisino-  is  co?iti-olled  hy  one  <')r<^anization.  the 
Canadian  Street  Car  Adxcrtisino  Company  of  Moii- 
li'cal.  Tliis  c(iMC(  rn  lias  hi-anclus  in  Toronto,  W'iniii- 
jK'«>'  and  \'ancon\  er. 

I  t;{.  I'os/tr.s  mill  /i.'iinlid  .v/':^ //.v.  ()ntiloor  adxcrtis- 
in;t  may  Ix  cai'ried  on  hy  lhr((  main  niethoils:  Poster 
work,  p;iint(d  sions,  ;nid  (lecli'ical  displays.  To  nsc 
all  the  seis  which  may  he  provided  I'or  an\  tMie  of  tliisc 
melhuds  ol'  ad\(rtisino  wouhl  f\idenil\  he  I'iir  lic\(»!i<l 
an\'    oiic     lirnis    ahili|\-     jo     linanei      the     nnderh-ikinn'. 


I  >..    lie       I  I 


o. 


•         t»  tl.*  Ill»'*l  lllll'l>       ,>IV\  tlltlllll'l  »«'  «llll'l**t  tin 

hill    ho;u'd   method    was   thai    of  a    food   coin')aiiv   wliifh 


If 


S'lTLK-MKN'rAKV    Al)\  I'.K'l'ISl.NG    AIDS        1?7 

undcTtook    a    campaign    that    cost    about    !^2.),()()()    pir 

iihiiith. 

I  14.  Iic^-iilntion  of  JuU-hoard  (ulrcrfisiuii;. — So  far  as 
tli(    l.ill-I.oanl  is  c-oticcrtit(l  \Ww  is  pii'liitps  no  dcparl- 
111,  III  of  ;i(lvcrlisin;4-  in  wliicli  .u'ood  jiidgimnt  is  so  ahso- 
hil.lv  necessary.      'I'licrc  is  nuicli  prcjudici'  a.uainst  tins 
Inrin    of    adv(  ^tisiIl.^.       Surely,    tlurc    could    lie    liltie 
-.liiHil   li>-    |)uttinu'   heforc   a    eoniniunity    a   siun    wliicli 
ui.idd  ai'oiise  oiilv   t'eijiiius  of  r<s(  nl  iiienl    in   the  iriinds 
ni  those  ulio  read  it.      The  antipathy  of  the  puhlic  may 
Im    aroused   eillicr  hy   the  style  ol'   ad\(rtlsinn'   used   or 
l.\   its  location.      So  little  have  advertisers  rcj^ardcd  the 
iVrhnos  of  communities  in  this  respect,  that  most   peo- 
ple  are   comin.u'    to   lieliexe    that    hill-hoards    should   he 
nuulated  hy  some  authority  that  will  at  least  enforce  a 
st.iudard   as   lii,uh   as   that    imjxtsed    hy    the    I'ost    OlViee 
!)(  partment  in  regulating  the  character  of  the  literature 
^^hl.•ll  goes  through  the  mail.     One  judge,  at  least,  has 
d<  (  lai'cd: 


i 

■n 


II  is  (■oiiccdrd  that  llic  pnlicc  power  is  ;Hl(i|nalf  to  nsliam 
..tlMlsivo  noises  ami  ndor^  :  tlie  -.aim'  pl-ulcelinii  lo  tjie  i\r,  :t 
■s  eonccivcii.  «<)iili!  imt  eviahli-l:  a  m  «  pi'ineiplr.  Iiiit  eari-y  a 
i-(C(»;i;ni/i,l  prinelj'le  to  fiirtli(r  api>li.'ati.ui.  A  -laniiy  liill- 
!,,,,i-,|  s(  I  ,,j)p(ixitc'  a  ni.'.irs  hoii-e  ill  a  xaeaiil  Inl  lioid'  riiiu  iipnii 
1  piil)lie  hif;-livvav,  in  a  ciiiintry  Inwii  (Irxolid  to  limm -.  i-  |ii>t 
a-  nlTensive  to  tin  immediate  re-l(lcnl,>  as  wmilil  lie  llie  inam- 
liiiaticT  nl'  a  |>i^  -l\  ^i^i^J^  I'orlli  ulVeiisivo  odors,  or  the  maiii- 
teriaiU'C  of  a  slune  lireakiiii;-  machine.  ...  It  umild  lie  a 
^iii^Miliir  re-ull  of  onr  liu-  If  r'h' f  eoiild  m.l  !:.•  liad  ii;;aiiist 
111,'  inaiiil,  nam-,  ,  hT  pnr,  Iv  ad\,rliMii--  purposes,  of  an  iiii- 
e.iitli  hllMioard  opposite  mv  lion-r.  ha\int,f  paint,,!  iip,>n  it 
yr,ites<|tie  lulvertl-,  nieiils  an,l  I,  iii^'  eoiistant  ly,  honrlv  ami 
,j..i|,.  „  ,1, ,!(.:,. ,,...)  1..  .,,•_  ••••,!■>!■!■!»  a!>(!  !i  so'ir'"''  of  Mi!nr\'  t,i  Ih" 
felines  ,if  mys,lf  ami  family — or  if  an  ,u',linanee  liaviii;  foi 
'       IV      H 


ITS 


ADVERTISING 


it>  ohjiH't  till'  >uj>prc»>inn  of  this  iiui-.;uici_'  could  not  \)v  w.claii(l 
valid. 

Iji  SOUK'  c'oiiliiieiital  ccuntrirs  this  I'ortii  of  adxcr- 
tisino-  is  iimUr  sii'icl  o()\t'niiiK'iil;il  coiiliol.  In  I'jiLi- 
laiid  llu\-  arc  slri>rio|y  (|iKsli()iiiiio-  Hr'  ri,u,id  ol'  any  owe 
sliiolr  man  or  corpoi'at ion  to  nioiioi)oli/.c'  tlic  lan(lsca|)(_' 
lircansr  lie  c-liosr  io  pay  a  I'l w  sliilliii.^s  per  annum  Inr 
its  UN!  . 

II.').  f'it:c  (if  l)ill-h(i(tril  fid:  ( liisir.-  'V\\v  otiui-  sulr 
of  tlir  irustion.  Irom  the  conuncrcial  ])oint  ol'  \ic\v,  is 
well  jMit  l)y  Mr.  Samuel  C.  l)olil)s.  prrsidcnt  of  tlir 
.\(1\  I'l'tisino'  C'Inl)  of  America,  in  a  ri'ccnt  address  \k- 
I'oiv  tlic  Mayor  and  Council  of  Los  Angeles: 

I  i-tpn-cnt  a  firm  wliicli  spiinN  nioiT  than  half  a  niillinii 
(liillai->  atiniially  in  ad\  rrl  i-ini.'.  A  lari^c  per  cciil  of  Ihl^  ap 
pi'oprial  inn  1^  >p('iil  in  xvhal  \\r  Ici'ni  iiuldoor  ad\  rrt  i>in^'.  >ii(  li 
as  hill  posting;-,  painted  ualN,  hullitins,  etc.  l\\  sonn'  the  hilh 
lioards  afc  attackrd  a>  a  miisancc.  Whicii  i^  more  un--i;;litlv. 
a  striiiL;-  of  -jilcndidh  paintid  hoai'd^  (for  wr  advcrtistrs  uon't 
have  anvthini;'  i-Im")  or  a  ;^-ro«lh  of  raid<  unds  and  piles  ot 
old  tomato  cans  and  oilur  n  I'usc  \\hi<'h  Invai'iahly  ixaaipv  \  i- 
cant  property  on  which  hill  hoards  are  usually  placed.'"  'i'lie 
hill  hoard  is  an  (  udi  ii<-e  of  thrift.  We  men  who  spriid  mom  v 
ad\ert  i-inLi'  ^pcnd  it  where  there  are  |)rosjier.ins  people,  .ind  the 
vci-\-  pn  s(  nee  of  hullelin  ho.artis  and  hill  hoards  m  a  town  is  .in 
('\  ideiH'e  ol  |iios|)(  ril  \  which  is  a  st.indm;;'  ad'.crt isenieni  '■> 
the  transiint  y,ues|  tli.at  that  touti  is  a  li\c  town.  It  hrin^s 
husincss  to  your  town.  In  l.os  Angeles  alom'  tin  concern  I 
represent  is  spiiidin^-  more  Ihan  >:'.*(>()  pi  i-  month  to  pay  lei' 
outdoor  advrrtisiti/T.  That  money  i^oes  Id  |,.iy  Ihr  hiijli-priced 
painters  .•uid  -!.i!!ei!  I)ill-postors  and  helps  mainlijn  in  vour  city 
such  a  concern  wliic-li  Is  a  credit  Io  the  town.  Instead  of  hi  ma- 
laxed as  a  niiisancf,  they  slioidd  lie  en<'oin'.i;^ed  .and  their  lin- 
niss  fosiered.  I  ••Mil  told  lli.tf  this  plan  .alone  Mpuseiit.s  .siJii.. 
thino-  like  ^'.'wO.OOO.      I.d    us   look  for  a  monient  to  .see  where 


Sri'I'LK.MHNTAKV    AI)\  KKTISINCr    AIDS       171) 


tlii>  iHOiicv  is  spent.  '!'li('\'  u^imIIn'  hiiild  tliclr  linanU  on  va- 
(  iiit  pr()])ert y,  or  uliat  is  known  as  non -prochicin;^;  ])ropirt_v. 
T:  \  jiav  iTntal  for  lliis  occupation,  wlucli  ;4'i\cn  to  vacant, 
|in>[iritv  an  added  \ahir  and  to  holders  of  the  >anK'  a  ri^uiar 
iiu  "iiR'.  'J'lie  hnilchiiL;-  of  t  hi  >e  hili  l)oard>  ;^i\'cs  cni|)Ioynienl, 
ill  a  lai'^'e  Ijoilv  of  carpenter^  .md  |iain!er>.  and  inako  proihic- 
t;\e  section'^  of  this  mlv  whua  x\onld  olheiui'^e  lie  iiitircly 
ihaiiiaid.  The  itv  oi  I.os  AnL;eli>  sp.  nd>  lhiui-and>  ol  dol- 
l.ir-  anniiallv  to  Induce  people  to  come  to  Ihis  city,  to  encou  I'a  i;!' 
iiianufactuiin;^' and  olhei'  enterprises.  Here  you  lia\e  an  eiiti  r- 
|iri-e  which  i>  more  valuable  to  you  as  a  |-e\iiuie  producer  in 
\<'ur  town  than  almost  any  manufacturing-  proj)osit!on  whicii 
MMi  could  induce  to  come  lure.  Its  clientele  are  mostly  foi-- 
_'i.  in  this  wav  l)i'ini.;ini;'  into  yoiii-  city  hundreds  of  fhou- 
-  <:hU  of  dollai's  ai'.nu/dly  fi'om  otlur  sections  of  the  I'nited 
>f.ili>  that  otlu'rwise  would  imt  come  hei'c  at  all.  I  sulinni'. 
til  vou  that  this  i)ill-i)oard  }ilanl  in  Ihis  city  is  nioi'e  vahiai)le, 
v.i>tl\  nioi'c  (ssential  to  the  commei'cial  lite  ol  I,os  An;;'eK's, 
than  anv  liank  vou  may  have  in  your  touii  or  the  largest  com- 
nii  reial  i'nterpri--e  whii'li  you  may  ha\e  here'. 

'I'liis  iimcli  li.Ms  Ii(.rn  said  in  order  tliat  tht-  adxniisri" 
im:i\  jj;\\v  diK'  considcratiitii  to  an  advcrtisino'  proposi- 
ti  ii  which  in\ol\(,'s  social  as  well  as  business  (piestions. 

I  I'i.  l)i//iciillii.s  (if  hill-lxKinl  (ulvciii.siiii:,.-  'I'he  iiiak- 
iiiy  (if  a  hi!ld)oard  ad\ crtisi  iiient  is  in  one  respect  more 
ditliciilt  than  the  \\i-ilin,o'  of  the  street  ear  ad\ertise- 
iiiuit.  People  do  not  sil  in  front  of  a  hill-hoard  as 
loiin  as  thev  do  lufoie  an  annoinieeiiient  in  a  street  eai'. 
TIk'  attention  of  the  reader  must  he  oaimd  and  the 
*«t  iry  Kiust  he  told  all  within  a  ulanee.  'I'herefore.  the 
('()])\-  iilc;!  suu'^i'stcd  fo!"  the  strict  e.:u'  <"ird  neei's  oiilv  to 
'«•  slio'litly  niodiliiil  to  iiiaki  an  ellVclive  |)osl(  r.  I'ost- 
C'l's  varv  in  si/.e  from  a  lhree-s|i((l  np  li>  a  !  w  ent  v-l'our 
stiirt.  A  slieet  ol  standard  si/.e  is  L'H  \  !■•_'  ineiu  s.  "i'iie 
'  ■  '  "f  the  sheets  vai'ies,  !he  di!Verenee  in   price  dep<  ihI- 


180 


Ai)\i:Kri>iN(i 


iiiu  upon  tlif  ixi-ddv  of  tlic  ))ii'li)rl;il  work  and  llic  luim- 
])vr  of  folors  iisid.  'I'lic  (iiiaiitity  ol  sliccis  priiilc-l  also 
has  a  htarin.u  on  llic  n>st.  'VUvvv  is  a  dill't  rcncv  of 
I'l-oin  70  pel-  c'tnl  lo  SO  per  (ri\l  liclwccii  .5,000  and 
1.000  lots. 

ll  is  salV  lo  cslimalr  IIk'  I'ost  of  covrrin^'  rilics  IVnin 
OIK'  lo  li\c  thousand  inhaliilanls  al  ahoul  S'-'.SO  per 
month.  This  will  allow  0-  lo  S-shtcl  posters  al  se\iii 
I'rnts  per  slicct. 

In  cstliualin-^-  the  amount  ol'  display  for  dillVidit 
cities  il  shouhl  h(  k<i)t  in  niind  thai  the  cily  which  i- 
coinpac-lly  huill  olTcrs  Ik  tUr  ad\rrtisin.i;-  opportuiiiti<  s 
than   the  eity   whii'h  is  seatlered  over  a  eoniparati\ely 

lar;ie  area. 

117.  ()r;:;aiii'Jiti(iii  ol  liill-j)usliii_:i  concrnis.   -\  study 
of  the  oruani/ation  of  tlu'  hill-postiii^-  industry  discloses 
an   uni(|ue  s'luation.     On   its  operatin;^   side  this  husi 
luss  is  one  of  thi'  lust  organized  of  any  of  Ihe  nietli(MU 
of  ;idvertisin-i'  in  this  e(aintry.      As  has  hetai  nienlion 
hcfore.  the  sti'eet  ear  advertising  is  dixided  ainonii'  d 
fei(  nl  companies  and  ancneies  wlTK-h  work  at   variance, 
while    the    competition    hetwiin    ma,ua/.ines    and    news- 
pa|)irs    is   notorious.       Ad\ erlisin,^    !)y   means   of   lull 
lioai'ds  is  nnili  r  the  control  oi'  an  associalioo  which  li;is 
at   its  disposal    for   this   I'.n'm  of  adxertisin^    practically 
rvcrv  cilv  and   town   in  the  Iniled  States  and  Canada 
I,,  ;,||.   the  mendurs  of  this  association.   whi<'h   nuiiil"  r 
ahont    .-{.too.    ha\.     for   sale   the   entire   l.ilhhoard    sj.air 
which  is  listed  with  the  association  and  pndeeled  h\   it. 
■riius  the  adxeriisrr  is  certain  Iha!  his  copy,  his  positniit 
.•m.j  p,  .io.i  of  .lisplay  will  !"■  provid.d  foi'  aceordine  '" 

his  CI  iid  ract . 

As  a  rule,  maiiv  aihirliscrs  do  not    place   lhc!r  iuiM- 
iHss  Ihrouidi  !!i(    advertisiu.u  agencies,  hut  ^^'wv  il  t"  'I" 


1(1 

if- 


SllMMJvMl'A'l'AK^      A  i)M:K'riSI\(i     AIDS        ISl 


nllii'ial  Milifitors  (>r  tlie  ii^soi'ialtd  hill-jiostcrs,  ol"  wliicli 
tluiv  aiv  about  I'oi-ty  in  all,  dp  lo  llic  plant  owners 
lir  nisc'lvcs.  The  lallir,  in  most  cases,  sini|)ly  attend 
1(1  their  local  Held  and  make  no  pretense  of  handling 
national  accounts. 

It  is  at  this  point  that  the  bill-posting  industry  shows 
I  he  weaknt'ss  of  its  organization.  Advertising  agencies 
|iraclieally  control  7'>  l)cr  cent  of  the  national  ad\ti-tis- 
ifj,  jtalronage,  and  with  the  exci  i)tion  of  four  agencies 
wliieh  make  a  specialty  of  hill-posting,  and  which  deal 
directly  with  the  hill-posters  in  the  \ai-ious  towns  and 
(ili(  s.  this  method  of  advertising  has  received  hut  little 
,iiil  from  the  agencies.  There  has  heen  httle  co(>pera- 
'iMi.  and  little  cenlrali/ed  etl'ort  to  jjromote  the  general 
ill! I  list  of  the  })ill-posting  industry. 

To  ivmedy  this  and,  thert'foi-e,  to  meet  the  growing 

(Miiipetition  of  the  news|)apei-,  the  magazine  and  esjje- 

'inlly  street  car  adv  ci'tising,  the  association  has  organized 

:i      promotion    hureau."      This   hiu'eau    lias    heen    gi\tn 

Mithnrity   to    foi-mulati-   ])lans   hy    A\hich    the   selling   of 

tills  particular  kind  of  adxertising  may  he  strengthened. 

It   is  tlu'ir  ])in'|)ose  to  develop  the  great   field  of  com- 

li    ■cial   adserlising   as   successfully  as  they   ha\e  that 

"Urh  pertains  to  the  theatrical  and  cii'cus  organizations. 

1  tS.   Painted  .S7-7/.S'.-  Clost'ly  allied  to  !iill-|)osting  is 

tlic  painted  sign.      Painted  adxcrtiscment s  may  he  classi- 

ti((l  as  rcgidar.  clwuu'e  and  f(niporai'y  signs.     Kegidar 

iKiintcd  siLins  arc  set   up  all  o\cr  the  country  and  ri'g- 

iilar  stands  arc  maintaued  in  Ihc  cil\-.      ("liance  |>ainted 

si'jiis  (lepend  for  their  display  on   f<nees  and  iiuildings. 

(  liaiu'c   hidlelins   are   also   chance    signs    which   (lc|)cnd 

ii|iun  the  presence  of  a  vacant   |o|   or  hiiihling  in  course 

of  enlist  ruction,  and  are.  ot   course,  more  ti'Uiporary   ii 

tlieir  nattne  than  the  reuidar  stands. 


1: 


182 


Ai)\Kurisi\(; 


If  1 


The  ])riiiie  elcincnts  wh'wh  enter  into  the  cost  nf 
]*aiiite(l  si^n  ser\  iee  are  the  r()ll()\viii<;-:  rental  of  the 
land  or  wall  space  from  the  tenant  or  owner;  the  eo^t 
of  eonstrnetion  and  maintenance  of  the  hulletin  hoard; 
cost  of  ])aintinu-  and  administrative  expenses,  sueli  as 
otiiee  rent,  yard  rent,  managers,  bookkeei)ers,  stenon- 

raj)hers,  etc. 

A  concrete  exain])le  will  show  what  jiricc  is  paid  lur 
the  advertisin<»-  service  an.l  how  the  cost  is  distributed. 
The  C'oea-C'ohi   t'omi)any  has  coidraets  in  i'oree  wliicli 
aao'vegate  about  two  million  stiuare  feet  of  si_t>n  work  in 
the   I'lnted  States  and  Canada.     The  maximum  i)ria' 
])aid  for  this  work  is  four  cents  per  scpiare  foot,  annually. 
The   work    is   distributed   amonu'   the   various   outdoor 
advertisers  wlio  control  this  kind  of  advertising  space 
in  the  different  localities.     Such  a  firm  as  Varney  and 
(ireen,  in  Los  iVn^eles,  would  divide  their  expenses  in 
earrvinu'  out  their  i)art  of  the  contract  with  the  C'nca- 
Cola  Company  as  follows:     One  cent  per  sijuare  font 
\vould  be   paid   for  their   leases:   two  cents   ])cr  scjuaiv 
foot   for  painted  si)aces:  onedialf  cent  per  s(iuare  foot 
for  administrative  expenses:  and  one-half  cent  per  s(iu;nr 
foot    would    thus   l)e   ai)plied    to    jjrolits.      The   cost   of 
bulletins  such  as  those  erected  aroiuid  a  new  buildiiiii' 
or  around  a  vacant  lot  is  twenty-five  to  fifty  cents  \nv 
running'    i'oot     jier    month.      These    jjrices    include    one 
|)aintin,u-  with  a  repainting'  at  the  end  of  six  months  on 
vcai'lv  (onlracts.      'I'he  displays  avei' i.i>'e  ten  fi't't  hiuli, 
but   some   ai'c   as   hiuii   as   fourtei'U    f<-'t.      Special    l<»c;i- 
Ikmis.  lif  coursr,  demand   special   rales  and  are  usually 
sold  ti)  the  hi.ulKst  biddei-.      Contracts  are  not  ^cncrallv 
iii;i(lc  for  less  tb;in  six  months. 


1  V.K   Ifisl.s  (if  (Klvcrlisin:^    h/i  poslrrs  or  }>//  pai 


hil 


III, 


.si^iis.      I'l'ihaps  no  division   of  ad\ crtisinu-   involves  si 


SI  rri.i:Mr.NTAiiv   ai)\  i:rtimn(t  aids 


1S3 


Miicli  risk  as  that  iH'i'tain'm.n-  to  liill-boanl  ])uI)rK'ity.  If 
pn^icTs  are  used,  llicii  llic  advertiser  rims  llie  risk  •>!' 
li,i\  in<4-  liis  si^n  destroyed  liy  wind  and  rain.  To  meet 
this  emeri^eney  extra  sheets  should  always  1)C  sent  to 
liie  loeal  bill-postinn-  aoeiR-y,  If  a  painted  sign  upon 
;i  wall  is  used  the  advertiser  inay  be  conii)elled  to  see 
liis  siun  obseured  from  ])ub]ie  view  by  the  ereetion  of  a 
II,  w  i)uildin<>-.  The  Foree  Food  Company  has  a  reeord 
,,!  havin.u'  i)aid  S-2.K)()  for  a  wall  whieh  remained  ex- 
pii^ed  lor  only  eight  weeks. 


illfl^- 


CITAPTKK  VIII 

Sri'l'I.r.MKXTARY   Al)\"i:irriSI\(i   aids    (Continu.d) 

]'){).  I'lh'ctr'ic  (idycrlisiii!/.  I'litil  twinty  years  and 
llie  cliit  r  iiuaiis  of  inakiiii^'  si_niis  atlracli\c  was  tliroui^li 
Ur-  use  ol'  ink  and  pnlnl.  Within  the  last  two  deeadrs, 
h(jwe\er,  a  new  niediiiui  has  steadily  <^'ri)wn  in  inipur- 
tanee,  until  to-day  eieelrie  advertising-  has  heeoine  a 
reeo^ni/.ed  I'aelor  in  modern  coiiiniereial  ])uhlieity. 
'i'he  fii'st  eleetric  si^n  made  its  appeai-unee  on  liruad- 
way  less  than  twenty  years  as^o. 

In  eonneetion  with  i-etail  advertising-  cleetrieity  made 
rapid  strides  from  the  l)ei>imiino-,  and  now  it  is  show- 
ini;-  its  adaptability  to  the  i)roader  iields  of  national  and 
iiilernational  ad\ertisin^-.  '!'he  eleetrie  si^ii  niakes  ati 
ai)i)ial  to  the  hnmai;  eye,  and  making-  this  appeal,  as 
it  does,  al'tt'i-  dark,  it  is  n^t  ■omj)elled  to  eompete  with 
the  manii'old  attraelions  which  ai'e  ])i'esent  durin<4-  the 
daylight.  It  is  not  dillieult,  therefore,  for  the  advertiser 
to  impress  the  name  of  his  |)roduet  and  the  name  of 
his  firm  u|)on  the  pnhlie  mind.  Althoniih  electric  ad- 
xcrtisiiiL;-  is  only  in  its  infancy,  its  ncncral  applicahility 
to  all  lilies  of  liusine.s  ])ortcnds  foi-  it  i)ossil)ilities  that 
are  yd   iindi'tamcd  of. 

1.")!,  (I'lKili.sl  (It'clricdJ  .s/f/'/.-The  hiuhest  achicvc- 
mirit  in  ehcltical  sinns  is  sei  i!  in  the  \t\ij;  display  facinu' 
Herald  S(|uarc  in  (ireati'r  \cw  ^'ork.  It  is  crectiil 
on  a  threat  steil  sti'uefin'c  si\ cntx-two  feet  liiuh  and 
;i  tiiird  of  a  city  hlock  in  Icntith.  It  represeids  a 
Koman  chariul  race  with  ohservatioii  stands  on  which 


SI  rri.i-.Au.s'iAKv  .\i)\i:irrisiN(i  aids 


IS.-, 


.w-ls 


l;!i)I1])s  ai'e  c'liecriiiijj  the  iirst  cliarioteer  to  victory. 
Aiuad  of  tlic  first  c'liui-ii)lcrr  arc  live  Koiiiau  cavalry- 
man. JJy  means  oi"  iiiij)rovc{l  electric  (lc\  ices  the  horses 
.ippear  to  be  ^'oiii^;'  at  a  I'ull  <4alloi).  their  inaiies  and 
t;uls  waviiific  in  tlie  wind.  The  wheels  also  a])i)ear  to 
ir\()l\e  rapidly  and  the  crimson  robe  of  the  first 
( liaiLoteer  floats  in  tbe  wind.  While  the  chariots  and 
ii\e  horses  are  ])lu!i<4inn'  on,  a  device  manipulates  a  light 
illiiiiiinatino-  the  rc»ad  bed  which  is  ])ainted  to  represent 
liiH  at  stretches  of  track  behind  and  ahead  of  the  racers. 
l'>\  this  continual  change  of  the  scene  the  illusion  of  an 
aftiial  race  around  the  ami)hitbcatre  is  greatly  in- 
creased. The  illusion  is  further  heightened  by  the  ap- 
|ii  arance  of  dust  rolling  up  behind  the  wheels. 

Some  idea  of  the  size  of  the  sigii  can  be  bad  from 
Mil  fact  that  the  main  chariot  and  the  horses  are  foity- 
ti\(  feot  Jong  and  twenty  feet  high.  There  are  ])osts 
nil  the  top  of  whicli  are  flaming  torches  thirty  feet  in 
li(  ight.  To  M-hat  extent  this  sign  excels  other  signs 
of  its  kind  may  be  seen  by  the  fact  that  it  contains 
III  ally  'JO, ()()()  bulbs,  while  its  nearest  competitor  does 
li  it  have  more  tluui  2.000.  It  re(iuires  (iOO  horse  j)ower 
In  generate  the  electricity  and  more  than  .300,000  feet 
t'i'  ujie  is  used  in  its  construction.  The  space  costs 
^1  •■{(»()  per  showing  for  one  year— a  ten-year  contract 
I  •  iig  conij.Milsury. 

I.V2.  Klcclricdl  shin  cosh. — Pi'ices  for  such  signs  are 

Iiiteresling,     The  Kayser  'I'ip  (ilo\e  s|)ace  at  Longacre 

"^   iiare  has  been  (pioted  at  J^l,,")!)!)  a  monlh.      'I'he  sign 

Npaee  on   to|>  ol'  the  l)uil(ling  across   the  s(piare   from 

lliittl  Astoi-  has  bien  (pioted  at  >t^l.000  per  month. 


ii... 


4l.,.      II..»,,1      1/ 


.1 


V    I  to  sell  t'or  ."l^iOO  per  month.      There  are  many  other 
■^i'.^ees  which  sell  for  from  !*<1,000.  to  $1,200.  per  month, 


IhG 


ADVKKTISING 


and  it  lias  l)een  estimated  by  a  eonipetent  aiitliority 
that  Sl\()(M),000  a  year  is  spent  in  the  vieinity  nl'  New 
\\)vk  on  sneli  si^n  spaees.  Tlie  lai'^est  si^ii  in  'I'oronlo 
is  that  of  the  Dominion  Sns|)en(ler  Company.  It  meas- 
ures 21)  I'eet  by  «U)  I'eet  and  eosts  SI, ()()()  a  yea'-,  on  a 
three  year  eontraet.  This  eost  inehides  the  ex])ense  of 
ereetion.  iiyhtinj;'  and  rejjairing.  Another  ^vell-kno\vn 
electrie  sii)'n  in  Toronto  is  that  ol"  tlie  Seothuid  W'ooh n 
Mills,  eonsistinij'  of  about  l.'JOO  lights.  The  si^ii  oii 
J.oew's  Theatre  is  -J.")  feet  by  1-'  feet.  The  eost  of 
ereeting  this  sign  was  ^l.tOO.  It  eontains  <.)()()  lamps 
and  the  expense  of  lighting  it  is  18  eents  an  hour.  It 
is  interesting  to  note  in  this  eonneetion  that  the  Hash  light 
sign  is  eheaj)er  than  the  permanent  one.  sinee  the  latter  is 
using  })o\ver  continually,  and  it  is  this  item  that  makes 
the  expense  so  high.  Kven  the  small  fractions  betwtrii 
Hashes  is  a  great  saving  of  pouer  and  tlierefore  of  cost. 

1.3.'J.  Placing-  of  electrical  si^ns. — As  an  illustration 
of  the  applicability  of  the  general  ])rineiples  of  adver- 
tising it  may  be  noted  that  electric  signs  are  ])ut  in  cer- 
tain j)laces  l)ecause  of  their  iiiHuence  ujjon  special  classes 
of  buyers.  The  famous  Ileatherbloom  sign  at  the  corner 
of  Fcjrty-second  Street  and  .Se\enth  Avenue  was  ])ut  in 
this  ])articular  |)lace  because  of  its  proximity  to  Ilain- 
merstein's  Victoria  Theatre.  During  the  buying  sea- 
sons this  theatre  becomes  a  meeting  |)Iace  for  huiuh-eds 
of  j)i-ofessional  di'y  goods  buyers,  mostly  from  out  ot 
town,  and  it  is  these  men.  and  not  the  ordinary  man  (»v 
woman  wlio  may  i)c  passing  uj)on  the  street,  that  the 
ad\(i'tiser  uishes  to  impress. 

l.Vt.  ()rij:/ini'jili(jn  of  clcclrictil  (ulx-crlislnn;. — 'I'he 
electric  ad\ crtising  business  shows  less  organization  than 
the  bill-posters  or  the  painttd  sign  advertising  Itusine^s. 
'I'liis  is  due  perhaps  lo  its  youth,     'i'here  are  no  national 


Sri'l'LKMKNTAUV    ADVEll  liSlNCi    AIDS       1H7 


solicitors  for  electric  advertising  and  there  is  no  arrange- 
iiuiit  \vl)ci-cl)y  a  national  advertiser  can  receive  inrornia- 
tioii  concerning  the  cost  of  the  disi)lay  in  certain  cities, 
unless  he  takes  the  matter  up  with  tlie  local  lirni  in  each 
( ity.  No  advertising  agency  has  interested  itself  to  a 
|)()int  where  it  can  render  the  electric  advertiser  such  aid 
;is  would  he  necessary  to  secure  a  national  ap})roi)riation. 

There  are,  in  fact,  no  data,  literature  or  statistics  on 
riectrie  'iilvertising.  So  far  the  electric  light  eoni- 
paiiies  have  heen  the  chief  factors  in  i)roinoting  this  new 
imdium  of  commercial  ])uhlicity:  for  exami)le,  The  Rice 
Klectrie  Display  Company,  of  Dayton.  Ohio,  who 
t  rected  the  "chariot  race  in  tire,"  so  well  known  to  visi- 
tors to  New  York,  have  closed  contracts  with  firms  whose 
comhined  capital  reaches  the  enormous  sum  of  Ji>.5()(),()0(),- 
()()().  Only  one  firm  in  each  line  of  husiness  is  repre- 
sdited  on  this  list,  whi-'^  is  styled  "Leaders  of  the 
World." 

l.").}.  Indoor  electrical  advcrtiftcmctits. — Electric  ad- 
\i  itisina'  is  not  exclusivelv  an  outdoor  feature.  It  may 
Ik  used  in  the  store  with  great  effect.  The  window 
advertising,  interior  decorating,  lighting  and  display 
schemes  have  heen  revolutionized  since  electricity  came 
into  general  use.  Interior  lighting  in  reality  is  a  ])art 
of  the  merchants'  advertising.  It  imparts  a  sjjirit  of 
(liirrfulness  and  makes  the  disjday  more  attractive  and 
a!)|)ealing.  It  has  heen  said  that  at  least  one-half  of 
llic  articles  sold  are  purchased  hetween  the  hours  of  five 
and  ten  in  the  evening. 

The  husiness  of  the  druggist  is  cs])ecially  adaptahle 
t"  this  form  of  electric  display.  The  testimony  of  one 
Mch  concern  located  in  the  center  of  the  husiness  dis- 
trict of  a  large  city  is  to  the  effect  that  (U)  pt-r  cent 
'  f  its  sales  are  made  after  five  o'chjck  in  the  evening. 


m 


ISS 


ADMlUriMNC 


\\'itliont  altcniptin^-  to  spcrily  all  the  various  lines  to 
MJiic'li  (.■Icrtrif  advert isiiiy  may  he  adajjtcd,  it  may  he 
said  ill  hrief  that  the  term,  eleetrie  adx  ertisiii"^',  may  he 
iiseil  to  desit^iiale  all  the  metiiods  of  atlraetiiig-  attention 
hy  the  use  of  the  eleetrie  li<>ht. 

I.jC.  House  to  house  (lisliihiitioii. — A  means  ol'  ad- 
vertising' whieh  stands  midv.ay  hetween  the  hill-hoard 
method  and  the  use  of  speeiallies  is  the  distrihution  of 
hand-hills  and  samples  of  ^oods  from  house  to  house. 
At  one  time  this  method  was  largely  eonfined  to  drii^' 
and  li(iuor  houses.  This  faet,  eomhined  with  taetless 
means  of  foreing  hand-hills,  hookjets  and  samples  into 
])rivate  homes,  io  say  nothinn-  ,,f  the  disreputahle  ehar- 
aeter  of  mueh  of  the  "literature,"  estal)lished  a  stroiii-; 
prejudiee  against  the  use  of  this  method  hy  advertisers. 
More  recently,  however,  the  makers  of  food  jtroducts, 
soaj)s,  etc.,  have  heen  emuloying  this  means  with  con- 
siderahle  success. 

l.)7.  7^/.vA',v  of  this  method. — The  use  of  this  method 
involves  two  risks  to  the  advertiser.  The  first  pertains 
to  the  getting  of  honest  distrihution.  The  second  has 
to  do  with  the  legal  liahilities  to  which  the  distrihuters 
of  sample  medicines,  etc.,  are  suhject.  To  reduce  these 
risks  as  far  as  ])ossihle,  agencies  have  grown  u])  in  the 
Fnited  States  which  assume  certain  of  these  risks  and 
guarantee  to  the  advertiser  a  satisfactory  .service  within 
Certain  territory. 

Such  an  agency  secures  the  services  of  men  as  dis- 
trihuters in  the  \arioiis  towns  and  cities  of  the  rnitcd 
States,  It  examines,  as  far  as  possihle,  the  character  of 
these  men  aiid  kee])s  a  close  record  of  their  work  through 
a  system  of  reports  to  tlu'  central  agency.  The  auency 
in  return  keeps  the  local  distrihuter  informed  as  to  anv 


Sri'l'LK.MKNTAKV    Al)\  KRTISlNd     AIDS        1 


H[) 


n,  w  k'.uislatioii  '  aH'crtiiin-  the  distrihution  of  cimilars. 
Mitdiciiic  or  (Inios.  tells  thcin  ol'  tinns  tliat  arr  likely 
to  rontraet  for  the  (listril)iiti()ii  of  eimilars  or  samples. 
,,n,l  sends  up-to-date  lists  of  relial.le  loeal  distributers  to 
|.ir<iv  advertisers,  siieh  as  the  Swift  Specilic  Company, 
riif  Kexall  C  ompany.  ete. 

'I'hc  onaranteed  local  distributer  is  oftm  ^ixcn  a 
j)r(  iVri'iiei'  when  these  c-ompanies  seek  employes  to 
ilistrionte  their  sample  or  circulars. 

i:)S.  Millidds  of  (li^ciiciis  fur  dislnhui'iou  of  IkiikI- 
/</7/.v.  The  I'oUowino-  statement  sent  1>>  one  of  the 
largest  distrihutin"'  aj^^eneies  describes  how  the  method 
is  carried  on  by  one  central  agency: 

Wu  ^ruiu-fuilet'  tlio  srrvico  of  all  (iistril)ut.rN  n'p;!>tfnil  on 
,nii-  list  to  all  advertisers  who  inay  employ  tlieiu.  and  a^ree  to 

■  Iront    (■n]n-    of    c.ird    i-'^iird    to    vnch    of    tlie    .Mnpl<'V<'->    wlicn    tliry    ixrr 
iiMkiiij.'  HANI)   TO  ADII.T  distrilnitioii  of  -,iiii|.l.s  of  MedKiiRS  or  Drugs. 

To    ciMliIov  <■■-    of    the 

WILL    A.    M(»I   TON'    Distriliutinj;-    Ajrenev. 


Yo„r   nttrntion  is  rnllod    sperificMllv    h     \hr  Ohio  .St.,tn   Law    refrrrinf:   to 
tl„.  (listril.ution  of  sM.nplrs   of   .M.dicin.'s  or   Dru;:.  as  i-rintcl  ou   th<'  back 

ot    this   card.  ,■   ,     i     .■         ,»•    m   ,i 

1„  coini)liancc   willi  tiii.   law  w.-  warn   you   to  make  .'istnhii  lo,,   oi    Med- 
icine, or   Prufrs  of  any  nature  TO  AIH T.T   I'KH.SONS  a.   lolhnv,: 

Call  on  each    fa.uily   by   froiuj:  to    th.^  door   -nost    ''-''■  .''iVl/Vr.nJlv 

wait  until  door  is  oi>ene<l.   then   hand   the  sample   to  an     \l)l   1, 1    I  I'.H.st  )N 

in  a  polite  nian.icr  uith  the  re,,u.  -t   that  'lV.'^''r.:\I  m-c  v','',!"  TrV'f r  S  x' l' 

If   no   i.erson    opens    the    door.    DO    NO  r    I   N  DKW  1  A  K  K     lO    LKW  K 

Jmpi  irmVs'inK  ok   in   lkttku   box  ou   nv  thkowinc; 

IN  Ol'KN  WINDOW. 

No    samples    arc    to    he    distrilndcd  ni  shojis,    irulls.    otliccs,    st, ,,•(■;,,    or    to 

[icciplc  on  the  street. 

15KAR    IN    MIND 

\l    ill  times  that  von  arc  suhjcl   to  .arrest,  fine  and   impris,.nmcnt    at   anv 

lime   \ou   xiolatc   ou'r   inst  ru.-l  i  ms.   .and    that    ue    uill    refu-e    to    delend    vou 

ill  any  w.i\    if  von  violate  the  law.  _       _. 

SiLnicd,    V\  Ml,    -\.    .'<i>M. :'.::., 

I'roprielor  Will  .\.  MoHon  DisI  riimtint:  Apiiey 

1010  St.  flair  A\e..  N.t'..,  Clescland.  Ohio. 


1!M) 


ADVKUTLSING 


r«iinl)ursc  advertisers  for  any  })r.)v,Mi  loss  sustaitud  throii-l, 
\iolati.)n  of  coiitrart,  uv<r\l^vm-v,  or  any  uii.satisfactf.ry  scrvio  . 
(ilia  ran  tic  holds  u-,,,,,!  „„  ;,,iy  .list  riliiitcr  as  lono-  as  he  i. 
rr-ist.  nd  on  our  -uarant.r,!  list.  I{nt.  ue  arc  not  rcsponsiM, 
("'•  onicrs  LXtciit.d  l.y  hin.  after  he  lias  luen  removed  from 
our  list. 

We  <-laini  to  puMisli  and  ;,r„,.i|-;ni!ee  the  lar^'est  list  of  n - 
lidile  e\|,(rl,n(T,|  di.st  rlhuters,  as  ours  is  an  open  ancn.v 
'''■^"'"'  '"  *l"  '"-t  iril.rrsls  of  all  advertisers.  \\\  rre.?<r„i/,. 
all  |.rn\rn  nliaMr  (list  nhutrrs.  regardless  „f  their  eonneHi.,,, 
VMth  otlier  a;;-eneies,  associations,  etc..  etc.,  as  we  reserv.'  tlir 
}>rivil,.,re  to  act  as  our  .jud-^-intnt  dictates  in  order  to  estahlisli 
.  a  ri'liahle  serviie  at    all   j)oiiits. 

.\dv.rtiMrs  deslrlno.  to  employ  distributers  listed  herein  are 
n(|U,'s|,,|  to  <'ornsp,,„,|  ,n,v,.t  ,vitli  th,.  dist rihuter.  sendinfr 
sample  .  r  m.alt.r  to  I.,'   dist  ril.ul.d.  statin-  maimer   in   which  it 

'•^    '"    '"■    ''"'"■•    ■'il'l    l-c(|Uest    price    p,  r    tl     'Usand    pieces.       Also    l,r 

sure  to  mention  that  you  were   nfernd  to  tluni   throu^'h   .Mm! 
ton-s    last.   ,.,nd    that    you    hold    th,-    .Molton    a-ency    responsible 
'■'"•    the  service.      Do   not    ship  m.dter   until   satisf.aCtory   lu.d.r- 
st.indm-   is    r.acl.:d.      If  any    complaints   ar..  nia.ie  that    matt,r 
iias    li,en    destroyed    or    wasted,    or   dislnhidcd   dilferentlv 
agreed   upon,    take   copy    of  same   and    forward    us.   and    \\  e    u 
i'nn.(diat,ly    investi;,^a t.,    and    if    foun<l    to    he    .•orrect,    «e    «;11 
pay    the  dama^re  ad    also    pulilish    fidl    facts.   «hicli    ^^\\\   cause 
all  adxertis,  rs  to  cease  placin^r  c.ntracts  v,ilh  such  distributers. 
!-'irms  employiiiM-  travelin-   distributers  «  ho  cnntract    uilh  or 
employ  loc.d  <listribut,  rs  at  (  ach  stop  slnnild  s|,pplv  th,  ir  trav- 
elin;r  npr.sentatiNe  uith  these  lists,  as  «e  ar,'  [.le,is,,i  lo  furnish 
Iheni  I.)  (;I;M:UAL  ADNKHTISI-MS  in  ...nv  .|iiantily. 

Tliese  lists  jirc  rcvi.sed  nionthlx    in  ,.r,ler  t,.   k..p   tli,iii   ii(.  to 
<!at,>.  ;tii(l  a,Iv,'rtis..rs  .should  n  f,r  to  th,    lat,st  lists  only,  wlii,li 

*•■'"  '"■  ''■"'  "I applica  loll.     Our  endorsomont  holds  o-ood  on 

all  disfrihiifers  pui.lislud  in  each  list  as  it  ,tpp-e.irs.  unless  ollier- 
uisc  stal,d  in    f /,  ^,  />„/,    Dhli'iluittr. 

-\d\,rtis,rs  are  cordially  invibd  to  c,)rr,  spoiid  uith  us  freelv 


11.11 
il 


SI  rri>i:.Mi:.\'i'Auv   Ai)vi;KTisi.\(i  aids      1!)i 

i;  ill  inattcTs  pcrtaiiiiii^^  fo  the  l)u.-.iiu.ss,  as  we  are  pKaxd  at 
,;i  timus  to  i-Liulcr  all  the  advice  and  survice  in  our  power,  and 
■f.  (■  of  expt'nse. 

\,l(lrr>s  .Main  ( )flire. 

WILL  A.  Moi/roN  DisTuinrTiNc,  a{;i:n(V. 

1010  St.  Claii-  A\e..  Cleveland,  Ohio. 


>li',('I.\L  NOTICl',  .\ll  "lio  employ  dlstillmli  in  Il^iid 
i^rwitli,  inidrr  onr  n-iiarantc  e,  will  take  notu'e  that  we  only 
_;  1  ii-antic  their  Ncrviee  t'oi"  the  town>  a>  li^tid  and  not  \'nv  eoun- 
■iK    routes   or   .iddltional    t'Trllory    they     nay   cover,   LNLESS 

<\Mi:  IS  Lisrr.i)  hi.kkin. 

We  do  luit  -i-iiarantee  that  the  luinihei-  of  pieces  mentioned  to 
.   .\.i-  distributers  is  ahsolutely  correct.      IIowe\er,  (li>.tril)uters 

,\r  in  evrry  in-tance  stated  Ihal  their  fij^aires  sui)niitie(i  are 
•  ikin  from  an  actual  can\a--  of  tluir  whole  tei-ritory.  reaclnn;,^ 
.fMrahle  classes  only.  In  the  small  towns  and  citus  a  small 
,i;intilv    ha>    In  en    added    to    place    into    farmer^'    vdiicl.'s   when 

I  \  come  into  town.  Thi-  api)lie.s  only  to  tlio  agricultural 
!»i-lriels. 

ill  C'jinada,  llif  dislrihutioii  oi'  saiiipks  is  doiu'  lar^rly 
i  \  iiulividiial  oroani/atioiis  located  in  tlir  various  towns 
Ml. I  i-itics  covcrfd.  Soiiu'  (d"  tin-  advcrtisiiio-  aocncies, 
|m\\(\{i-.  maintain  a  scrv  icr  oi"  tliis  kiiid.  Tlir  .1.  .1. 
(.ililions  C'ompatiy.  Limited,  of  Toroido  and  Montreal, 
havi'  rt))ri'sentati\es  in  various  cities  for  the  distril)ution 

of  samples. 

Circulars  and  samples  are  nrcncrally  distributed  at 
,1  cost  of  so  miicli  per  tliousand.  and  the  advertiser 
should  find  out  the  nnnilier  of  i)iires  necessary  to  cover 
a  particular  locality,  'riiere  is  a  .u'reat  tenii)talion  f(.r 
the  local  distrihiil<  r  to  (A.-ium  rat*  in  .ui"'i"M'  '''^  estimate 
•  llii-  numlier  nijinnd.  in  this  i-esp(  el  a  ci  ntral  dis- 
Irdiutinu'  aocnev  is  ocncrallv  more  to  lie  relud  upon. 
I       11   whei'c  a   lirm  s(  iids  its  own   tra\elin,u   icprescida- 


192 


ADVERTISING 


lir 


tivc  rrom  town  to  town  and  (itpiiids  upon  him  to  liir 
the  local  (hstrihulcTs,  it  is  often  wise  to  consult  ll 
j;-uarant.  d  list  ol'  some  central  division,  since  the  list 
men  are  likely  to  I'eel  their  responsihility  to  a  u'n  aU  r 
'jxtent  than  the  casual  distrii)uter  who  may  he  pickol 
u])  at  random  in  any  town.  'I'his  service  may  cost  more 
hut  it  ,U(ts  more  "nndii-  llu'  doors." 

!.)!>.  .idvcrli.siii::-    //or<///V.v.     Ad\ertisin^'    special! i-s 
are  articles  more  or   Kns  intrinsic  in   \alue   incidentally 
carrvin.n  advertiscm-  nts  of  the  men  wlio  .ui\t   them  away. 
Hecause  c\'  this  comhination  of  coinn'"rcial  value  and 
advertising-  service  in  the  same  article  some  coidusimi 
has  arisen  in  the   minds  of  hoth  the    .lanufacturer  of 
these  novelties  and  the  merchant  who  j^ives  them  away. 
This  coid'usiou,   howevii'.  may   he   in    part    removed   if 
we  tirsl  discover   from   what    point   of  \  iew   we  wish   In 
consider  the  article,      l^'nuu  the  manufacturer's  point  '•\' 
view  the  ai-ticle  is  merchandise.      l''rom  the  point  of  view 
of    the   man    who    uixcs    it    away    it    is   an    ad\(rtiMnu 
medium.      If    the    first    would    succeed    then    the    linn 
which  uses  the  specialty  as  an  advertisement  must  aKn 
succeech      If   the   manufacturer   of   the  specialty    looK^ 
upon  each  sale  as  a  closed  incident  and  does  not  follow 
it  farthei-.  he  may  soon  discoxcr  that   many  of  his  cus- 
tomei-s.  ine\p(  rietieed  in  the  hest  nu  tliod  of  usiny,'  thcv 
specialties  as  ail\  ert  isiuLi'  mediums,  will  fail.      Hence,  it 
is  muili   more  im|»oi'i.iMt    that    the  advertise-  j^xt    valii'' 
recei\((l   from   the  ad\ertisin,u'  than   it    is   for  tin-  mami- 
facturei-  of  a  specialty  to  increase   the  si/e  of  any  one 
sales  order.      Mrown  and    liiu'clow    of  St.    r.aid.   Minn., 
maintain  ;ni  information  departminl  \'<n-  the  usi   nl'  then 
customers,  that  ihi  \   max  Incrcast"  Ihe  xalueof  the  ^oods 
t  lit '\    j  ii  i  i'ci  ia '-r    iriwii    Wie    spi^cianx    n'Mise  as   fi»i*» ''i »  e>w;u 
inediums.      In    this   deparlmi  nt    men    ar  •   employed    I" 


L'l 

;ii 
fi 
ai 

.S(. 

ti 
,f 
II 
w 


tl 


ft.    I 


i 


sl'pi'li:.mi:ntauv  ADVKirrisiNCi  aids     193 


uritt  .tdvcrtiseiiitiits  and  to  siig[i;cst  methods  that  will 
in'iduce  tJR'  liest  ix'siilts  I'or  iiicrcluuits  wiio  may  have 
iiiixild  _i>()()(ls  on  their  shelves. 

H'lO.  Siiccissfiil  .sfilcs  of  (idx'trli.sinff  )iovcllics. —  Lead- 
(.is  amoii<4'  tl'.e  maiiul'aetiin'rs  of  advertising  novelties 
;iri'  thus  awakening-  to  tin  I'aet  that  their  sueerss  in  the 
future  must  depi'ud  more  upon  tlu  ir  ability  to  sell  ideas, 
Mild  plans  of  makiiiu'  thesi'  ideas  eil'eeti\t.\  than  in  the 
vljinix  of  noxclties  as  merchandise.  'I'he  lar^'e  ad\er- 
tiHPy'  a^eneies  ha\e  show.i  tlkin  the  way  and  if  they 
(Id  not  follow,  "the  specialty  man."  in  the  words  of  one 
i)\  the  leading  novelty  manufacturers,  "will  soon  be 
\\Mikin<i'  for  the  advertising  agencies,  who  will  he  tell- 
111:4  '""'  o^^'i  customers  how  to  use  oui"  own  goods.  ' 

The  advertiser  \\ho  expects  to  use  this  method  should 
if  cautioned  against  two  tendencies.  l-"irst.  e\])ending 
tl;r  wholi'  advertising  a])i)roj)riation  in  the  purchase  of 
til  specialties  and  lea\ing  nothing  to  s])ind  in  their 
ilistrihution.  .\n  advertising  campaign  of  this  kind 
■-Inidd  he  planncil  as  cai'cfully  as  any  other.  Second. 
t!;r  gift  should  nut  he  cheapened  hy  pi-omiscuous  dis- 
tiiiiution.  Iv.cry  aiticU'  should  count  in  the  creating 
"f  new  onsiness. 

ill  niilliiiing  an  ad\(  it  isinii  plan  of  this  kind  the  tirst 
ijiiest!oii  is,  W'jiat  kind  of  spt  cialty  is  hest  '  In  answer, 
it  fiiav  he  said,  u'cncrallv,  .oiiiclliinL!  that  is  useful  tn  the 
iHopIc  whom  the  firm  wislns  to  ser\ c.  Hanks  often 
Use  such  articles  as  ])oeket  hooks  or  hill  folds.  A  liiiu 
serving  a  farming  community  should  distrihute  sonie- 
tliiiig  useful  upon  a  farm.  If  the  lii'm  \\as  si!uat((l  in 
:i  lumhcr  region,  a  lumherman's  hand  hddk  would  he 
!icceptnl)le.     In  fact,  there  is  no  end  to  a  list   of  this 


I.  (^itlcndnrft. — Th 


^ton 


\\  Iiiell 


a  1  Mica 


Is     t. 


u 


IV    i;t 


w 


i 


lf)i 


ADVERTISING 


,i?cncral  trade  may  use  a  spcc-ialty  uliicli  meets  a  general 
\varit.  It  is  tor  tliis  reason  that  the  ealeiidar  has  hc- 
c'ome  so  pop.dar  as  a  oift.  The  use  of  this  medi.nn 
has  oTo-.vn  to  ,sneh  an  cxtcnl  that  it  deserves  special 
consideration.  There  are  tu..  kinds  of  calrruhirs,  those 
lor  the  home  and  those  lor  the  olliee.  Little  need  hf 
said  in  deserihino-  tlKui.  The  hnnu  calendar  mav  he 
gotten  up  ,n  rlahoratc^  coh.rcd  .(IVcts.  uhilc  the  hnsincss 
calendar  shonid  l.r  p!ai„  ;,nd  of  a  si/.c  convcrnent  lur 
"Hice  use.  A  stndy  ot  the  IoI|..m  „,-  ..pinion  given  hv  a 
"''".  of  innch  experience  will  he  helpful  in  deciding  die 
calendar  i)r()])()sition: 


We  li.tv(^  hunificd 


^t('i)  (1( 


M-oin  >lr|)  to  M,'[)  (louii  III,.  ciiriKiar  pnip,, 
sitioM   UMtil  it  svnns  as  t|,„u-l>   w^  hnsv  ,■,.„„■  ;,t    ha.t  h,  ■,  I,,'  ,1 
snIutH,n-a    plain,    ta.ty    Uu  <-al,.,:,lar,    a     n-ood     j„b    o„ 

craftMn.u.   Imos  m  itl,  pk-asi,  ..    ,i]\.  f.  ,,lain,  sin,,,],   yet   fornl.lc 

'■'■■■"'"•-  "'■■'^^■■'■-   ""*   t "•"•I'<   P''i'l  as   ia-;,-..  as  consistent  ulfh 

caien.iar,  uiM,  i\^uvr.  |ar-r  an<!  plain  runw^U  U,  l„.  sren  a,Tn.> 
the    rooni,   and   eael,   eneloMd    in    a    s,,„a>v,    .-ivino-   an.ple    rnon, 
for  the  luHisewile  t„  k. .,,  nn'nnt,  >  of  I„  ,•  ameer's  l,i||,  „nlk  Inll 
etc.,  and  tin.  farm,  r  his  t..>(s,  u.  I;;l,ls  an.l  future  hills  reeeivahlo 
<lue  dat.s.      (Jive  vyvry  <'alrn.Iar  man   wlu.  arrives  at   your  dr^k 
n  e.nnf.lete  description  of  ul.af   you   re,,,,;,-,,  md  ask  Iiiin  to  for- 
ward .samples.     It  is  an  easy  and  .  nV.tiv.  .llsn.issal  an.l  alfonN 
nn   excellent    tin.,    from    which    to   cimosc.      .\f    iirsi    y,,,,   n.i.d.t 
inia-ine  that  your  calendar  tro,i!,les  were  „ow  over  foV  the  y.^iir 
but  experience  has  ta.,;rht   us  that    it   ,s  no  small   la>k   to"  sue- 
ccssfully  got   your  uares  before  an  appreciative  public.     Again 
I'X'.'I  .nnditions  must  Rovern.     \\-,    hire  two  bright  and  reliahlo 
boys  to  distribute  the  calendars  from  house  to  bou.se  in  the  city 
.mpressins:   them   with   the   fact    thnf   they   must,   gentlemanry.' 
dehyer  one  calen.lar   to   every    fan.ilv   in    the   citv.      Kach  mail 
box  upon  every   rural  route  leading  from  the  city   is  supplied 

'"  "^"^.^  rni:;;T;y  morchanf  and  creamery  has  his 

iH.tulle  of  calendars  stamped  by  his  compliments,  an  ...ficer  p 


sriTLi-:.Mi:,\'r.\Hv   ai)\  i:Hrisi\G  aids     19.5 

Miif>  OIK'  Ml  Dirsoii  to  i\t'ry  i!U>lmss  house  and  extra  effort  is 
!<!>■  to  place  one  in  every  lo.i^'^in',^  caiiij),  school  (listrict  and 
r\.n  huntin^f  camp  in  (lie  country.  Tliin^rs  of  this  kind  seen 
III  (lut-of-way  and  une\j)ectetl  i)laces  make  a  ^n'oater  im{)re.vsi()n 
;  III  wlien  met  alon--  the  nrchnaiy  walks  of  existence.  We 
I  ue  heen  follow  in^^r  tliis  j)Iaii  for  a  numix  r  of  years  and  find 
■  it  the  demand  increases  each  yiar.  Tlir  pedple  have  come 
ti)  expect  and  depend  upor,  our  yearly  calendar,  and  ri  f)ay 
11^  for  our  time  and  expense  hy  unconsciously  havinn-  hurried 
'  i"'n  ilu'ir  minds  our  name  and  ad  hy  kcepin^^  the  calendar 
I'luji,  rly  torn  from  danuary  lo  Decemiier. 

Twenty  years  ao'o  there  was  one  firm  nianufaetur- 
inu  calendars  I'or  advertisin*^  jjurposes.  To-dav  there 
in  a  thousand  important  firms,  besides  many  smaller 
liiuises.  engaged  in  this  husiness.  While  the  business 
li'nie  l)y  the  one  firn)  two  deeades  ago  amounted  to  a 
h  "  thousand  dollars  a  year.  Ameriean  business  houses 
ill  I'MO  spent  about  i^'JO.OOO.OOO  in  giving  nwav  ealen- 
iliM-s.  It  is  estimated  that  the  calendar  houses  have  at 
I'.is!  three  thousand  ti'axchng  salesiiHii. 

I''-.  Firms  iis'ni;^  cdlciuhn-  (iiircrllscinnils.  'Vhv 
ureal  branches  of  business  thai  are  using  calendars 
\\'iiil(|  j)robably  rank,  as  to  the  numbers  used,  in  the 
h'llnwing  rder  l-'irst  eomes  the  insurance  company. 
'•ii'  firm  alone  recently  spent  '^.'jO.OOO  in  this  direction. 
Next  are  the  railroads,  and  in  this  connection  it  is  said 
'iii'  Mr.  TIarrimati  was  a  great  believer  in  calendar 
'I'lvertising,  spending  yearly  thousands  of  dollars  in  this 
^y  '  After  the  railroads  come  the  banks,  and  next  to 
'''"iM  are  tlie  retail  merchants.  Some  firms  not  onlv 
S\'v  away  calendars  but  advc  rtise  the  fact  that  tliey  have 
tlieiii  f)  give  nwny.  Armour  Packing  rom])anv  an- 
nnnnced  one  of  their  calendars  through  the  Safunlnij 
f^ioiing  Pout. 


196 


ADNERTISLNG 


^fany  companies  making  calciulars  contract  with 
artists  oy  the  year  for  their  wliole  output.  Jn  addi- 
tion to  tlie  t^oods  made  in  the  Cniteil  States  manv  tiriiis 
imj)ort  yearly  I'rom  (iermany  millions  of  "'shells'  to  In- 
made  into  calendars.  Some  of  these  calendars  cost  the 
advertiser  2.")  cents  and  n))\vard  apiece.  The  orcal  hulk 
of  the  calcnfhir  sales  is  made  ahout  January  first,  the 
mannfaeturirs  takin<.';  orders  twiive  months  ahead  sn 
that  liny  may  have  somethino-  dfiinite  u])on  which  lo 
reckon  in  making'  and  ordci'inn-  siip|)lies  from  aliroad. 

1  <■).•}.  h\ffi'(iivciic.ss  of  tlic  calendar  adx-crtisniu'iil. 
The  \alue  of  the  calendai-  as  an  advertisino-  jnedinin  is 
based  upon  the  accumulalive  elfect  that  its  continiud 
presence  ])ro(luces  ui)on  the  minds  of  a  few  persons, 
rather  than  upon  a  single  impression  made  upon  .urcat 
numhers  of  observers.  The  makers  of  calendars  reasdii 
thus:  Our  calendar  advertisement  will  he  read  h\  at 
least  fi\c  proplf  a  day.  'i'he  noi-mal  life  of  a  calciular 
heino  one  year,  it  is  further  reckoned  that  1.82.5  impres- 
sions will  he  made  durinj^r  this  time.  At  that  rate  the 
adxcrtisemcnt  on  1. ()()(>  calendars  «ill  he  read  1,H-J,).0(MI 
linus  din-inn-  the  year.  The  cuu;  dative  effect  will, 
thei'efons  he  oreat.  C"onsiderini>-  that  the  average  I'ost 
of  an  art  calendar  is  IC.  cents  each  v<'ar.  or  Sl<'><»  a 
thousand,  this  form  of  ad\  ci'tising  t-ompares  \(  rv  {';\\nr- 
ahly  with  other  publicity  mediums,  l-'urthcrmorc.  it 
U'ets  a  i)rcfcrred  |)osition.  since  it  is  placed  u|)oii  a 
man's  desk  or  on  the  wall  of  his  oilice  or  iioinc.  "l?iit 
for  the  calendar."'  says  the  noxelty  manufacturer,  "yoii 
could  not  iihtain  this  space  for  lo\ c  nor  monev." 

Kit.   ///o//n-.v.— lilottcrs  are  probaltly  used  in  orealir 
numbers  than  any  othrr  otie  form  of  noxeltv  advertis- 


'^• 


i- 


■  »  1 11.1 1 '^  1  in  \  ,11  <   iiM  (I  11  PI)  atioooani  i\'.      .  V  n  nounii 
flic  blotter  is  a  verv  ehe.-tp  method  of  advertising    <'()(iil 


sriM'i.i::\u;.\'r.\Kv  Ai)M;i{Tisi\G  aids     107 


liid.Hiiieiit  slioiild  l)e  shown  in  .sfkctiiin-  an  a[)])r()i)ri:itc 
liiim  and  inscription  by  which  the  lirni  oi-  the  -^oods  are 
aiiiinuneed.  An  advertiser  wlio  shows  [)oor  taste  in 
tiiis  resi)ect  will  get  poor  results.  It  is  not  his  i)ur- 
p(i>c  to  leave  a  had  impression  upon  the  minds  of  those 
u!n.  use  the  blotter  and  see  his  advertisement  day  al'ter 
day.  To  get  the  best  aeeurnulative  results  the  blotter 
I  shnnld  be  (hstributed  at  least  once  a  month  to  all  the 
(iistomers  ..nd  to  all  the  business  houses  in  his  locality. 
It  i>  well  to  have  some  variety  iti  the  amiouncement. 
I'lil  ^ll()rt.  terse,  sharp  arguments  should  not  be  departed 
iV.iiii.  If  the  blotter  goes  into  the  ollice  the  argument 
MiMiild  be  made  to  appeal  not  alone  to  the  head  of  the 
li"ii^<',  but  to  the  otHce  force  as  well. 

iti.-).  House  oriiv///.— About  the  iirst  record,  accord- 
ing to  Harry  (iriit'e  in  Advcrtisiu'j;  and  Silliiiii,  we 
lia\<()f  the  house  organ  is  j'ound  in  the  year  IHCi).  One 
enterprising  merchant  in  Paris  in  an  effort  to  surpass 
III"'  rivals  and  regain  interest  in  his  wares  conceived  the 
I'l'  a  of  getting  out  and  sending  to  his  customers  regu- 
larly a  j)ublication  containing  items  interesting  to  them, 
•i'l'l  at  the  same  time  advertising  his  goods.  .Sinci'  that 
tunc  the  number  of  such  ])ublications  has  constantly 
I'lcrcnscd,  until  to-day  there  .are  being  i)rinted  at  le:ist 
■■I'd  lionsc  organs  of  the  better  class  and  the  number 
is  rnpidly  growing.  .Some  of  these  house  organs  havi' 
'H'M-mons  circulations,  one  i)ubIicalio!i  in  the  Tnifed 
Stiitcs,  issued  l)y  the  Metropolitan  ],ife  Fnsiu-ancc  Com- 
pany. lia\  ing  an  average  circulation  of  .').()(>(). 000  copies, 
house   organ,    c.-dltd    the    Mtlm/iolihin.   conta'ns 


Tl 


us 


ii'""it  .sixteen  'pages  and  is  issued  six  times  a  year.      It 
is  iK.w  in  its  twcnfv-sixtli  \r»lnme. 

l"'*!.   J'tirictics  of  !ii)u\c  ori^v/z/.v.  -House  organs  mav 
'"■  classed    into   several   divisions:     1.   Those   reachinu 


198 


ai)Vi;ktisi.\g 


dealers.  2.  Those  reaching  consumers.  .3.  Those  reach- 
ing brancli  (jillees,  agents  or  employes.  Probably  the 
most  fruit I'nl  field  has  been  the  one  appealing  to  thi, 
dealer.  The  (le\elopnient  of  the  house  organ  has  bcm 
due  to  a  I'ecling  that  a  newspaper  or  a  maga/inedid  imt 
ort'er  opportunity  enough  I'or  a  thorough  exploitation 
of  all  the  good  points  in  the  article  advertised.  And 
again,  in  the  general  medium,  each  advertisement  niur,t 
lose  mucii  distinctiveness  because  of  the  numerous  other 
advertisements  with  which  it  is  associated.  The  house 
oigan  enables  the  advertiser  to  tell  his  slory  completelv 
and  in  detail,  and  to  illustrate  his  product,  while  at  the 
same  time  the  advertisement  gets  that  benefit  which 
comes  from  direct  association  with  editorial  matter  of 
a  magazine  quality.  A])pearing  regularly  it  has  also  a 
cunndative  ett'ect  in  influencing  the  dealer  as  does  calen- 
dar advertising,  and,  going  as  it  does  to  the  desk  of  the 
business  man  directly  interested  in  tiie  ])roduets  adver- 
tised, puts  the  announcements  at  the  right  s])ot  at  the 
right  time. 

I<i7.  ^[(iJiitiii-  tlw  house  or^iaii. —  If  a  mamifacturer 
would  produce  a  really  go( d  house  organ  he  must  take 
great  care  in  its  i)reparation.  It  is  now  generally  con- 
ceded that  the  characfer  of  its  contents  should  tend 
toward  that  which  iducatt  s  the  dealer  or  the  consumer  in 
those  |)oints  which  will  had  to  greatei-  pi'ofits  and  larpr 
succi'ss.  ;nid  it  must  do  this  in  a  way  that  will  both 
t  ntci'tain  and  educate  its  reader. 

Some  editors  of  house  organs,  like  the  editors  of  tra(h' 
journals,  ti'y  to  make  a  paper  fi-om  the  clipj)ings  of 
otlur  papers,  by  joke  columns,  childish  ])u//les,  i)ii'- 
tures.  etc.  'i'hey  attempt  to  lid  s|)ace  whicli  jjcrhaps 
would  have  been  jnoi'c  cH'cclixc  bad  it  been  left  utiustil. 
A  good  house  organ  should  l)f  illustrated,  well  jirinted 


SUl'rM:.Mr,NTAllV    ADVi:RTISI.\(i    AIDS       109 


and  the  advertising  matter  should  not  overbalance  the 
ituding  matter. 

An  advertiser  before  he  begins  the  publication  of  a 
liiiiise  organ  should  consider  well  his  own  ability,  or  his 
(ijjportunitics  of  obtaining  an  editor  who  vdi\  main- 
tain a  high  standard  of  reading  matter  combined  with 
stiaight-from-the-shonlder  business  arg-unents  that  are 
necessary  to  make  the  house  organ  a  success. 

The  question  often  arises,  shall  the  house  organ  use 
'ontside"  advertising  matter?  The  answer  to  this 
veins  obvious,  since  the  basic  idea  of  the  house  organ  is 
til  accentuate  the  individuality  of  the  concern  using  it. 
I'.very  outside  advertisement  detracts  from  this  funda- 
liirntal  i)urpose,  and  the  house  organ  loses  its  chief  char- 
acteristic and  becomes  more  of  a  general  magazine  or 
tiade  pa})er  than  a  house  organ. 

1(;8.  J^aliic  mid  cost  of  .such  mediums. — In  deter- 
mining the  value  of  the  house  organ  as  an  advertising 
iiudium  ])ublishcrs  are  quite  unanimous  in  saying  that 
this  is  one  of  the  most  effective  forms  they  use.  Mr. 
(Iriefe  quotes  one  lirm  as  saying  that  it  was  able  in  one 
year  to  trace  sales  amounting  to  $18,000  to  its  house 
oruan. 

The  cost  of  the  smaller  house  organ  is  not  large  if  it 
is  used  in  echtions  of  lO.OOO  co])ies  or  more.  On  this 
iiasis  an  eight-i)age  paper,  0  X  9,  can  be  written,  illus- 
;ratcd  and  i)rinted  for  about  $-J00.  If  SlOO  is  added 
I'nr  |)().slage  u  <1  $'_'.*)  lor  addressing  and  wrapi)ing,  the 
(•list  ])er  copy  will  be  not  more  than  .'U  cents.  Every 
niunth  for  a  vear.  a  prospective  customer  can  I)e  reached 
ngularly  and  I'orcibjy  with  adxcrtising  matter  at  the 
<(iinj)aratively  small  cost  of  40  cents. 

Where  the  house  organ  is  of  small  form,  considerable 
i\|Kiise  can   often  lie  saved  by  printing  two   issues  at 


I 


«^ 


m. 


200 


Ai)\i:irr!si\G 


one  time.  This  reduces  the  cost  of  the  press  work  hy 
running  a  full  form  of  twenty-four  or  thirty-two  pages 
at  one  time  and  tiien  cutting  the  sheet  in  two. 

A  proper  consideration  of  what  constitutes  tlie  con- 
tents of  the  house  organ  wouhl  take  a  volume  in  itself. 
SulHce  it,  therefore,  to  iiint  at  the  pitjieies  j)ursue(i  hv 
some  of  our  most  successful  houses.  They  conduct  their 
puhlieations  on  the  hroadest  lines,  making  no  direct 
attemi)t  to  ])roduee  sales.  Kducational  work  is  under- 
taken hy  teaching  dealers  and  tl.eir  eiei-ks  l)etter  })usiii(-> 
methods,  and  hy  advocating  a  higher  standard  of  per- 
sonal efliciency.  In  order  to  gain  the  personal  intenst 
of  certain  readers  some  houses  maintain  advertisino' 
cohmms  for  ])ositions  wanted,  husiness  op|)ortunitie,s. 
etc.  Other  houses  make  a  si)eeialty  of  writing  up  sales 
arguments  and  other  suggestions  to  he  used  with  a  gen- 
eral campaign  for  the  local  advertiser.  This  would  in- 
clude illustrations  of  goods  in  use  and  of  window  and 
store  displays. 

A\'here  two  or  more  different  lines  of  trade  are  to  he 
reached  it  is  hetter  to  devote  a  small  house  organ  h) 
each,  rather  than  to  try  to  make  one  puhlication  serve 
these  various  interests.  Where  the  one  issue  method  is 
followed  much  of  the  reading  matter  can  have  hut  little 
interest  for  a  large  part  of  its  readers.  For  example,  a 
firm  dealing  with  architects,  i)lumhers  and  roofers  <'ets 
l)etter  results-  if  three  house  org;ms  are  used,  each  ap- 
])ealing  to  a  separate  constituency,  than  if  one  house 
organ  of  a  com|)osite  ty|)e  is  used. 

l(>i».  Boolhts  null  folder.^.- A  discussion  of  all  fin 
features  which  pertain  to  the  hooklet  is  not  shorten((i 
l)ecause  the  suhject  under  consideration  is  a  little  hook 
juul  riot  a  large  one.     The  advertiser  has  adopted  tlie 


I 


little  hook  rather  than  the  1 


irge  one  hecausc  it  is  more 


ST'rrr.i:.Mi:\T.\i{v  Ai)vi',irrisi\(i  aids     ^201 


Mill 


table  for  his  busiiitss.  Jlut  all  the  problems  ol'  eoiii- 
[H^Mtioii,  printing,  etc.,  that  pertain  to  the  kirger  book, 
;i|)ply  here  also. 

All  the  reasons,  psyeh()lo<4ieal  or  otherwise,  meii- 
ti 'lied  in  a  previous  eha|)ter,  ap])ly  with  the  same  i'oree 
ill  (letermining  the  eontents,  dimensions  and  proportions 
oi  a  booklet.  ]{en'arding-  the  size  from  the  business 
ii.au's  point  of  view,  one  author  says: 

I  venture  to  suy  tin:  vast  majority  of  booklets  that  have  lieeii 
tlniiuu  away  will  he  found  to  ]ia\e  had  lar^rc  pa^^es  and  there- 
t"ie  no  place  could  I)e  found  aI)out  a  hu-iiiess  man's  dok,  in 
"liiVh  they  could  fall.  'J'lnie  and  aoai,,  I  l,,.,ve  heard  hu>iness 
inui  connnent  on  the  l)eauty  of  typouraphv  of  the  folder  or 
l.noklet,  hut  they  say  they  should  he  smaller.  A  L.rne  Ijooklet 
lu^  ahout  a.  desk  until  it  eventually  oets  in  the  way,  when  it  is 
iii"pped  into  the  waste  basket  or  p'.it  away  in  a  bookcase  or  a 
cli  lu.r  Mliere  it  soon  ceases  to  have  tliat  ever  [)resent  familiarity 
.i!:d  opportunity  to  do  business  that  goes  with  a  place  on  a 
mail's  desk. 

170.  She  and  filtupc  of  hooJdc'ts.—Miiny  books  to- 
day which  liave  comljined  artistic  (juahty  with  coni- 
11.'  icial  success  are  j)ublished  in  the  size  six  inches  lontr 
by  lour  indies  wide,  and  about  three-fourths  of  an  inch 
tliick.  Tliis  size  seems  to  meet  with  nencral  ajjproval, 
and  hence  meets  the  demands  of  the  advertiser  for  a 
maximum  return  in  response  to  this  api)eal.  It  would 
M'  111  from  this  that  odd  or  extraordinary  shapes  would 
as  a  rule  be  barred.  Little  booklets  in  the  shajje  of 
lulls  or  <l()llar  marks  are  considered  by  many  business 
iiK  M  as  an  exj)ressi()n  of  bad  taste.  They  say  it  adver- 
tises the  cleverness  of  the  advirtisino'  manager  rather 
tliaii  the  nature  or  (piality  of  the  firm's  goods.  If  such 
IS  the  rase  tlwjn  <uc]\  nn  o/lv/.i-i  !c;..,v  ...,.,i;,,..>  r..:i..  :.,  u^ 
purpose. 

A  booklet  in  order  to  he  Imi)ressive  should  ai)pcal  to 


202 


ADVr.UTlSING 


Ml 


'3lBM 


ir 


the  reader  as  a  candid  statement  of  faels,  namelv,  that 
it  is  an  ad\  ertisin«>"  method  and  that  the  advertiser  wauls 
the  reader  to  trade  with  him.  It  makes  n<>  (Hd'ereiuo 
Avhether  tlie  reader  is  ahxady  a  enstomer,  or  whether  he 
is  one  who  has  simply  e.\j)ressed  an  interest  in  your  he  .1- 
ness;  or  whether  he  is  at  the  time  entirelv  ignorant  of 
your  existence.  Kach  reader,  whether  lie  be  a  custoniir 
or  not,  is  open  to  the  ajjproach  of  com])etinfy  firms,  and 
alth(ju<>h  the  advertiser  may  ha\e  estahhshed  trade  con- 
nections M  ith  one  of  them,  nevertheless,  he  may  be  taken 
awav  bv  the  comi)etitor  who  has  first  gained  his  attention 

»        *  J  cry 

by  tlie  stronger  appeal  in  the  make-up  of  his  booklets  or 
folder. 

171.  ^i  successful  example. — ITow  a  high  grade  of 
■work  may  gain  the  interest  of  an  indifferent  firm  is  wdl 
illustrated  in  an  instance  told  ])y  K.  St.  K'mio  I^ewis  in 
his  book  "I'inancial  ^Vihertising."     The  >-  il  Casii 

Kegister  Com])any  on  one  occasion  desired  to  pn  ^o 

a  selected  few  among  the  most  prominent  merchant  of 
tliis  country  an'l  France  an  argument  relative  to  their 
department  store  cash  register.  A  booklet  v.-as  pre- 
])ared  to  meet  the  special  conditions,  one  of  which  was 
that  the  advertising  man  reach  the  head  of  the  firm. 
Folders  and  advertising  in  })ersonal  letters  had  failed 
and  so  it  was  decided  to  make  a  book  that  would  b<^  so 
cosily  in  i)rinting.  binding  and  general  make-up  that  a 
man  would  inevital)ly  be  di'awn  into  a  consideration  of 
its  contents.  i\ceordi,,gly,  a  1)0()klet  was  designed,  en- 
closed in  a  hand-sewed  pig  skin  ti-aveling  l)ag,  of  the 
latest  London  design  and  workiiianship.  In  all,  it  cn>t 
more  than  .%")(),  but  it  reached  the  head  ofTice  and  accom- 
plished its  purpose.  Of  course,  this  was  a  device  to 
meet  an  extraordinai'v  ease,  but  it  shows  in  a  measure 
what  the  advertising  strategist  may  do  when  circum- 
stances demand  it. 


CITAPTKR  IX 


PROIJI.K.M  Ol-    Till-:   UKTAII.F.R 

172.  Bciailcr  and  manufacturer. — The  two  irre- 
(liR'l)le  t'ufturs  in  Ihc  industrial  world  arc  the  onsunitT 
and  the  iiianiifaeturer.  The  f'linetions  of  these  two  are 
aI)S()lutely  essential  to  coniniereial  liiV'.  Tluit  each 
nii^dit  have  the  advantage  that  conies  from  speciali/a- 
tion.  certain  features  pertaining  to  the  (leh\e.\'  of  tlie 
goods  hy  the  manufacturer  on  the  one  hand,  and  the 
starch  for  j)urchasahle  goods  l)y  the  consumer  on  the 
other,  were  turned  over  to  men  who  could  devote  their 
whole  time  to  these  duties.  Accordingly,  there  grew 
up  one  set  of  middlemen  ^hose  interests  were  closly  as- 
sociated with  the  manufacturer,  since  they  sought  to  find 
outlets  for  his  Avares.  Another  class  of  intermediaries 
likewise  arose,  hut  their  interests  were  closely  allied  to 
those  of  the  consumer,  as  they  hecame  specialists  in  the 
selecting  of  goods  suitahle  for  their  respective  conu  'U- 
nitics.  Although  the  term  middlemen  has  attached  it- 
self to  the  first  of  these  groujis,  the  wholesalers  and  joh- 
lii-rs,  yet  so  far  as  function  is  concerned  the  retailers  are 
also  middlemen. 

IT-'J.  Poiar  of  mUliJlcman. — So  long  as  the  whole- 
salers fulfilled  t'>eir  mission  and  thus  removed  a  hiirden 
from  the  shoulders  of  the  })roduce",  they  were  encour- 
aged and  aided  hv  the  latter.  Manv  causes,  however, 
Irtided  to  so  increase  the  midd'''man's  power  that  manu- 
laeturers  felt  tlieir  economi.  rosition  growing  weaker 
and  weaker.     Having  many  competing  manufacturer? 


aH 


/# 


201. 


Al)\  l.iMlSING 


if- 


from  wlioin  to  choose  tiuii-  slocks,  ainl  often  lmviii>r  af- 
ti\-,(l  llicir  own  name  or  trade  mark  to  tlie  "^-oods,  the 
unknown  nianufaelurer  was  sometimes  kft  dependent 
upon  the  jm'd(h(, man's  wishes,  wliich  meant  that  tli<- 
maiuifaelurrr  had  to  mei-t  tlie  priees  uliieh  the  whok - 
salers  set  for  liim.  The  killer  knew  the  market  and  the 
consumers,  and  the  manufaeturer  did  not. 

Had  Ihi'  means  of  oainino'  pnhjic-ity  ahvays  remained 
as  crude  as  they  were  uruler  the  early  coruh'tions  whieli 
^•ave  rise  to  llic  michlknuurs  position,  tlie  manut':;eturer 
woukl  prohahly  ha\e  fouii'^  it  necessary  to  still  aeeept 
his  depenik'nt  situation.  I5ut  ])rintinn'  and  the  |)rcss 
wliieh  hrouL,ht  poIii.''al  freedom  also  hecame  the  means 
hy  which  the  producer  was  ahk-  to  make  known  his  ex- 
istence a?id  lo  push  his  ckums  directly  Ixfore  tlie  con- 
sumer. IJy  niiiuis  of  advert isinn-,  therefore,  the  manu- 
I'at-tm'er  is  ^ainin.u-  his  independeiKc.  The  joithcr  is 
ha\n),n'  Iiis  activities  i'(sir'-t  or  lie  is  hcino-  eliminated 
alt<)<;-ether.  This  docs  not  mean  that  the  function  of 
the  johhcr  is  not  as  essential  as  e\  i  r.  hut  the  manufac- 
turer is  dircetinn'  the  distrihiition  himself.  The  manu- 
facturer has  not  none  directly  'u  most  cases  to  the  linal 
consumer,  hut  ha  heen  content  to  supply  the  retailer 
yet,  as  we  shall  see,  he  has  no'  tlioroiiLihlv  solved  the 
j)r()hlcm     •'  untrammcled  (lislriltutioti. 

Vtt.  (  ioscr  /•(  hi/ioii  of  iiKiiiiij'inhircr  (iitd  roiisiimcr. — 
I'l-om  till-  cotisumi  rs"  point  of  \  iew  there  is  a  move- 
ment, still  ii!  lis  infancy,  which  is  drawin;^-  them  into  a 
closer  and  moie  dji.ct  iclali.Mi  with  the  mamifaetnrcr. 
Consumers  can  now  ^-o  aronnd  Ihe  local  n  tailev  and 
purchase  from  Ihe  mail-order  house,  or  lhroi|nh  co- 
operative store  can  huy  directly  from  the  manufac- 
turer ur  j(»i  .  SoiDf  of  ihcsc  institutions  lake  the 
whole  produc      f  r    ♦•   ii  manufacturers.     St)  far  as  the 


TROUT, T.:\I   OF  THE  Rl' lAILKR 


20.' 


manufacturer  is  coiUTriud  this  method  does  not  (hffer 
inueh  from  the  dislrihuliou  of  goods  Ihi'ounii  the  ^\•hole- 
saler,  I)ut  it  is  a  method  affeetiii<^-  the  eonsumer  aud 
^hnvH  that  the  attack  upon  the  mi(hl!emen,  wholesalers 
and  rehiilers,  is  jfroeecdinuj  from  two  sides — from  the 
side  of  the  demand  for  goods  as  well  as  from  the  side 
of  tjie  su])|)ly. 

As  it  is  natui'al  to  expect,  tlic  retail  stores  arc  not  less 
strciuioiis  in  tluir  denunciation  of  this  consumers'  move- 
ment than  the  .johlurs  luive  heen  in  their  attempts  to 
force  the  manufacturers  to  deal  tlirough  tluiii.  The  fol- 
louiug  resolution  adoj»ted  ])y  the  IJeiail  (irocers  and 
(General  ^Merchants'  ^Vssociation  of  .Minnesota  at  their 
convention  of  ](»!(),  expresses  the  general  feeling  of  the 
retail  store  against  the  "catalogue  house"  and  the  con- 
sumers' attemjjt  to  huy  directly  from  tlu  manufacturer. 

U'hcrcas,  it  is  well  known  tlwit  soino  of  the  Twin  City  whole- 
sale 'louses,  as  well  as  some  Chicafjo  dry  pfoofls  houses,  are 
luakiiifT  n,  practice  of  sellinnr  in  catfilo^ie  houses,  while  the 
majority  ,iic  I()\al  to  the  ext.iit  of  coiifitiinff  their  sales  to 
Kf,'itiinato  retailers  exclusively;  theret'on  .  Ii,    it 

Resolved,  hy  this  association,  that  we  herehy  most  emphatic- 
ally protest  apiinst  said  ])ractice  and  urfre  that  the  ni.tiihers 
of  this  association  express  their  disapproval  in  a  iiirunu  r  that 
will  if  persisted  in  tend  in  time  to  correct  it. 

17.").  Oppos'ilinn  in  mnil  order  hnunca. — A\m\  again, 
the  National  Associatio?i  of  K(  tail  (iroccrs'  at  Spring- 
fii  Id.  Illinois,  adopted  a  resolution  condcnming  as  un- 
liir  the  selling  of  goods  to  a  catalogue  mail  order  hniise 
!'\  a  jobber,  broker  or  manufacturer,  or  ai^vnt  who  at 
the  same  time  sought  an  ouljel  fnr  his  -roods  throii-di  the 

lit  a  Me  I'.         AcCOrdiuLl'    to    the    r<'S'i!ul  !(>!>..    !l>e    !-;!M!h'f«5    gj-g 

t'»  give  their  loyal  support   to  all  manufacturers,  etc., 


lii 


'&} 


'»' 


rz";-;! 


^20() 


Ai)\  i:K'risiN(i 


1 

I 


1  I    Ifi 

'  Hi. 


\\li()  protect  the  ixutil  iiierclKUit.s  by  rei'niining  fn^ni  sell- 
ing' to  such  institutions. 

In  C';ui;i(la,  tlie  iclnil  niei'cliants  associations  h;  c  not 
yet  adopted  any  such  risolniion.  'I'hey  have,  however, 
(hscnssed  aetixcly  the  ])i'ohlein  ol"  ])i'e\c'nti!ig  the  mail 
order  houses  i'roni  nnderseijinj^'  retail  stoi'cs.  They  liaxc 
protested  that  this  is  unfair  to  the  retailer.  ^V  recent 
ease  was  that  of  a  lar<i,e  nianufacturrr  of  a  avcII  known 
food  product,  ^\ho  refused  to  sell  to  an  inijiortant  mail 
order  house  heeause  tlu'  latter  cut  the  |)rice.  The  mail 
order  coneei'n  then  secured  a  supply  from  the  C'hica<^() 
hi'atich  of  ihe  m.anufacturer,  hut  w  as  e\  entually  also  cut 
off  in  this  (jiiai'ter.  'i'he  maniifaciurer  found  it  expedi- 
ent to  reeonrii/.c  the  complaint  of  tlu'  retail  associations 
and  succeeded  in  foi'cin;^'  tlu'  mail  oi'der  house  to  sell  at 
the  {)uhlished  price. 

'I'Ik- meniiiers  of  IIh'  Retail  Merchants'  Association  in 
Canada  are  pi  I'liiitted  Ihrou.u'h  their  charter  to  decide  in 
a  hody  that  they  will  not  ]>urchase  jj:oods  from  any  par- 
ticular firni  which  is  nnfaii-  to  them.  This  charier  has 
.Mssist(d  in  prevcnlinn'  wholesale  grocers  from  selling  t" 
cerlain  co-operali\c  stoi'es  ujion  whom  (he  assoeiat  inn 
does  mil  look  with  faxor.  Tliiy  simjily  r(  fuse  lo  Imy 
fi'om  any  wholesaler  who  sells  to  such  a  sloi'e.  This  ac- 
tion would  he  a  xiolation  of  the  ("omhines  .\ct  without 
the  express  permission  gi\iii  to  the  association  in  r 
charter. 

\()  attempt  will  he  made  to  descrihe  the  situation  as 
it  exists  over  the  whole  field  of  distrihution.  This  sec- 
tion of  the  industri;d  \">()rld  i-.  rapidly  undergoing?  a 
iforgani/.ation.  It  is  our  purpose  simply  to  indit'ate  the 
tt' w  alignment  of  llii  main  faelois  in  order  to  show  more 
clearl\-    the  dii-tctlon    from   which   How    the  forces  that 


PH()m,i;.M  or    rm:  ui:taili:ii 


207 


,  m 


control,  or  .slit)iil(l  control,  the  policies  of  national  as 
.■11  as  local  advertisers. 

\\'e  should  note,  then,  that  the  retail  incrcliaiit  is 
;inta<ronistic  to  tiie  catalogue  mail  order  house.  lie  is 
likewise  opjwsed  to  the  nianuraetiirer  or  wholesaler  who 
M  lis  direct  to  the  consuiner.  Tiie  jnhhcrs,  other  niiddle- 
iiicn,  are  ti^^litint;-  the  attempts  of  the  maMiil'actnrers  to 
!;■(  round  them  and  deal  directly  with  the  retailer  or 
ciMisiMner. 

The  maimraclin-er,  in  his  attempt  to  free  himseli"  from 
the  control  of  the  wholesalers,  tried  not  to  antagonize 
tli(  III  more  than  wa  necessary.  Therefore,  in  the  early 
st;i,i>res  of  this  movement  a  common  policy  was  ohserved 
Iiy  nearly  all  concerns.  'IMic  manufacturer  stimulated 
orders  directly  from  the  retailers  hy  his  advertising,  hut 
these  were  filled  throu<>h  the  johher.  Finally,  some 
nianufacturers.  fcelln<>-  fhey  were  stron«.r  enough  to  deal 
(linrtiy  with  the  retailer,  I  roke  all  connections  Avith  the 
,iolil)ers.  The  mamifaeturer  sooii  found,  however,  that 
lie  had  simj)ly  transferred  his  dei)endeiice  upon  one  mid- 
dleman to  another. 

The  mamifacturci'  in  his  altempi  to  induce  the  dealer 
to  handle  his  j^oods  often  made  his  ad\  erlisii;^'  appeal 
ilircctly  to  the  consumers  win-.  Iiy  their  deniands  upon 
the  local  merchant  compelled  him  fo  stock  up  with  the 
advertised  wares.  This  kind  of  a<l\('rtisin^-  had  two 
etlVcts.  Tt  not  oidy  stimulated  a  demand,  hut  it  tended 
to  standardize  the  price  and  estahlish  a  valuahle  trade 
name. 

170.  Iiitiiihrs  use  siih.siifiifinti. — Many  dealers  at 
njicr  took  advantage  of  this  ;md  hejr;ni  to  ort'er  custom- 

PFS    Suhst  itlltcS    of     OOOrcr    ilMMliU-       MV-iI      1,.l>.f        'Vol.wllwurT 

r-. 

,111st  ns  -rood"'  ;it  a  lower  j)riee,   hut   upon  tiie  sale  of 


208 


ADVKHTISTVrr 


whu'h  tiny  could  make  a  greater  pro"*  than  upon  11,^ 
advertised  <>()()ds. 

This  pr.ictice  <  le  retailers  threatened  to  canse  seri- 
ous iiipiiv  to  the  'wliole  piihheity  method,  and  tliiis 
forced  ilic  .-idvertisers  into  a  new  eam])aign  of  adver- 
tisiny'  in  order  to  teach  the  j)nhhe  to  (hseriminate  wlui! 
askint;-  for  _u,'oods.  Tliat  this  suhstitution  evil  has  not 
entirely  (lisa|)peare(l  is  evident  from  the  eantions,  "he- 
ware  of  imitations,"  "see  that  every  ho\  hears  our  sii^- 
natin-e,"  etc..  etc..  that  appi'ar  on  nearly  every  well- 
advertised  article;  hni  it  is  no  lon/^cr  considered  the 
most  serions  ])i'ohleiii  to  he  nut  hy  the  manufacturer 
The  most  (lillieult  (luestioii  now  hefore  the  national  ad- 
vertiser is  how  to  maintain  prices. 

177.  Mfuiiifacfnnr  (in<}  /ir/rc  ciifliufi;  hif  rctnilcn. 
— The  dealer  hy  his  actions  has  a<iain  forced  the  genernl 
advertiser  into  an  aggressi\e  attitude. 

The   niannt'aeturei-   has   approached   this   (piestion   in 
three  main   ways:    (I)    Hy   means  of  an   api)tal   to  tl . 
retailers'  feelings  of  commercial  honoi-;   ("J)  hy  forciii<f 
the   retailers   to   sign   a   contract;    (;J)    hy   edueation.il 
means. 

'I'he  principle  upon  which  tlie  personal  appeal 
nuthod  is  hased  is  that  there  ai'e  few  men  who  would 
athnit  that  they  are  wilfully  dishonest  or  that  tin  :r 
spoken  word  cannot  he  iclied  u|)on.  In  carrying  "nl 
tills  method  the  salcsinan  is  instructed  as  soo!i  as  he 
closes  with  a  dealer  for  the  iniiial  ord(  r.  to  set  foi-th  Hi* 
policy  of  his  house,  which  insists  upon  strict  jirice  main- 
tenance, aiid  ♦')  ask  the  di  •••lev  point  hlaidc  to  pledge  his 
liojior  not  to  cut  |)rices.  Xo  evasive  answer  is  accc])ti<i, 
such  as  "this  house  has  never  heen  a  price  cutter."  and 
the  like.  Only  a  "yes"  or  "no"  answer  can  tie  taken. 
If  "no"   is  given  as  an   answer  the  method   of  attack 


pnoBii'M   or  Tin:   in-.TAir.KK 


209 


luiploycd  l)y  a  sithsmaii  would  lie  soiiiclhiny  like  this: 
"Will,  .Mr.  DcaKi".  I  am  soiTy  you  can  not  see  it  the 
\\;iy  \\c  do.  and  iiali/.f  tlial  if  is  lo  yoni-  ad\  aiila^c  not 
t(i  cut  i,'i-icis.  hut  '\\  y(»ii  pcrsi.l  in  your  ril'iisal  I  aui 
uiiiii"^'  lo  ask  you  not  io  oi-dcr  any  o|'  our  ^oods.  In 
Mi.it  event,  we  do  not  want  your  oi'dei-  and  you  I'eaMy  do 
ii'il  want  our  _<4()ods.  I'or  if  you  he<4an  euttin^.  all  your 
eumpelitors  would  lia\e  to  do  [\\v  same  thin;^'  and  there 
\\(in!d  he  no  end  to  it.  \'()u  an  selling-  enou<4h  ^'oods 
;l^  it  is.  u|)on  which  you  are  not  meeting  selling  expenses, 
orareeveii  losing  money." 

'I'he  testimony  ol'  a  ctriain  soa])  concern  is  tliat  for 
iiKiny  years  since  this  mitliod  was  first  adopted,  not  one 
(kaler  has  failed  to  accept  the  conditions  imposed  by  the 
tiriii  MJieti  the  matter  has  heen  presented  to  him  on  this 
]'i  rsonal  basis. 

178.  licquircinculs  of  nuUiod  of  personal  appcaL — 
'I'liis  method  of  personal  ap])eal  re^cjnires  the  selling  con- 
cern to  keep  a  close  watch  on  the  retailer  and  ])v  ready 
to  give  instant  attention  and  aid  to  those  other  firms 
"ho  must  meet  the  competition  of  the  price-cutting 
M  tailcr. 

'I'he  above-mentioned  soap  house  meets  a  condition  of 
this  kind  by  asking  the  faithful  dealer  as  soon  as  he 
'ii^'ovei's  a  competitor  cutting  his  price  to  telegraph  the 
fiMii  at  its  e\|)ense.  A  salesman  is  .sent  iuuncdiately  to 
(If.ii  with  the  case.  If  the  dealer  admits  that  he  has  cut 
prices  no  eomj)ronnse  whatever  is  made,  unless.  perhaj)s, 
lie  is  permitted  to  renew  bis  personal  pledge  to  main- 
tain prices  in  the  future. 

^ome  firms  have  great  faith  in  this  rnanner  of  apj)eal- 

]nM'  l,>  (1,,.  ,l...il,...' r  I _        Ai       I'         I     ..     ••»-_■» 

.     .    -   .-}-v!:..t     ..•.     i,,;,,v;i .        ^'-ii.    i    imiiv   ii.    iiul- 

nian  in  Priiilcrs'  Ink  says: 

C-TV— U 


'»' 


210 


ADVKirriSING 


In  till-  inn  Ic^'al  ;i;;'C  wlu'n  lawyers  in  p;riin  Ii.utalions  and 
saf(s  loadrd  with  jiarchinoiits  lioarin<;  dniilily-w  itiu'sscd  si^^jni- 
turcs  arc  so  ri-((iui'i't  Iv  re  lird  u|)oii  to  pu-li  tlirou^li  price  |)ri)- 
teclioii  and  otlii  r  .saji  .s  policies,  it  ^ccins  as  if  llie  liarkiii;:^  hark 
to  tiir  ('niidaiiiiiital,  |)ersoiial  and  moral  appeal  is  both  better 
!)UNiii(>>  and  more  aj^reeahle  and  o])timislic.  U  is  certainly  true 
that  a  better  feelini;  nnist  exist  hetween  a  n  lail(T  and  a  niami- 
faoturer  wlio^c  relations  ai'e  jitit  on  (lie  plane  of  pure  loyally 
and  lioiioi',  tli.iii  between  the  nianufactunr  who  liandcuil'j  u  :ii- 
crs  with  stet     thain.s  of  h^al  doeunieiits. 

The  second  imdliod  by  \\liicli  the  alert  manufacturer 
has  been  accustomed  to  eslahhsli  stronger  control  over 
his  prices  is  hy  means  oi'  a  conlraet.  This  contract  was 
generally  comhined  with  some  kind  of  ])enalty  })lan  of 
price  ])rotecti()n.  The  etrectiveness  with  which  the 
terms  of  the  contrat't  ennld  be  enforced  has  depended 
largely  u])on  whether  the  company  has  a  legal  })ateiit 
nionoi)oly  or  no^. 

170.  Where  (I  c())!!j)(iii//  Juts  h'fj;al  monopohj. — In  the 
United  States  the  manufacturers  of  goods  covered  hy 
letters  patent  lune  always  contended  that  they  were 
empowered  to  regulate  th''  pi'iee  at  which  their  good 
may  be  sold  by  virtue  of  the  j);dent  law  which  gives  tn 
the  patentee  and  his  legal  rej)resentative  the  exclusive 
control  of  the  patented  article  for  a  term  of  seventeen 
years.  A\'hether  this  exclusive  control,  however,  ex- 
tended to  the  right  of  controlling  the  prices  at  which  the 
articles  were  sold  by  jobbei-s  or  dealers  has  been  the 
sub  |eet  of  eoiisidf  rable  ditterence  of  opinion.  'IMie  (jiies- 
tion  s(>('Tns  to  li;i\('  been  (h cidcd  io  the  ;itbrniati\ c  hv 
several  court  decisions.  One  o|'  the  most  notable  is 
that  which  was  i-end( n  d  in  the  case  of  John  D.  I'arks 
iV  Son  C'ompan\'  \  s.  iiarman.  I.)8,  i'cderai  •Jk  n 
reads  in  part  as  follows: 


rUOBLKM    OF    Tin:    RETAILER 


211 


.\itifl(\s  made  uiuk  r  padiits  may  he  tliu  sui)jcct  of  contnicts 
liy  wliuh  their  use  and  price  in  sub-sales  may  be  controlled  bv 
the  j)atentee,  and  thai  micIi  {•oiilraels,  if  otiierwi.se  valid,  arc 
ml  \Mtliin  the  terms  of  the  Act  of  ( 'onffrcss  .against  re>traint 
■  f  trade  or  of  Interstate  Commerce  or  of  the  rules  of  the 
(oiiimon  law  a<:t;iinst  monopolies  and  restraint  of  trade.  This 
In  well  settled,  but : 

Th(-  [)ate;it  grants  lhi>  rMMusivc  ri,i;lit  to  make  and  to  sell. 
Ti  .■  patentee  may  n'l-.uit,  if  he  \\\]\,  an  unrestricted  n<;-ht  to 
make,  to  sell  or  use  tlie  device  tiiihodyin;^'  hi-  invent  inn  or  mav 
'^r.ad  oidy  a  restricted  ri^ht  in  (Ither  the  field  of  makin<r, 
iisin^-,  or  selling  to  the  extent  that  he  restricts  these  separa!)le 
rights. 

'i'he  article  is  not  released  from  the  domain  of  the  {)atent, 
;i!k1  anyone  who  violad's  the  ri'st rict ion  imposed  i>v  the 
patentee,  with  notices,  is  an  infrino-cr. 

Similar  dwisions  have  been  rendered  in  otlier  eases 
:i!mI  even  more  deeisive  jndninent  in  favor  of  the 
iKilenteehas  been  handed  down  hy  theKn<,disli  Courts. 

The  situation,  however,  is  still  unsettled  and  is  suh- 
j'l  to  further  adjudieation.  Jn  the  \\'altham  vs. 
Kirne  case  a  Fedeial  (h'striet  eourt  ruled  that  the 
V>altham  Watch  Company  could  not  eni'orce  a  con- 
f!;i.  t  ,r)tered  into  with  them  hy  Charles  Keen(\  in  which 
tile  latter  h;"'  hound  himself  to  re^yard  the  price  a^ree- 
nient. 

IHO.  (\,w panics  iaih(t}it  pnloit  monopolies.  There 
^  lio  (juestion,  iiowever.  fiiat  thi'  manufactunM-  of  an 
unpatented  article  can  not  enforce  any  contract  or 
ii«:!vcnient  hy  whieji  he  seeks  to  fix  the  prices  at  which 
I'iM'crs  or  dealers  veil  his  w.Mrcs.  His  pi'cscni  status 
'^  .idmirahly  stated  in  Thomas  I'crnlcy's  hook  on 
I'rice  Maintenance." 

Bnt  under  cxi.sting  conditions  n  manufacturer  of  unpatented 
""■'-   wlio  i,s  engaged  in   Interstate  Commerci'   and   desires   to 


•II 


2i: 


Ai)\  i:iirisiN(i 


lit 


i 


u 


itlL 


m 


cdutrol  tl'c  I'rf.iil  [•rico  of  siicli  ^ooils  must  jirorrcfl  with  cir- 
(■uin>[)ccli<  ti.  I{_v  otaliliNlimjj;  the  rrlatioii  of  princi[)al  and 
an'ciit  hctwi'cii  liiiiiMlf  aiul  tli()>c  \\  ho  {Ustriliute  liis  product, 
he  can,  witlilii  proji'i'  liiiiital ions,  exercise  the  desirrd  contiul 
over  the  .seHini;-  price  of  his  o(i(<d>,  ("oniun'i'cial  lawyers  liavu 
dlsplavcd  iiiiicii  in^^ciiiiit  V  m  di  umii;^  con--iLi;iinR'iit  contracU 
wlierehy  I  lie  relation  of  principal  and  a^'ent  or  bailor  and 
liailee  i>  pre>ir\e(l  without  lai'^'ely  depart  iiii;'  from  llie  ummI 
procedure  of  outright  sale.  It  seems  quite  within  the  rariije 
of  possiliility  tliat  a  feasihle  selliiiLi,'  system  of  this  sort  iiiinlit 
he  devisi'd.  hut  if  not,  the  neuiufacturt'r  may  still  have  his 
counsel  consider  a  system  whert'hy,  \\itliout  any  liahility  to 
ohserve  the  manufacturer's  annoimci'd  re-sale  j)rices,  the  mer- 
chant who  docs  so  shall  be  rewarded  by  a  "ift  or  allowance  at 
stated  periods,  which  fjift  or  allowance  sliall  he  withheld  from 
those  who  do  not  (>i)si  rve  tlic  manufacturer's  re-sale  }>i'icis,  (ir 
the  mamifaetMrer  mav  adopt  the  somewhat  innocuous  plan 
of  ^ixiiiLi,'  an  express  warranty  on  each  article  of  his  manufao- 
tiii'i — the  same  to  bi'  conditioned  upon  the  purchase  of  tln' 
article  at  the  authorized  price  and  to  l)e  noii-elTi  ctive  if  pur- 
chased from  oflier  than  a  re^^ul.ir  dealer  at  otlur  than  tlie 
authorized   price. 

Hut  what  is  ri'.illv  neeiird  is  a  federal  law  which  \\  ill  ;4'ivi" 
the  luamifaetunr  of  iinpatentid  articles  the  rii;ht  to  control 
their  retail  price  as  lonjt^  as  he  docs  not  conHict  with  o''  r 
manufacturers 

Siicli  .siil)trrrii<j:('s  (\vc  always  opvn  to  U'oal  (|iicstinn 
ai)(l  ai'i'  iinsatisractoi-y  iti  the  cxlrciiR'.  'V\\v  dilViciilty 
scciiis  to  ai'isc  out  of  tlu'  popuhir  |)rriii(li('e  ao'ainst  price 
coiitro!.  .\s  a  iiialtcr  of  fact,  il  Ijccoiik'S  evident  on 
reflection  that  eoiitro!  of  i-etail  |)ri('es  is  the  only  means 
of  assnrinu'  stability  and  fairness  to  all  concerned. 

In  Canada.  Iliere  has  ne\  (  r  het  n  .1  t(  i  ease  as  \o 
the  leo;i]j(\-  of  price  niaintenanee  IfoweVvT,  when 
J.id^^e  I-'aleonhriderc  in   llllO  rendifcd  his  judirnicnt  in 


rii()jJLi:.M  or  the  j{i:tailkr 


213 


;';i\i)r  of  the  Wholesale  (Jroeers"  (Jiiild,  lie  expressed 
tin-  ()])inion  thai  the  iiiaiuit'eturer  had  the  riyht  to  tix  the 
price  of  a  j)atente(l  artiele.  ^V  iiuni))er  of  nianufaeturers 
li;i\e  fixed  their  priees  to  the  retailers  and  apparently 
this  eomes  within  the  law.  Some  e\en  Hx  their  prices 
to  the  consniner  and  have  heen  suceessfully  doing  this 
for  sevei'al  years.  Canadian  nianiifaetui'ers  who  main- 
tain fixed  prices  to  the  retail  trade  usually  retjuest  the 
uliolesale  dealer  to  sign  a  contract.  A  form  in  commcjn 
iiM'  follows: 


Approved  by  the  trade. 
Form  of 
MANUFACTI^REirs  Sl.LLIXG  CONTRACT 

III  (luj)lic'atL'  lu'twim  .loliii  Doc  ,V  Co..  .M.uiufjiotuA  rs. 
Of  the  City  of And 

of  till' of 

Wll()l>s;ilii-s. 

///  ('mi.s'iih'nition  of  John  Doo  &  Comj)any,  placing  us  on  their 
JoIjIhts'  List  for  the  purcliase  of  their   products,  namely.... 

we  a<rroe  with  the  said  John 

l)w  k  Company,  not  to  sell  or  allow  any  one  in  our  employ  to 
nil,  directly  or  indirectly,  to  any  one,  either  wholesaler  or  rc- 
t.uKr,  In-  u<i,('nts  or  otherwise,  any  of  the  above  products  of 
the  said  John  Doe  iS:  Com]),uiy,  whether  now  in  stock  or  owned 
by  us,  or  to  he  acquired  after  the  date  hereof,  wheresoever  or 
liow'oevcr  ohtained,  at  less  than  the  stipulated  prices  and  terms 
11  fiiice  from  time  to  time  as  per  j)rice  list  to  he  issued  l)v  the  said 
•'"In  Doe  .*(:  Com{)any,  a  copy  of  the  current  list  of  which  is  at- 
'   I  I  '  li  hel-rto. 

lliis  clause  aNo  means  that  we  sliall  not  have  given  casli  or 
fTidil  notes,  discounts,  rebates,  or  other  henefifs  upon  sales 
^»-mI-  or  to  he  made  of  such  products,  or  shall  not  have  o-Iven  or 
"iilil  at  a  nductlon  or  houu.ht  at  an  advimcc  ofh.er  iruods  in  c(>!<- 
Mtleration  of  sales  of  the  product-  .iforcNaid  whidi  would  in  any 
«ay  \iulate  or  icduee  the  selling  prices. 


214  x\1)V1;RTISING 

'I'he  price  ]i>t  now  in  force,  called  Xuinhcr  One,  it  is  under- 
stood and  agreed,  may,  from  time  tu  time  durincr  the  continuii- 
tion  of  this  agrccmont  he  chan/^nd,  or  otlier  prices  cstahli.shed 
by  mailing  them  or  otherwise  notifying  them  to  us. 

We  further  agree  not  to  sell  or  otherwise  supply  the  sali! 
products  of  the  said  .John  Doe  X:  Company,  to  any  person  or 
company  who  has  violated  their  agreement  with  the  said  John 
Doe  k  Company,  iiftcr  having  received  notice  from  the  said  Juliii 
Doc  &  Company  that  such  violation  has  taken  place. 

We  also  agree  to  advise  our  salesmen  of  tlie  terms  of  this  con- 
tract. 

We  further  agree  tliat  wlien  called  upon  we  shall  give  un- 
conditionally to  the  said  John  Doe  &  Company,  a  declaration 
sworn  to  by  any  member  of  our  firm,  or  '  •  any  one  in  our  cni- 
})loy  designated  by  the  manufacturers  of  tiie  aforesaid  products, 
covering  the  details  of  any  sale  of  goods  in  such  terms  as  mav 
be  required  by  tiieni  where  an  actual  or  supposed  violation  has 
occurred. 

Failing  to  give  this  declaration  -vro  agrco  to  pay  to  the  said 
John  Doe  k  Company,  the  sum  of  Fifty  Dollars  ($50.00)  as 
liquidated  damages  for  failure  to  comply  with  the  terms  of  this 
agreement. 

Wholesaler. 

Date   

In  Co7isi(h  ration  of  the  signing  of  the  above  selling  contract, 
we  agree  with  the  signer  thereof  that  all  sales  made  by  us  to 
the  retail  trade  will  be  at  the  same  price  and  on  tlic  same  terms 
as  set  forth  in  above  contract  or  in  accordance  with  any  suhsc- 
(}Ui'nt  prici'  list. 

We  agree  that  we  will  Invoice  goods  to  the  said  si'^'iier  at  lUir 
regular  prices  to  the  retail  tratle  and,  if  satisfied  that  the  iernis 
of  said  agreement  have  been  failhfuhy  observed  ami  nerfoniuHl, 

we  will  give  to  the  said  signer per  cent  commission 

or  discount  as  arranged  between  us. 

\\\    fuillur   agree  that    ulieii   call.l   upon,   where   reasonable 


:^.. 


i'K()iu,i:.\i   OF  Tin:   ]{r/i'AiLi":R 


ns 


_;r(iinui>  ;ire  slirwii  to  (■\l>t,  that  our  li>t  i)rlc('  and  trnns  liave 
liecr.  violated,  that  we  will  insist,  upon  uiHclavits  to  cover  the 
alleged  ofilVnfe  heing  completed,  and  that  in  no  instance  will  we 
(lUulue,  directly  or  indirectly,  the  source  of  our  information 
i~  to  said  alle;4('d  violation. 

We  agree  that  wIm  n  called  upon  we  shall  ^  ve  to  the  said 
wholesale  house  a  declaration  sworn  to  hy  any  member  of  our 
(inn  or  hy  .any  one  in  our  employ  covering  the  details  t."  any 
side  in  such  terms  as  may  be  requireil  where  an  actual  or  sup- 
posed violatI(jn  has  occurred. 

Failing  to  give  this  declaration  we  agree  to  pay  to  the  said 
uholesale  Iioum'  the  sum  of  Fifty  Dollars  (.$50.00)  as  li()uiiluted 
ilaiiiages  for  failure  to  comply  with  the  terms  of  this  agreement. 

JOHN  DOE  &  COMPANY,  Manufacturers. 
Date 

{Whulcsdhr — Khidh/  adyise  travelers  of  this  contract.) 

Frequently  iiulividiial  nieiiibei-s  of  \vholesale  firms  are 
asked  to  sion  itulividual  eontraets  and  oeeasioiially  tlie 
wholesaler's  travelers  are  asked  to  sign  forms  of  deelara- 
tioii.  If  a  manufaeturer  suspeets  that  a  traveler  of  a 
wholesale  house  is  selling  to  retailers  under  the  fixed 
iuiee,  lie  ean  demand  that  the  salesman's  declaration  be 
iilled  out  and  s\vorn  to.  If  the  traveler  refuses,  it  is 
taken  as  evidence  of  guilt  and  the  Ayholesale  house  may 
lie  cut  ofi"  from  receiving  further  sujjplies.  If  there 
seems  to  he  sufiieient  evidence  to  justify  ati  action,  the 
luamirMcturer  may  pi'ocecd  auaiust  the  firm  at  fault  un- 
der "The  Secret  Commissions  Act"  passed  hy  the  Do- 
minion (;<)\ernment  in  1"M)U  to  prevent  the  giving  of 
secret  commissions,  rebates  and  other  i)rice  cutting  in- 
(IncciiK.nts.  Soccial  fomis  of  drclarations  similar  to 
that  (juoted  above  are  signed  by  firm  members  and  trav- 
elers. 


216 


Ai)M;irrisi.\(; 


ISl.  Coiilrticl  prohihitiii'j;  Irddhiii;  stamps,  etc.— 
KidianI  Iliidiml  of  \cu  Wn-k  City,  maker  of  jh..,-. 
fiiinery  and  toilt  I  artic-lcs.  luis  never  advertised  tlirou<.|i 
the  o-eneral  niediuiiis.  As  a  conseciuenee.  lie  must  r^Iy 
upon  a  strongly  worded  contract  with  the  dealer  in 
order  to  maintain   his  prices.     In   those  states  of  the 


n 


1 » 


Ifi 


TO 

RICHARD  HUDNUT 

115-117  EAST  29th  STREET 
NEW  YORK  CITY 

In  consideration  of  the  discount  of  1  2  ' .  '  ,  deducted  from  your  whole- 
sale  list  prices  ^^.^  the  undersigned  agree  that,  so  long  as  J^  deal  in  your 
Perfumery  and  Toilet  Articles  or  other  preparations.  J^  will  not  on  any 
occasion  resell  to  consumers  at  prices  less  than  the  retail  schedule  printed  in 
your  current  Price  List,  a  copy  of  which  is  in  ^  Possession,  nor  will  J^ 
give  any  article  of  value  or  trading  stamps  or  make  any  other  concession  fo! 
the  purpose  of  reducing  the  retail  selling  prices  aforesaid. 

^^  furthermore  agree  not  to  supply  said  feoods  to  jobbers  or  other 
dealers  except  at  your  full  schedule  of  retail  selling  prices. 

furthermore  agree  to  forfeit  your  semi-annual   bonus  discount  of 


We 


lOSo  as  a  penalty  for  breach  of  the  foregoing  conditions  of  sale. 
Signature. 


Town 


Date 


State 


ORIGINAL  to   l,e  sent   to  Ricli.rd   Mudnut. 


liiion,  such  as  Texas  for  instance,  where  such  a  con- 
tract uould  he  void,  the  sifruino-  of  jt  would  liave  no 
more  force  than  a  tendency  1.,  increase  the  effect  of  the 
moral  ohllo^ation.  The  exjierience  of  the  firm  shows 
that  ujieiv  one  (icaler  cuts  prices  another  who  is  on  the 
alert  will  rejiort   the  case  to  Ihe  New  York  firm.      ^Ir. 


riiUBLLM    Ur     Tlii:    Ul,i'.\Ii.KH 


217 


Iliidiiut  Iiaiulks  siicli  cases  with  lirniiKss  and  dispatcli. 
A  Savu!iiKili  IX'',  I'l-  who  was  riportcd  to  him  as  cutting 
prircs  was  iiiiiiir(hatLdy  visilnl  hy  a  salesman  with  in- 
structions to  hiiy  hack  all  th.c  remaining  stock  on  hand, 
vdiicli  he  (lid.  The  contract,  which  is  shown  on  page 
-i'i  aiul  is  filled  out  in  duplicate  to  he  retained  hy  the 
dealer,  is  a  good  e\amj)K'  of  this  form  of  price  control. 

lS-2.  J(Ii-crtisi)i^-  advice  for  rctdilcy. — The  industrial 
woild  has  always  showed  a  disposition  to  condenm  the 
activities  of  the  middlemen.  IJeing  neither  tlie  con- 
suiiier  nor  maker  of  the  goods  which  he  handles,  man- 
kind has  found  it  dillk'ult  to  aeeount  for  his  industrial 
iKcessity.  ]Men  have  noticed,  however,  that  it  is  the 
middleman  who  ([notes  the  i)rices;  hut  hecause  he  is  the 
mouthpiece  which  gives  expression  to  the  results — that 
the  economic  forces  of  supply  and  demand  have  been 
forging  into  the  concrete  form  of  a  ])rice— most  people 
look  upon  the  middleman  as  the  creator  of  the  price. 
Tiny  assume  that  this  power  comes  to  him  simply 
through  his  strategic  position  in  the  conunercial  world, 
a  position  which  enahlcs  him  to  take  advantage  oi  the 
nmls  and  necessities  of  both  consumer  and  producer. 

is:}.  Factors  in  price  making;. — \Vhile  the  middle- 
man does  hold  a  point  of  vantage  from  which  to  observe 
the  movements  of  industry  and  commerce,  he  wonld 
lia\c  hcen  dislodged  long  ago  if  he  had  not  contributed 
something  vital  to  the  progress  of  economic  society.  lie 
lias  assumed  some  of  the  burdens  and  risks  of  distribu- 
tion, but  this  is  not  saying  that  he  has  not  also  often 
al)iised  his  positioji.  sometimes  designedly,  but  often 
ignorant ly.  because  he  did  not  realize  the  importance  of 
tlir  forces  that  were  subtly  working  out  the  determina- 
tioi)  of  the  prices  on  any  given  lines  of  goods. 
l!   costs  more  to  make  good  articles  than  poor  ones, 


218 


/  DVERTLSING 


at  least  there  Is  a  general  eorrespondence  betMccn 
quality  and  cost.  Tlieix'  is  ni'[v\\  added  to  the  eom- 
niercial  costs  a  hea\y  exjHuse  for  ad\ertisiii<i,'  a  good. 
This  is  /justifieti  since  Nirtucs  of  the  <i<)()d  are  made 
known,  and  society  profits  therehy.  This  means  that  a 
certain  good  of  standard  (jualily  cannot  he  put  on  the 
niai'ket  at  a  price  helow  the  total  cost  of  niaiud'acturiiitr, 
marketing,  etc.  So  much  from  the  side  of  production. 
But  the  consumer  is  also  interested.  C  J  cods  of  lii'di 
(luality  are  cheapest  in  the  end  for  him.  ]'],ven  the 
dealer  him  elf  profits  most  in  the  long  run  from  handhiig 
goods  of  (luality,  for  a  satisfied  customer  is  the  bcsi, 
advertisement. 

1H4.  Adidntd^cs  of  staJ)lc  trade  condilions. — Xot 
reahzing  the  importance  of  these  economic  factors, 
many  dealers  have  adojjted  the  methods  of  suhstitution 
and  price  cutting.  Hoth  of  these  methorls  may  prove 
immediately  protitahle,  hut  the  profits  will  Ite  more  than 
counterbalanced  i>y  the  future  losses  due  to  decreaMil 
buying  desire  on  the  part  of  the  publii'.  which  has  Inst 
coididence  in  an  article  suri'ounded  by  such  untrust- 
worthy and  unstable  trade  conditions.  lA-ssened  sales 
by  the  dealei-  of  tlu'  goods  <d'  Ixtter  »|uality  often  means 
the  retii'enient  from  business  of  the  concerns  which  have 
manufactured  and  advertised  the  better  gi'nde  of  wares. 

'I'o  improve  this  condition  ol'  affairs,  many  lariic 
niMnufaetni'crs  and  eointiicrcial  budies  and  associations 
are  contimi.illy  devising  nicins  for  inslrueling  the  nnHr 
backward  jiortions  n\'  flic  Itiislness  world  in  the  advin- 
tages  of  fixi'd  dv  fairly  stable  trade  conditions.  ( Im' 
in'aneli  of  commerce  which  is  still  undev  <dop<'d,  if  !!>> 
pn)gress  is  measured  bv  the  business  sf;uid;ird  of  fi\(d 


»!.. 


.:i    I... 


Ill    1 1 1 1 1 . 1 1 


l>r 


.1...1 


that  the  sMiall  nlailers  can  have  tlie  commercial  cxperi 


rHuiJLEM  OF  'I'HK  ri:tailer 


219 


eiice,  opportuiiilics  and  tiie  business  kiiowicilge  ami  fore- 
M^ht  wliidi  long  or  wide  exi)crience  makes  possible  for 
the  big  nuiiiut'aeturer  to  have.  It  therefore  devolves 
w])on  the  large  eoneerns  to  e(hieate  the  .smaller,  l)ut 
far  more  numerous  membois  of  the  retail  trade. 

IS.").  IWU-advcrtifiid  ^oods  used  as  leaders. — One 
])iaetiee  that  is  eommon  among  dealers  is  to  use  a  well- 
advertised  artiele  as  a  "leader."  This  means  that  a 
dealer  offers  to  the  puhlie  an  artiele,  wliieh  the  eon- 
Mi.uier  knows  to  be  a  stajjle.  at  a  priee  below  the  standard 
set  by  the  manufaeturer  and  tiie  one  whieh  the  buyers 
liave  grown  to  aee-'pt  as  just  and  reasonable.  Some- 
times the  priee  is  eut  even  bek)w  the  cost  of  |)roduetion. 
Of  course,  the  dealer  loses  the  difference  between  the 
price  he  ])ays  for  the  article  and  the  lower  ])rice  at  which 
lie  sells  it,  but  this  is  charged  u])  to  liis  advertising 
Mccount.  So  far  it  may  look  as  though  the  manufac- 
turer had  no  cause  for  comi)laint.  The  dealer  has  })aid 
liim  jiis  price.  Hut  the  loss  comes  when  tiie  price-cut- 
ting dealer  decides  not  to  handle  die  article  longer.  All 
tin'  other  handlers  of  the  artiele  in  that  comnuniity 
}i;iv(>  already  dropped  it  from  their  stock  for  obvious 
reasons.  Then  the  manufacturer  finds  the  public  edu- 
cated to  a  lower  ])ricc  for  his  product  than  he  can  afford, 
'i'lic  manufacturer  discovers  that  his  trade  reputation 
f|Ma!((l  by  e\pensi\e  advertising  has  not  onI\-  been 
ftirated.  Iiut  scuttled  as  well.  To  show  the  dealer  that 
'>im1i  policies  arc  detrimental  to  escryone  concerm  d.  and 
tliaf  the  trade-marked  article  can  b-  u.adc  a  pcrmaiu  nt 
asset  to  the  retailer  as  well  as  to  the  manufacturer.  uian\' 
d>  \  ires  are  put  forth. 

180.   M(uiil(i'ni'ni^   jiricr.  —  The    mcthfxls   adoj)ted    by 

iiai.  i ; .'icriiT'crs  aTe  sri  nniift  tnus  Tiiaf  >'    nxomjO  iie  iiiiiios- 

sible  to  illustrate  them  all,  but  the  atteu'j>t  to  maintain 


u 


iW^^' 


-2^20 


ADM:iiTiSL\G 


it 


])|-icc;;  IS  one  ol"  tlir  niosl  intcrtsiiiio'  (lL'Vcl()[)im'nls  go- 
iiig  on  in  the  business  world  [  j-day. 

'riure  is  one  elen)ent  eo'iiinon  to  nearly  every  method, 
liowever.  Mannfaetinvrs,  and  more  esj)er'ij)!Iy  the 
hii-u;e  ones,  haek  ui)  their  n  )rk  of  priee  staiuhirdizutioii 
i»y  advertising  lor  the  consumer  and  education  I'or  Ihe 
trade. 

A  typical  story  is  ])resented  in  tlu'  case  of  a  small 
corporal  Ion  of  Xew  ^'ork  City.  It  hegan  business  in 
toiht  articles  in  a  small  way.  Its  lint'  comprised  al)oiit 
Jdty  i)rej)ar'itions,  and  they  were  sold  by  women  agents 
111  the  sniidj  towns  throughout  the  country.  Soon  they 
noticed  that  .nc-  article  took  hold  of  the  public  more 
strongly  than  the  others,  and  retailers  began  to  ask  .'1k" 
manuiacturers  to  sell  it  •through  tlu^  tradi'."  Accord- 
ingly, the  company  decide<l  to  canvass  the  drug  and 
d(  partnitnt  stores.  Kxperitiieed  demonstralors  were 
cmploud  tirst  io  introduce  them  !o  the  \ew  \'ork  Ci'v 
trade.  As  the  goods  were  placed  in  stores  the  news- 
papers ^\l•re  used  to  advertise  'Ju  ni.  This  method  prov- 
ing successful,  the  Itrrilory  \^;|s  enlarged  and  a  few 
other  cities  were  attacked  in  the  same  way. 

IH7.  One   idiIikhI  of  nui.  liaiijinu:  one  prict'.      l-'rorn 
tfic  beginning,  a  poiiey  o|'  price  protection  was  follo.vcd 
The   cniiiM.'uiy    being    small    ;iiid    the    article    not    beiii'4 
co\(r((l  by  a  pat(  nt  right,  m  iilu  r  the  contract  nor  otii.  r 
I'lni.al    agreement    could    b-    cmpJMXcd.      Instead     the 
company   relied   upon    Mic  dcinonstr.itor  In  c\pl.iin   ilh 
c'ompanys  policy  ..f  fiiaintiiining  one  price,  whicl;  coii- 
sisf<d  of  refusing  lb,.  g.H.ds  !o  any  dealer  win.  p(  isistcd 
in  cutfiiig   that    price.      Vi>v  t  \\  o   xcirs   fh(ri'   w;is   litlh 
fioiiblc.  but    with   the   urowth  of  the  article    in   populn 
faxur  llie   tenin!;!!  j,,!.   ,,..    41. ,.   .....■•   :J.'  =1:  ■•.],.:•.:   »..  .^::f    >!:. 

price  incre;)sed.     'j'jie  enm|.an\    in.  I   cases  of  Ibis  kind 


PROBLK.M    or    THE    RETAILER 


001 


with  finniicss.  One  sinall  (lniH«.ist,  iHin*^'  discoN  civd 
with  a  ,sii>ri  aimoiitK-iiio-  the  artick-  at  a  rut  price,  was 
I  xpostuUited  with  and  the  pohcy  of  the  firm  was  e.\- 
plaitu'd  to  him.  It  was  shown  that  as  the  demand  y;rr\v 
for  the  <4()o(is  his  nrolits  woidd  he  surer  and  ureater 
liy  maintainin<4  the  |)i-iee. 

This  missionaiv  method  did  not  meet  with  sneh  a 
ready  ri.  spouse  \\  hen  the  hu\L;e  (K'parlnient  stores  wliieh 
make  a  p.-ai'iiee  of  cutting-  priees  adverlisi-d  this  pro- 
prietary artiek-  as  one  ol'  their  hack  rs.  Here  the  lirm 
was  met  with  the  arf^iunent  that  it  was  necessary  and 
riu'ht  from  the  stores  j)oint  of  view  to  take  oil'  a  lew 
(rnts  from  the  price  of  such  a  toilet  article.  The  re|)re- 
s(  iitative  of  the  firm  \'as  told  in  one  store  that  the  toilet 
fit  partment  was  run  simply  to  cover  costs,  and  if  neces- 
sary at  a  small  loss,  in  order  tiiat  customers  mi^ht  he 
(hawi!  into  the  jewelry  department  where  the  profits 
wre  lai-;^e.  There  was  only  one  i-ourse  to  |)ursue  in 
such  a  ease,  and  no  "^oods  were  sold  to  this  department 
store. 

riie  manufacture!'  found  compensation  in  the  fact 
''I'd  not  all  the  department  stoi-es  lollow  price-cutting 
policies,  in  fact,  some  of  tlu  se  asked  him  if  he  made  a 
practice  of  stjlin^'  to  lirms  which  cut  ])rices.  since  they 
must  deeii?ie  to  handk-  ^oods  which  wcri'  likelv  to  he 
left  on  their  hands  unless  they  followed  the  same 
H.IJind. 

IHH,  Dnircs  aJopfiJ  In/  pncc-nillitifi^  csfaJilishinriils. 

lint   the   sirouH-er   Ihr  t  iVort    to   maintain    |)ric(s.   fjie 

more    desi'-ahle    heeame    this   a'lielc    in    the   eyes   of    the 

|irice-ruttin,u  estalilisJinK  nts.      N'anous  devices  were  ?-e- 

sortcd  to  in  order  to  olitain  tlu'  Ltoods.      If  was  not  Ionu\ 
fli, .<•,,<' i..^e,,,.^    ii       .  !•     ■  !•  !    •• 

lari-e  departnutil  store  to  which  he  iiad  refused  to  .- 


-'n 


II    a 
sell 


22'-2 


ADVEUTISIXG 


Mjis  olferiii^r  his  oO-cent  ])roi)rielary  article  at  80  cents. 
lie  investigated  and  found  lliat  the  store  had  obtained 
tlie  ;4oods  })y  l)ayin;4'  tlu'  I'nll  retail  i)riee  at  another 
retail  store.  When  this  dealer  was  taUen  to  task  far 
selhn<;  the  n<),,ds.  he  j)r<»lested  that  the  sale  liad  been 
n-ade  in  t-ood  faith  to  a  stylishly  dressed  woman  wjio 
claimed  that  she  wished  a  ^loss  of  these  articles,  as  she 
was  ahont  to  sail  for  Asia  where  it  v.onld  he  impossible 
for  her  to  bny  them.  The  dealer  was  warned  l)y  the 
mannfaetnrer  and  the  resnlt  shows  liow  strong-  a  senti- 
ment is  ^rowino-  in  trade  circles  in  support  of  the  jxilicv 
of  price  maintenance,  for  the  offense  was  not  a<,fain 
repeated. 

When  the  pro|)rietary  manid'actnrer  ;  "tended  his 
territory  to  ini'Inde  other  cities  than  New  York,  he 
found  it  necessary  in  some  cases  to  turn  his  demon- 
strators into  actual  salesmen  in  onkr  to  maintain  his 
l)rice.  In  these  cases  be  simply  turned  the  retail  ])rotits 
over  to  the  dealer.  'IM)is  lie  found  to  be  ;[retienilly  a 
successful  method  in  educating'  the  price  cutter  up  to 
the  standard  of  a  Uwd  price.  Naturally  the  manufac- 
turer could  control  his  own  sales  at  the  re«^ular  prices 
oidy  so  h)\]if  as  the  demonsf  rator  remained  in  the  store, 
but  the  time  was  -venerally  lonu-  enough  to  make  the 
lesson  effective. 

ISi),  FoJhncins:  up  consumer's  JisI  furuishcd  hii 
(Jialtr.~H  was  the  ease  in  the  above  illustration  that 
the  III  uuifacturt  r  had  cre.fttd  a  considerabk'  consumers 
dema?id  for  his  article.  He  used  this  as  a  lev(  r  in 
forein,^'  the  (haler  to  maintain  a  standard  price.  It  is 
fr((|uently  necessary  to  yain  the  cor.peration  of  t!ie 
dealer  at    the  same   ti-ne  that   the  demand   of   the  con- 

■  ;^  •  =•   •■■■  ■■■■       -■  !'C  .irsi  step  tuWai.i  sc  ciiri;;^; 

the  dealer's  interest  is  to  show  jiim  th  d  there  is  a  si)ecifie 


rROIJLIlAl    OF    TilK    RETAILER 


(Icmaiul  for  the  nianufaetiirer's  goods.  The  method 
adopted  liy  a  hardware  manuraeturing  firm  illustrates 
Din;  way  tliat  this  may  he  done.  A  dozen  weekly  and 
iiidiithly  puhlieations  were  seleeted,  in  whieh  were 
lii.iced  I'nll  and  halt'-page  eopies  oH'ering  a  eatalogue. 
jiy  this  means,  a  list  ol'  prospeetive  eustomers  was  oh- 
laitied.  Jvieh  in(|uiry  was  promi)tly  answered  and  the 
iiHjiiirer  inslruet((l  to  huy  of  his  Jiome  dealer.  IJut  in 
case  his  home  dealer  did  not  earry  the  goods  he  was  to 
iinkr  direetly  from  the  manufaelnrer.  Furthermore, 
the  dealer  was  notified  at  onee  of  the  demand,  and  the 
name  and  address  of  the  incjuirer  was  given  him.  At 
the  same  time  the  Anns  poliey  as  to  j)riees,  the  eharaeter 
of  the  goods,  the  eonditions  of  sale  and  the  dealer's 
profit  were  exi)lained  to  liim. 

This  method  l)rought  in  orders  from  over  10  per  cent 
<»r  the  dealers,  while  (I  per  cent  more  wrote  letters. 
Those  who  did  not  answer  were  sent  a  second  letter  at 
the  end  of  ten  days.  A  complete  window  display  was 
'itlVred  them  hy  express,  prepaid.  This  disj)lay  in- 
i hided  advertising  matter  wliieh  was  free,  and  a  com- 
plete set  of  the  goods  was  to  he  delivered  to  tliom  at 
wholesale  jiriees  through  the  johher.  ^'ithin  a  month 
III  ;iily  20  per  cent  of  the  letters  sent  out  hrought  orders. 

Having  secured  the  dealer's  attention,  liis  interest  was 
t'mllier  strengthened  hy  offering  other  aids,  such  as 
'1'  v\  spaper  advertisements,  hooklets,  samples,  etc,  I  .ater 
n  a  monthly  house  organ  was  pu))lished  which  in  a 
nuasurc  took  the  place  of  the  letters  This  puhheation 
foiitained  illustrations  of  the  goods,  selling  plans,  dia- 
irnuns  and  pietures  of  the  window  displavs;  and  the 
various  selling  points  of  the  goods  wei'i-  (  niphasi/.'d. 


\  ('(,,.  »i,; 


'M  I  It  1 1 ,  (t 


iaiii|)le  copy  of  the  house  organ   always  accompanied 


l^ii 


li'.-< 


AJ)\i:UTlSI.\G 


ii 


the  first  letter  to  him.  This  showed  him  how  the  iiumii- 
faetiirer  was  ereatiii^-  a  broad  and  steady  deiiiand 
tliroii^ji  methods  ol'  national  adxei'tisin^.  In  tiiis  vav 
the  retailer  <;aiiis  eonddenee  in  the  mannt'aetni-er  aii,i 
makes  a  response  in  the  form  of  an  order  to  the  eoii- 
snmer's  (kniand  more  reachlv. 

I'M).  Free  sdiiipU.s.  -There  arc  many  me'hods  uv- 
pendin-j;'  largely  npon  the  eharaeter  of  the  ^oods,  IIk. 
si/e  of  the  hrm,  I'te..  hy  whieh  the  consnmer's  demaiid 
is  eri'ated.  The  hardware  eoneern  mentioned  ali(i\f 
eonid  not  em))Ioy  samples  for  eonsumer's  (listril)uti(iii, 
bnt,  on  the  other  hand.  s(«i])  makers  find  this  nieth(i(i  a 
very  ])rofital)le  one.  Advertisin<r  hy  free  samples  is 
snl)jcet  to  mueh  loss  on  the  part  of  the  advertiser. 
Tnless  the  distribution  is  elosely  watehed.  a  lar^e  pio- 
j)ortion  of  the  samples  will  fall  into  the  hands  of  eoii- 
sumers  with  low  pui'chasip.o'  power,  or  they  may  i)e 
eontiseated  (uitrinlit  by  the  (listril)utin<,^  a<i'eney.  To 
a\()id  this  as  mueh  as  jjossible  manufaeturers  are  con- 
tinually devisinu'  some  eluck  by  means  of  whieli  the 
distribute!-  may  lie  held  to  aeeount. 

Two  instances  will  indicate  how  siieh  devices  arc 
employed. 

The  producers  of  a  shredded  codfish,  discovering  tli.it 
theii'  ad\-ertisin,y'  in  one  city  ^\as  not  producing  proper 
returns.  adoj)ted  a  method  of  sampling'  tbroiinh  a  house 
to  house  canvass  in  order  to  be  sure  that  the  samplrs 
fell  into  the  hands  of  likely  prosj)ects.  The  !!).'{  ornceis 
of  the  city  wvir  canvassed,  and  ;i:{  of  them  aunrd 
to  sup|)ly  the  nanu  s  and  addresses  of  cnsloircrs.  \(  \t 
the  (|uaIilications  of  men  and  ^\()men  as  successful  di^- 
tldbuteivs   were  (blei'iUMied.       It    was    I'oiuid    lliat    wciikii 


1 1 1 1 1  M  1 1  c^    >>  I  )i  i\    1  HI  1 1  I     1 1  la  1 1 


IIK   [| 


.">;ini- 


])les   were   then    pr(  pared  and    put    into  jiackaLVes   1; 


il'ii-c 


rilUULKM    OF    TJIK    in/lAILEU 


223 


enough  to  meet  the  re(iuirenients  of  a  family  of  five 
pcrtioiKS,  and  the  distributers  uere  instructed  to  pass 
tliein  out  on  that  basis,  and  wherever  possible  to  obtain 
a  personal  interview  with  the  women  of  each  household. 

1!)1.  Coupon  method. — This  distribution  of  samj)les 
hy  manufacturers  through  rei)resentativcs  who  have 
liccn  selected  witii  some  care  is  perhaps  the  surest  way 
nl' obtaining  effective  distribution,  but  it  is  costly:  when 
a  very  extensive  distribution  is  re(|uired  to  b<  made  in  a 
slinrt  time,  some  other  means  must  be  employed.  One 
linn  which  found  it  necessary  to  make  its  distribution  of 
samples  through  the  dealers  used  the  cou|)on  method. 
The  plan  followed  involved  an  advertisement  in  the 
\\(ekly  papers  which  offered  a  free  !)ottle  of  ginger  ale 
upon  presentation  to  the  local  ilealer  of  a  coupon  to  be 
clipped  from  the  advertisement.  The  dealer,  i?i  return 
\'':r  his  trouble,  was  jjaid  the  full  ictail  price  for  the 
uiiiger  ale  by  sending  to  the  comj)aiiy  the  coujxuis  which 
Ik  iiad  collected,  but  which  were  also  to  be  accom]>;uiic(l 
!•>•  the  caps  from  the  bottles.  The  last  re(iuirement  was 
imposed  upon  the  dealer  to  avoid  a  promiscuous  distri- 
Itiition. 

Another  comi)any  which  deals  in  summer  drinks 
added  two  iiew  re(|uiremciils  before  the  coupon,  which 
\^  1^  presented  by  the  customer,  could  be  hoiiored  bv  the 
il-aler.  The  first  of  these  retjuired  that  tlu'  coupon  be 
pn  seiitcd  by  a  person  accompanied  by  a  frietid  to  whom 
fuo  free  drinks  were  gi\en;  the  second  n  Mrcd  that  the 
iKarer  be  an  adidt.  In  explaining  (he  reasons  for  these 
rt'iuircmcnts.  Ihc  manager  said  that  soeiabilifv  height- 
en'd  the  pleasnre  and  deepened  the  impression  nf  the 
||'  !ik  upon  the  mind.  The  si cond  i-e(|nli-eniint  \\as  to 
^  ii'ii  agamst  iiie  i-onpoiis  ruing  monoj)oli/e(i  hv  iiews- 
lioys. 

<  — IV— 1.5 


226 


ADVEUTISIXG 


H 


» 


The  coupons  Mere  redeeiiieii  l>y  the  eompaiiy  at  four 
cents  each.  This  ,u,ave  tlie  dealer  a  i)rotit  of  al)ont  three 
cents.  In  a(Khtion,  the  c()nii)anv  indireetlv  called  the 
dealer's  attention  to  the  free  advertising  that  his  g'eneral 
hne  of  goods  reeeixed  by  having  people  call  at  his 
store  with  the  conjjons. 

i;)2.  L\sc  of  dealer's  name  In  advcrllscmcnt. — The 
methods  so  far  have  depended  upon  creating  the  initial 
demand  through  the  consumer.  Some  manufaeluix  rs 
may  wish  to  enlist  the  cociperalion  of  the  dealer  by  some 
other  niean.>  than  that  of  iniiuiries  foi-  goods.  The 
i\ntieor  Manufacturing  Company  of  New  York,  which 
makes  a  safety  cm-n  shaver,  (le\(lo])L{l  a  scheme  which 
was  very  successful  in  this  rcs])cct.  The  company 
wished  to  introduce  its  goods  into  IJaltimore.  It  al- 
ready had  a  few  dealers  there,  but  before  it  began  an 
extensive  newspaper  campaign  it  had  added  twenty- 
nine  additional  dealers  to  its  list.  This  was  done  in  a 
half  day's  work  by  two  men.  one,  a  representative  of 
the  firm,  and  the  other,  an  agent  of  the  lidJlimon' 
Amcncdii,  a  |)aper  which  was  chosen  to  carry  the  first 
advertisements. 

The  plan  was  exceedingly  sim])le,  but  it  succeeded 
because  it  enlisted  the  interest  of  the  dealer  at  once. 
He  was  re(|uired  to  j)urchase  merchandise  worth  twelve 
dollars  at  retail  to  insure  his  good  faith,  and  for  this 
he  was  lislrd  as  an  Anticor  dealer  and  his  name  and 
address  ))rintcd  in  a  space  ])rovi(lcd  in  the  advertisement. 
A  copy  of  the  proof  of  the  ad\ ertisemcnt  containinii 
the  blank  space  for  the  dcaKi's'  names  was  presented  ti) 
ihem  !)y  the  newspaper  repr<seiitali\('.  Ad\ crlisinu- 
Mas  carried  on  for  thii'fy  days,  running  l',\ice  a  week,  am! 


....:,„i    (V 


I i.._  I    i:,. 


iVV<        ltll*.1         l»»        liMll 


this  lime,  although  stnall  advertisement 


niLLK.   ->. 


s  were  use< 


I  t! 


PKUIJLEM    OF    nil;    Ki;rAILi;il 


227 


Hsts  of  afTonts  were  (li.seontiTuicd.  As  a  result  of  this 
three  iiioiiths'  eanipaion  three  hundred  dealers  had  been 
mdueed  to  handle  the  iVntieor  C'onii)any\s  goods. 

The  next  eity  ajjproaehed  in  tiie  same  way  was  Wash- 
ii^ton.  Here  within  two  Meeks  the  eonipany  suc- 
rnied  in  adding  ,„,e  hundred  and  twenty-tive  dealers 
tu  their  list. 

VXi.  AdvdiitaiXi'.s  of  lliis  mclhod.-Awidhvy  eojujiany 
"Mch  has  used  the  same  method  with  sueeess,  is  the  firiii 
"liiVIi  makes  the  thermos  I)ottle.  The  great  advantage 
"f  tliis  method  for  the  advertiser  with  limited  eapitalls 
tlKit  he  can  get  quiek  returns  and  can  thus  re-employ 
liis  appropriation  for  further  advertisijig.  He  can  put 
his  money— say  .$1,000— into  advertising  in  City  No.  1 
111  January.  His  money  should  he  returned  to  him 
troiii  the  dealers  ^\hn  have  ordered  goods  within  the 
iKxt  sixty  days.  He  is  now  in  a  jiosition  to  attack 
(  ify  Xo.  2.  \Vith  fair  success,  therefore,  he  should  he 
ihh-  to  exi)loit  at  least  four  cities  within  tlic  year.  Of 
"'iiise.  if  the  advertiser  has  a  larger  ajjpropriation  he 
'■ill  approach  several  cities  simultaneously. 

The  dealer  also  j)rotits  l)y  the  advaiitagcs  of  this 
■iKtIiod.  As  a  rule  he  is  not  recjuired  to  order  more 
than  ten  dollars'  worth  of  goods  in  order  to  have  his 
"lie  listed.  According  to  the  general  practice  such 
|i;ah  rs  would  he  given  thirty  days'  credit.  AVithin  this 
I"!'  the  general  advertising  scheme  should  have  aided 
'ill  in  disposing  of  this  amount  of  goods,  so  that  he. 
Iil^c  the  mamifacturer,  has  his  money  returned  and  he 
"il!  have  received  a  month's  advertising  free. 

VH.  (riiaranlrr  a.s  a  sales  proiHolcr.-    'llw  use  of  a 
-'lar.inire  in  connection  with  i)n)ducts  which  have  not 


h 


i^rttofore  heen  considered  capahle  of  heing  guaranteed 
"s  increased  the  sale  of  products  in 


*CJ 


many  recent  cases. 


ft 

1 

^^B'-k, 

«   ' 

■^  J 

^^Kit 

fl 

^Hl^ 

z 

^Hr< 

1 

'  Si' 

J' 

i- 

•i 

^^^B>^    ' 

1 

^^^Bratiz,. 

m 

^H 

ii. 

1 

11 

1 

\i- 


m 

i 


i 


li 


'V 


2i2S 


ADVEUTISINCi 


To  guarantee  stock  in  (^s  against  premature  weariufr  out, 
or  to  /guarantee  absolute  freshness  '  ;'  oysters  on  deliv- 
ery, would  lia\  e  ai)])eaie(l  at  one  time  as  si)eeulative  as 
guaranteeing'  the  weather.  The  sueeess  of  the  Ilolc- 
I^roof  Hosiery  ]K'0|)le  and  the  l^)otli  Fisheries  Coni- 
i)any  show  how  times  ha\e  ehan,u;e(l.  The  latter,  '.)!• 
instanee,  durin<r  the  j'all  season  ol"  ll)i)l)  inereascd  (lie 
eonsumption  ol'  their  <^()0(ls  HO  |)ei-eent  hy  layinj^-  stroi!^^ 
emphasis  on  the  (guarantee  |)lan  of  their  advertisintr. 
To  he  sure,  a  time  limit  was  set  on  the  disj)(»sal  of 
goods;  any  shipment  of  oysters  not  sold  within  a  set 
time  was  to  he  returned  to  the  company  hy  the  dealer. 

19.>.  Difficulties  in  dixtriJjutiou  of  ndvcrtisin^  matter 
to  retailers. — Many  dealers  take  the  ijosilion  tliat  they 
are  doing  the  manufacturer  a  favor  when  they  make  a 
small  trial  purcliasc  of  trade-marked  goods  and  receive 
free  an  advertising  display  equal  in  cost  to  the  pur- 
chase price  of  the  goods.  As  a  eonse(|uence,  much  of  the 
printed  matter,  window  cards,  posters,  price  tickets, 
window  disi)lays,  electros,  etc.,  ])rej)ared  hy  the  manu- 
facturer at  great  expense,  is  destroyed  by  the  dealer  or 
})erha])s  never  taken  from  the  ex])ress  otfice  because 
transportation  charges  have  not  been  ])repaid. 

One  manufacturer  relates  how  a  dealer  refused  to  pny 
forty  cents  freight  charges  ui)on  a  free  window  displ.iy 
costing  fifteen  dollars.  Then  there  is  the  case  of  a 
mamifacturer  who  had  his  electrotypes  returned  to  him 
because  the  dealer  retiised  to  ])ay  fifteen  cents  exjjrcss 
charges.  These  were  sent  free  to  l)e  used  by  the  re- 
tailer in  his  local  newspaper  and  circular  advertising 
W()rl<.  Another  tells  of  a  merchant  who  was  discovered 
doing  u|)  bundles  of  mtrehandi-e  in  beautiful  four-  | 
sheet  posters,  lithographed  in  five  colors,  besides  these 
"evidences  of   thrift"   on   the   dealer's  part,   there  an 


PROBLEM    OF    THE    RETAILER 


529 


\\(  11-kiiown  practices  anionf?  dealers  of  usin<>'  the  adver- 
li^il!;4■  matter  or  material  ol'  one  iirm  to  advertise  aii- 
ulhir  firms  ^oods.  One  maiiiiraetiirer  who  I'lii-nished 
all  expensive  indoor  electric  window  si^^ii  to  the  dealer 
l'ii(|uently  found  that  his  advertisement  had  heen  re- 
iii()\ed  and  announcements  ol'  another  nature  ])ut  in  its 
place.  Perhaps  the  most  familiar  example  of  suhstitu- 
tioii  of  this  kind  is  sein  in  the  use  hy  the  retailer  of 
the  electros  sent  hy  one  manufacturer  to  represent  the 
^tiods  of  another.  Shoe  manufacturers  have  suffered 
i'.nticeahly  in  this  respect. 

Other  evidences  of  the  dealei''s  hick  of  ai)preciation  of 
the  importance  of  the  advertisin<Ji"  ])rohleui  is  seen  in  his 
careless  use  of  the  matter  sent  him,  hoth  in  ])reserving 
its  nsci'ulness  as  an  article  for  disj)lay  and  in  t^iving  it 
eH'cetixe  notice  or  (hstrihution.  ]Many  manufacturers 
sdid  out  (hsplays  so  expensive  that  it  is  necessary  to 
lia\e  se\eral  dealers  use  the  same  dis})hiy  at  ditferent 
turns.  One  firm  even  sent  out  a  sci'ies  of  half  a  dozen 
tkctios  with  the  dis])lay  which  could  he  run  in  the  local 
IK  \\s|)apers  for  advertising — not  the  goods,  hut  the  dis- 
jday  itself.  A  schedule  had  heen  ])repare(l  heforehand 
show  ing  the  dealers  how  each  was  to  use  the  display  and 
the  electros,  a?  well  as  the  ])r()per  time.  This  i)lan  made 
it  necessary  that  each  dealer,  wlicn  through  with  them, 
sliiiiiJd  shij)  th'  material  to  the  next.  It  was  soon  dis- 
coveiTd  that  the  dealers  were  general!  so  careless  in 
l);icking  I'or  shipiuent  that  this  jtart  of  the  campaign  had 
til  lie  discontinued. 

Another  complaint  lodged  ag:)in>,t  the  retailer  is  the 
poor  judgment  used  in  the  dis])osal  of  costly  advertis- 
ing matter  sent  to  him  free.  Salesmen  fi'ccjuentlv  re- 
I'itI  a  large  sujjply  of  advertising  mattir  on  hand,  when 
pi  I  haps  the  dealer  has  just  mailed  a  reijuest  for  more. 


I>^' 


2:Ui 


ad\j:utisi\g 


Cases  of  this  kind  are  more  than  matched,  however,  by 
thnse  dealers  who  waste  thousands  of  folders  and'cir- 
eiihirs  every  month  hy  sendinn-  them  down  the  waste 
paper  chute,  or  giving  them  away  promiscuously. 


CIIA1»TEU  X 


PRF.VFA'TIOX  OF  ADVKHTISIXG  WASTE 


IDC.  Vdriotis  mctJiods  of  cUminnllou. — Tlie  inaim- 
ractiircr  and  the  j()l)l)er  who  advertise  widely  not  only 
In^k  upon  the  retailer's  praetiees  as  unlnisiiiess-hke,  hut 
tluy  also  look  upon  tlie  retailer  as  a  person  without  a 
(oiiseienee.  The  advertisers  have  attenii)te(l  to  elimi- 
nate the  waste  due  to  these  causes  hy  various  methods. 
riieir  attempts,  however,  have  shown  them  that  the 
taiilts  did  not  lie  altogether  on  the  side  of  the  retailer; 
IK  idler  was  the  latter  a  hopeless  fool  nor  an  unregene- 
raU'  rogue. 

'i'iie  manufacturer's  investigation  of  methods  hy 
uliieh  the  retailer's  eo<)i)eration  may  he  more  ett'ectively 
piomoted  has  disclosed;  first,  that  there  is  a  growing 
understanding  hy  the  retailer  of  his  own  economic  i)osi- 
tioii;  and  that  there  are  large  nnmhe.s  of  the  retail 
Iniders  mIio  are  rapahle  of  seeing  the  Ihie  which  divides 
tli;  ir  interests  from  those  of  the  manufacturer-adv<  v- 
tiM-r;  and  mIio,  furthermore,  are  Avell  eijuipped  with 
tacts  and  fully  capahle  of  presenting  their  side  of  the 
case  witii  logical  force.  These  are  the  large  retailers, 
Mirii  as  the  hig  department  stores.  Tlie  smaller  stores- 
arc  also  learning  tliat  advertisijig  furnished  free  hy  the 
I>ig  advertiser  is  not  a  philanthropic  act  on  his  j)irt 
(itsirous  of  ])romoting  the  sales  of  the  retailer,  hut  that 
l'<  vond  such  increase  of  sales  lies  the  desire  of  tlie  manu- 
lartiircr  to  iiifi!uin(ili'/f>  tlip  l1lnI•l,•<■^   •jud    lucin'/.   4lw>  i...h^ 


Ills  product  to  the  exclusion  of  all  other: 


as  we 


11. 


231 


.'j;5.'2 


ADVKH'IISINCJ 


II  !s  not  strai)n-e.  tlicii.  lliat  tlie  iiianufjicturLT,  in 
liis  aitcmpl  to  "educate  tlic  dtaicr."'  should  im'ct  with 
li;ill'-li(ai'tc<l  i(sj)()iisc  Iroiii  tlioM'  who  Kiiow  hltle  of 
the  [)n)hh'/ii  of  ilistcihiitioii,  hut  u!io  \\it!i  I  he  ti-adir's 
iiisliiict  h(i-()!iic  caiitioiis  in  [he  presence  of  an  oiler 
of  soiiiethin,!;'  for  notliin!^'.  He'  meets  also  witl,  open 
opposition  Oh  ;l\-  |)art  of  tho^e  dealers  wlio,  like  the 
.johhers  and  w  liolesahrs,  reali/e  the  ineaninn'  of  a  well- 
estahlislktl  t  raile-niai'k  and  iiie  power  of  ad\  crt  isiiiir 
when  attached  to  a  ^ood  hv  the  tnaiinfactn.er  him- 
self. 

The  retail  (list rihution  of  u'oods  is  one  of  the  most 
(liirieult  prohleiiis  wliicji  ihe  nianul'aet  inxr  has  to  meet 
I  lowt  vcr.  until  he  c-an  include  in  the  ornani/atioii  of  his 
husiiiess  enteri)ris.'  the  control  of  his  product  until  it 
ineet>  the  corisuincr,  either  h\  selling-  direct  or  thr  unji 
aLi'encies  undi.'r  his  '(ntrol.  he  must  de\  ise  meat  ,  of 
intlnericinu'  (h,.  independint  dealer  to  coiipcrate  witii 
liitn. 

I!»7.  Fund  (I  men  Id]  po'nils  in  (/aininf/  (/ood-xcUl  af 
(/iiiltr.  'I'he  first  esst^ntial  which  ou^ht  to  hclonn-  to 
every  method  of  etd'stitiH'  the  dealer's  aid  is  a  hoiia 
tide  atl(i.,p!  to  incre  ise  the  dealer's  profits.  This  will 
uain  his  loyalty.  \  second  fundamental  is  the  eaiv- 
l"l  "^liidy  of  I  ach  d(il(  I's  situation  in  adxanee.  and  a 
prrst  nialion  of  IIk  plan  to  he  adopted  io  the  dealer  for 
his  ciiiieisni.  l'',\ery  |)oint  of  contact  should  he  h'oik' 
"vcr   and    lli(     pail    that    <aeli    shall    lake    setlhd    upon. 

This    will    Main    the    n l-wdl    of    the    dealei-.      An    iiie 

|'i>rtant  third  eonsider;it  ion  an  avium  which  e\(!'\ 
hranch  of  husim  ss  knows  and.  some  time  ov  otlwr,  at- 
ti  ni|tls  111  pro\r  is  |tie  employment  of  a  method  wliicli 
wiii  v,i^^■  ihe  retaih  f  ,t  eomp«l  ii\l;  adxanla.u'c.  So  Ioiil; 
as     this    nittlioil     is    unknown    oi-    unpracticed     hy    tin 


."ti* 


I'H1.\  I.N'I'ION   OF  ADM.lM'lSINd   WAS'l'i:       f>;jii 


iii;iiiiir:ictuivr"s  coiiru'liloi's  tlu-  (.•iitlmsiasni  of  the  dcal- 
I  I  s  is  assured. 

I'.»H.  (iiiiiHf  I  he  (Icalcr  ccin  pcliiKj  (idvdiihujf.  I'ci'- 
l':i|is  this  third  (.ssnitial  should  hv  I'lirthci-  (.xphiiiicd. 
A  iitaikr  will  lia\c  ati  ad\aiita,nx'  ()\n'  his  coinjX-'litnr 
if  \\v  can  hiiy  inoiv  chfaijly  or  fan  sill  at  a  <4rcatt'r 
|iiii(it.  'I'his  is  tin  axiom,  and  it  is  accouipaiutd  l)y  the 
liillowiii^'  coi-ollary.  'riic  iiiamiract  iirtrs  lia\(.'  at- 
'  iiiptcd  to  !4i\c  [\\c  retailers  this  ad\  aiita_!^v  l)y  inaiti- 
tiiiiiiiiii'  a  puhlished  list  of  prices,  hut  allowing'  them 
ditaiii  disi'oimts  oi-  i-ehates  of  which  the  trade  in  ^^i-iieral 
knew  iiothiiii';.  One  method  which  woi'ked  to  the  ad- 
v.ihlau'e  of  certain  retailers  foi"  a  while  was  tiie  ^iv  ini;' 
(if  a  dist'ount  to  those  deali'rs  who  oi'dercd  then"  n'oods 
ahead  of  the  season.  It  was  not  neeessai'y  to  ha\c  them 
^hipped  until  the  sease  o|)ened.  ()f  course,  there  is 
MM  com|)etiti\<>   adxanta^t-    in    this    method    to-<hiv.      It 

(caiiie  so  ycneral  a  practiei'  tiial  it  has  iteen  uiii\  crsallx' 
incorporated   into  all    purchasing-;   aiid   the   prolilem   of 

li.itini^'"'  to-da\    is  how  to  i^it   rid  of  a  custom  that   has 
Mil  I'ecumarv  a(l\anta<4'e  i'or  anyone. 

Another  iriethod  which  is  jiracticcd.  hut  which  threat- 
I  IN  ,ds()  to  hecomc  attached  harnacli'-wisc  to  liusiness 
|ii  icliee  heeaiise  there  is  no  achanlan'e  in  its  use  so  soon 
:i  il  is  used  li\  e\cry  one.  is  the  allow  llin'  ol'  the  "free 
'I'll       li\     the     manufactiu-ers.      Hv     this     method     the 

li  ill  !•  is  allowed  a  eeitain  per  cent  of  his  orders  free, 
i  iiiis,  a  uroccr  ord(  ri  i'  hn  eases  of  |'",!4l;-(  )-See  '.vould 
!«'  ,uivcn  one  ease  U-i  ,-.  Mner  the  |)racl  ice  i>f  this  coMipjui  s 
is  to  njlow  the  urocer  10  pt  r  et  nt  ^f  his  ;d)siihii(  iirders. 
l)(casionaIly  the  eonipanv  \ail(s  its  {viv  deal  UKlliod 
"iv  ;  Kcrlisinu-  in  ihe  hewspapei-s  with  coupons,  which 
'I  -x  he  tilled  iiiit  hy  the  consumei-  and  ni\tn  t(.  the 
u'  iccr  in   e\ih;uiuc   foi-  a    f n »    package.     The  coupon 


111 


2:U 


Al)\  r.HTISING 


n':i 


'1  \ 


i!M 


;|.i 


N 


is  passed  on  to  the  inanuraetiirers  who  replace  free 
of  cliai'^c  the  i^oods  so  ^iveii  awiv.  In  eaiTviiio'  out 
its  IVce  (leal  policy,  about  ti.'tOAHA)  mailing'  c-ai'ds  a  yiar 
are  sent  to  retailers  iirnini^'  them  to  order  under  this 
'eodperalixc  sliarin;^'  plan."" 

109.  Aryinnciits  for  "fnc  did!"  ini'lliod.-  'Vlw  niaii- 
n<j;vy  of  the  Tiiited  Cereal  Mills  Company  ar^'iies  for 
his  method  in  the  following'  lan^uaye.  The  i'et;iilii- 
should  first  eotisider  his  own  j)i-o(its.  The  sueetsslii! 
meiehant  is  the  one  who  iiuys  ri^hl.  The  limited  sell- 
inn'  |)rief  tl'.eory  simply  reduces  the  dealer  to  an  au- 
tomaton. WIkii  one  huys  in  laroc  (|u;intities  he  should 
hi  >y\\vn  a  hctter  price  than  he  who  ])urchases  in  small 
lots.  This  is  the  law  of  trade  which  the  successful 
mamifaclurer  follows.  The  laru'c.  his  outjjut.  the 
.greater  his  purchasinn'  power.  lie  never  does  his  buy- 
ing on  the  limited  sillino'  plan  policy.  When  he  huys 
his  cartoons,  his  ha<4s,  his  advertisino-  space,  and  ain- 
tliiuu'  that  entirs  into  the  mamd'acture  and  sales  of  liis 
|)ro(iuets.  he  always  insists  that  the  (pi  j  itv  shall  enii- 
trol  the  i)ricc. 

This  aruunKiil  appears  to  have  stretched  the  tcnii, 
free  (hal.  to  ciidtrace  "(piantity  huyiny'.""  and  so  loiii: 
as  the  firm  publishes  its  10  \hv  cent  allowance  as  its 
regular  jiolicy  tin  ri'  is  no  'free  de.d."  If  is  only  a 
I'ound-ahoiit  way  of  sfatins^'  the  ptice.  If  this  amouiiK 
to  a  loweriuL;-  of  the  price  by  the  manufact  lu'er.  IIm 
other  concerns  must  nie(  t  It  by  a  like  reduction  .tr  its 
ei|ui\al(  !it.  Th(  re  is  no  moi'e  free  deal  in  this  kind  et 
a  fra;isactk)n  than  there  is  in  the  case  i^i'  a  railwav  cr.iii- 
pany  making  lower  rat(  s  u|)on  car  load  lots.  The  real 
\'v({-  deal  exists  in  all  its  \  inoc  when  its  use  is  iu>\ 
|Miniiei\  aiiiioimced  tuii  is  ni\iii  as  iioiius,  iia\  iu^  ail 
the  effect   of  a    secret    reliate. 


rREVl.NTION    OF    AD\  I.UTISING    WASTi:     23 J 


In  the  long  run  this  metliod  may  be  a  questionable 
l>nlicy  because  of  the  way  it  allows  its  discoinits.  The 
ailnwaiice  is  not  in  cash  but  in  Kji^g-O-See.  besides 
c-.lablishi!ig  tiie  same  coinhtioiis  that  the  railroads  have 
created  through  their  rate  discriuiination,  i.e.,  a  eoni- 
iHlitive  advantage  i'or  the  large  shippers,  the  breakfast 
l(M)d  company,  by  the  character  of  its  '  bonus, "  tempts 
the  merchant  to  overstock.  The  eM'ect  of  this  on  the 
trade  is  shown  in  the  next  illustration,  which  rejects  the 
live  deal  in  all  its  forms.  It  may  be  of  i?iterest  in  this 
cnimection  to  note  that  Egg-O-See  is  no  longer  on  the 
market. 

•_'()().  "Protected  price"  method.— In  contrast  to  the 
Kiig-()-See  Company's  [)olicy  is  the  one  pursued  by  the 
l\<  Uogg  Toasted  Corn  Flake  Company.  'J'hey  sell  at 
t  \aetly  tlic  satiie  price  cverywiiere.  It  makes  no  difl'er- 
(iice  wlicther  the  (piantity  be  large  or  small  or  wjicther 
the  location  of  the  dealer  be  near  to  or  at  a  great  distance 
tiniii  the  factory.  In  suj)j)ort  of  this  policy,  the  com- 
I);iMy  claims  that,  wjiereas  the  purchasing  power  of  the 
ili.iler  is  limited,  better  profits  arc  assiurd  him  because 
lli^  selling  power  is  strengthened  through  the  elimination 
i>r  competition  due  to  price  cutting.  It  also  puts  the 
small  dealer  on  the  same  l)asis  as  the  large  one.  So  far 
is  (he  company  is  concerned,  it  enables  the/n  to  main- 
t  III!  the  (|uality  of  th<ir  product  in  the  hands  of  the 
<!'  tiers.  The  latter,  not  being  cncoiu-agcd  by  the  offer 
"I  .1  free  de.al.  do  not  overstock  and  thus  permit  a  large 
'inaiility  of  goods  to  deteriorate  on  their  hands  whit-h 
later  must  l>c  disposed  of  at  cut  prices. 

Of  the  policies  cxemplilied  in  the  practice  of  the  two 
I'lvakfast    food   concerns,    the    retail    trade   apparently 

lif.utr.   ;;r;"   j;r>>im«'>i   piK'C  JiKtiirMi.        i  il     i    rittiii    aliiiiii'ii 

riKcting   the   National    Association   of   l^elail    (irocrs 


2SG 


ADVERTISIN(J 


j)as.sc(l  the  f()llowin<>-  resolution:  "Itesolved,  that  wc 
oi)I)osc  Tree  deals  ol'  all  kinds  and  hclicvc  tliev  over- 
load  the  ^roeers  and  encoiira-^e  priee  eutlin-;/' 

201.  Scluiius  for  iinit'Di^j;  local  or  Inidc  .sclliui^  cmcr- 
i>;cnclcH. — The  methods  so  I'ar  disenssed  have  dealt  with 
thf  !)n)ad  i)rineii)les  whieh  any  firm  must  ehoose  het'ore 
«n[erin<^'  upon  a  General  sellin,i>-  eampai<>n  in  which  ad- 
vertising' must  l)e  an  important  I'aetor.  A  poliey  wjiicli 
enc(. urates  price  enttin^'  hy  the  retailer  is  ineonnrnoiis 
with  an  advcrtisin<^-  jjolicy  which  has  as  its  chier  n<,al 
the  hrandinn-  of*  a  trade  mark  uj)oii  the  j     hlic  min(h 

'lO'l.  Out  of  season  a<Ivirtisi)ifi.—  i){'  h.te  years  there 
has  heen  a  marked  tendency  to  advertise  ooods  out  of 
season.  Hroadway  stores,  for  instance,  in  order  to 
catch  the  south-^oinn-  travelers,  have  eonsjjicuous  win- 
dow displays  of  straw  hats  and  other  summer  goods  in 
.January  and  l-V  hi-uarv. 

Another  reason  for  out  of  season  advertisin<>-  js  not 
to  create  a  new  husiiu  s.  hut  to  hold  the  attention  of 
the  puhiic  until  the  season  opens.  This  is  illustratnl 
by  the  street  car  cards  used  hy  the  Po-osknit  (Garments 
('om))any  in  the  winter,  which  have  an  api)ropriate  i)ic- 
t'.ire  accompanied  hy  the  |)jirase, 

I'lltil    next    -lllllllHT   hen-   w.'Il    -it, 
T(t  niiiiiid  you   all  of   I'uKi-lvnii. 

/\not]i(r  Hrni  ujilch  Ims  m;idc  a  su( cess  is  the  con- 
cern uhich  Mianulactur(s  the  Schnndt-knit  suralds. 
'I'hc  \';\\\  and  winter  months  arc  naturally  he  proper 
seasons  lor  these  ooods.  |,nt  a  sunimei'  deii.and  vas 
created  hv  ad\.rtisino  lli,.,,;  j,,  U,,.  sjM'ino.  TIr-  l,|,;i 
which  this  advertisiiio  exploited  was  the  nccessilv  ol' a 
.sweaier  roi-  sunmier  iioatini;  and  o()|fino-. 

•-'<>;{.  (irltiiii!;  (listrihittion  of  cr/x  nshr  s/nciallii'S.— 


rUKMATlON  Ol'  ADVKRTISINC;  \VA>ri: 


^;3- 


M:iiiy  firms  are  nut  with  the  })roblein  of  marketing  an 
t\ pensive  artiele  in  eonneeticm  with  their  staple  j)r()<l- 
ncts.  An  ilhistration  is  seleeted  from  the  perfume 
;iii(l  toilet  business  heeanse  the  ehara"ter  of  tlie  ^^'oods 
liaiidled  must  meet  the  demands  which  eome  fi'om  the 
npposite  ends  ol'  the  soeial  scale.  The  ordinary  methods 
nl'  fixing  premiums  and  the  like  in  advertisinu'  low- 
priced  toilcl-waicrs  could  hardly  he  used  in  creating 
.1  demand  for  high-i)riccd  perfumes  that  sell  at  five 
(Idliars  ])er  two-ounce  hotlle. 

IJichard  Iludnut  of  \e\v  York  through  elegant  and 
(\j)ensive  booklets  makes  his  appeal  to  the  class  of  so- 
il ty  which  den!  uids  (juality  irresi)ective  of  the  |)rice. 
lii->  DuJiarry  perfume  was  made  popular  among  this 
class  through  a  booklet  pre))ared  by  Mr.  Iludmit  him- 
^1  It'.  Not  oidy  was  no  expense  spared  in  getting  the 
111  •,(  (juality  of  workmanship  and  artistic  skill,  but  Mr, 
Iludnut  sj)ent  considerable  time  in  Paris  prcpai'ing  the 
iM.iti  i'ial  for  the  booklet.  'I'his  involved  an  authentic 
arcoimt  of  the  life  of  Madame  I)u  Harry,  and  her  de- 
]>'  ndetice  for  her  pei'sonal  success  in  intluencing  mon- 
archs  and  courts  upon  the  use  of  certain  distinctive 
I'likt  j)reparations.  Of  course,  the  author  emphasi/es 
tile  fact  that  the  Iludnut  preparations  arc  made  after 
IIh'  methods  employed  by  l)u  Harrys  own  j)erfumers. 
riie  lists  of  customers  to  whom  these  booklets  and 
I' Hers  containing  btautif  d  cards  satnrate<l  with  pcr- 
tiitiie  are  sent,  arc  obtained  from  joc.il  di-uggists  and 
"Mil  r  dealers.  Hut  I  hi-  list  is  gcru'rally  checked  up  by 
!'  Terence  to  thi  local  .and  tra<le  directories  so  as  to  pick 
only  the  names  of  customers  nf  a  c(  rtain  linancial  'at- 
iiig  li\  ing  in  towns  of  ()\(i-  li\(    hundred   iiiliabitanls. 

I'here  is,   pc  rliaps.   no  i)usiiiess   m   winch   tiie  s;implc 
iiiithod  ot'  a<iv(  rtising  can  be  more  ell'ectively  used  than 


!?■ 


I  fill 


fii. 


ll 


2iJ8 


Ai)\Firi'isiN(; 


ill  tlie  perfume  husiiuss.  hut  the  method  must  he 
{uhiptcd  to  the  trade.  Expensive  perl'umes  eantiot  ho 
^nven  away  in  hir<>e  (luaiitities,  nor  can  cheap  means  of 
distrihiition  he  used.  The  (k-or<,re  Eorofchlt  Company 
in  advertisin<r  their  expensive  La  l{ose  Pompon,  and 
Dralle's  llhision  perfumes  furnish  an  ilhistration  of 
tliis  point.  Jn  the  case  of  La  liose  Pompon  a  minute 
sample  hottle  was  offered  wlien  ten  cents  in  stamps 
was  sent  in.  JJut  only  one  sample  was  sent  to  one 
address.  In  the  case  of  Dralle's  Illusion,  anollu  r 
scheme  was  employed,  since  this  perfume  sells  at  -$1.-J.') 
])er  one  drachm  hottle.  Accordinoly,  aluminum  hearts 
were  made  with  a  round  hole  on  one  side  and  the  in- 
terior was  tilled  witii  red  ahsorhent.  ]?eing  noii- 
aleohohc,  the  i)erfume  is  very  histin^-,  and  it  was  found 
that  one  drop  would  ^rjve  out  a  str()n<r  franrance  for 
at  least  a  month. 

An  incident  connected  with  this  method  shows  how 
(hrect  advertisino-  may  often  he  aided  from  indirect  and 
nnlooketi-for  sources.  The  demand  for  these  hearts 
.urew  to  such  an  extent  that  it  called  for  an  investiga- 
tion on  the  j)art  of  the  company.  The  fact  was  re- 
vealed that  women  ordered  scores  of  these  trinkets,  j)ay- 
ment  for  them  heino-  ofi'ered;  the  purchasers  desirin^r  to 
distrihute  them  as  souvenirs  at  social  ^alhcrin^rs. 

20 1.  If'inninc/  flic  con/nrdiion  o'  I  he  (lisj)cnsfrs. 
The  princi|)le  stated  on  a  j)r(  vlous  |)itre  tliat  unless 
the  dealer  has  a  financial  interest  in  the  article  adver- 
tised he  does  not  pay  nuich  attention  to  the  advert isin<r 
matter  is  one  that  should  never  he  lost  si^ht  of  iti  anv 
attempt  to  interest  Jiim.  Th(>  advertiser  should  also 
remcmher  that  advertising-  matter  unsolicited  hy  the 
<iealcr  is  niucii  like  unsolicited  advice--  it  is  not  wantid 
—  and  no  attention  is  paid  to  it. 


ri{i:\  KNTioN  OF  Ai)\  Kin'isi\(i  wAsri:     !:>;}9 

Ayaiii,  if  the  miuiiifactiirer  wants  to  interest  the 
(Ir.iiei-,  he  should  not  send  him  booklets  printed  on  the 
|i(iiii(.st  material,  show  cards  that  advertise  nothing-  more 
tliiii  the  [)i-inter's  mistakes,  counter  wrai)i)ers  that  will 
nut  wraj),  circulars  tilled  with  indecent  testimoni.-ds,  and 
dtlicr  advertising'  '"aids"  which  the  advertiser  thinks  are 
rma|)  because  they  cost  little.  The  dealer  /generally 
(Ntiiiiates  these  at  just  about  what  they  cost  and  will 
mMoiii  use  them.  I'pon  this  point,  ti.e  adxertisinir 
iii.iiia;;er  of  a  lai'^e  dciJartinent  >lore  in  IJutfalo,  New 
\'>vk,  sa\s: 

I  I  aiiiiot  hut  speak  fcolinfjly  of  tliis  waste  txratiso  liardiv  a 
ii\  [)a^s(■.s  hut  It  is  hrou^-lit  foreililv  to  my  attention.  Yi  s- 
tiidav  we  stai-ted  some  KJO.OOO  pieees  down  the  waste  paper 
I  nil,  truck  cheert'ullv  contrlljuti d  hy  (a>v  manufacturers  wlio 
!■  I  thrir  duty  ( iided  when  they  sliipped  a  package  of  carelt^>lv 
jiii  pared,  clieap  circulars,  turned  out  hv  a  sloverdv  printer.  A 
tv.ii  (•(  nt  stamj)  would  have  l)roufrht  the  manufacturer  sending 

(■ important  information,  and  tiie  circulars  could  have  ^one 

liHun   their   paper  cliutc  instead  uf  ours,  saving   them   tiie   cost 
I'l  I  \prl^s■>al!'>'. 


•_'(».").  luvfsfif/alion  of  coiKlilioiis  of  coi'ipcrai  ni 
narssdr//. — That  the  advertiser  should  investioatc  the 
oitiditions  under  which  the  dealer  is  prepared  to  co- 
"peiate  witli  him  is  further  evidenced  by  the  testimonv 
•  '1'  the  Oakland  ("hemical  Company,  the  manufacture  rs 
"f  Dioxyo'cn.  This  conc(  rn  soids  out  only  the  highest 
i;i.ide  of  advertisino-  matter.  The  list  includes  a  ten- 
I'll'T  lithoorai)h  window  cut  which  in  lots  of  ."). (»()() 
'i'M  them  i^l.lO  c;ich.  I'efoi'c  any  oj'  this  companv's 
iii.'ilrrial  was  sent  lo  the  dru,oois|s,  tluy  ncre  asked  to 
MJrcl  the  ad\cilisinu'  dc\icr  which  the\-  wanted  sent 
t"  liiem.  Alono-  with  this  re(iucst  there  was  to  come  a 
p'-  live  a<rrcement   to  use  the  advertisino'  matter  fur- 


•11 

ill 


240 


ADVKRTISINd 


l| 


IF 


iiislied  tlicni.  This  iiu'tliod  was  sup])lcincnte(l  by 
timcly  iu\vs|)aj)cr  adxcrlisin^-,  ^Vith  all  tlu'sc  sat'e- 
niiards.  however,  it  Mas  found  ui)on  investigation  that 
less  than  20  ])er  eent  of  the  dealers  used  the  aids  sent 
them.  Perhajjs.  if  as  iniieh  elVnrt  had  iieeii  ])ut  into  the 
investi<^atioii  hefore  the  campaign  as  was  used  after- 
wards, the  dealei"  ini,ulit  ha\e  heeii  shown  that  hiuii- 
_tii'a(le  ad\ertisini4'  matter  is  \t'ry  costly. 

One  firm,  after  an  experieni'e  like  the  al)o\e,  pii- 
])ai-ed  an  itemized  list  show  itii^-  the  eost  of  each  artirji 
sent  to  the  retailer.  They  found  this  method  fully  as 
effecti\e  in  making  the  dealer  i-eali/e  the  \alue  of  \hv 
ai'tieles,  as  did  the  practice  of  charging  the  retailei-  a 
nominal  price  for  the  hooklets,  hangers,  counter  div 
j)lays,  etc. 

•J()(i.  Dcdhrs  fo  accotiiif  for  (idvcrlisin;/  }n'lj)s. — The 
dealer  should  he  made  to  feel  that  cii'culars,  window 
"ards,  etc.,  are  not  gixcn  him  simply  as  a  mattei'  of 
form.  An  instrui-ti\i-  expei'ience  is  that  oi'  the  I'aietit 
Paint  Company  of  Milwaukee  in  estahlishirm  a  riylii 
system  of  keeping  track  of  all  adxcrtisiny-  matter  am! 
charging  it  up  to  the  dealer.  If  the  latter  was  maikd 
a  hundred  circulars  for  distrihution  among  the  proptrty 
owners  of  liis  territory,  he  was  soon  asked  to  rej)i)it 
upon  the  dis|)osition  ol'  tluni.  If  he  were  sent  an  en- 
ameled outdoor  sign  he  was  asked,  after  u  reasonahlu 
time,  to  tell  when  and  wheie  he  put  up  the  sign. 
Furthermore,  the  dealer  is  charged  with  every  piece  (if 
ad\(!'tising  matter  sent  him.  Of  course,  this  is  a 
theorctif.:!!  charne  so  far  as  the  dealer  is  concerned,  hut 
it  eiiahles  the  tirm  I"  cheek  U|)  thr  results  of  the  ad- 
vertising. If  a  dealt!  is  sent  a  package  of  sj)eeial 
jeallcts,  hooklets  or  enameled  signs,  he  is  charged  oi'  tlio 
l)0(>ks  ol'  the  ])aint  house  with  the  actual  cost  of  thes(. 


rREVKNTION  OF  ADVERTISINC;  WASTK       ^H 


iiK'luding  a  luindliiit--  diar-^e.  By  watcliiiin-  the  ac- 
(dunts  closely,  the  conii)aiiy  can  soon  I  11  wlietiRr  its 
aiivertising  in  any  case  is  profitable  or  not,  ano  il"  not, 
it  can  locate  the  tronl)le.  If  the  dealer  did  not  co- 
operate effectively,  either  through  ini|)roj)er  distri!)ii- 
tion  or  throiin-h  improper  nse  of  the  adverlislnn-  matter, 
('!•  heeaiise  of  some  jxeiiliar  local  sitnation,  that  fact  will 
'  r  disclosed  through  the  accoimls. 

In  the  distrihntion  of  tluir  (iKimeled  si.uns,  the  Pat- 
<nt  C'omi)any  exercises  considerable  discretion,  'riie 
Miialler  si^-ns  are  sent  only  with  orders  amnnntino-  to 
(•lie  hundred  nrallons  of  ])aint.  .Vs  the  si<,nis  increase  in 
si/e,  the  dealer  must  fulfill  other  reciuirements  before  he 
is  niven  one.  The  larovst  si-rn  is  not  sent  nidess  it  is 
.isivcd  for,  and  details  driven  as  to  where  and  how  it 
will  be  displayed.  As  the  company  has  about  a  million 
I'f  these  signs  on  dis])lay  throughout  the  country,  the 
c\|)ense  saved  by  a  rigid  oversight  of  their  distribution  is 
ciiMsiderable. 

207.  Iiidiiciiif/  dcnlcrs  to  use  space  on  their  oxen  ac- 
^"iiiif. — 'Vhc  commonest  method  of  inducing  t!ic-  retiiler 
til  use  the  local  ])auers  to  advertise  manufacturers  goods 
is  to  send  him  newspai)er  cuts  and  advertisements 
free.  Here  again  a  good  method  has  been  injured  bv 
tile  manufacturers'  promiscuous  distribution.  Tlnre  is 
a  tendency,  however,  to  attach  some  condition  to  the 
sdiding  of  these  advertising  aids.  One  of  the  simplest 
conditions  is  to  rc()uire  the  dealer  to  ask  fnr  electros  by 
filling  out  a  specially  (Ksigned  order  blank  To  aid 
tlie  merchant  in  the  selection  of  cuts  one  fiiiii  sends  out 
a  book  made  up  of  regular  news|ia|)er  sto(  k  contain- 
iiit:  impressions  of  thr  cuts,  so  that  the  mcrclian.t  r-an. 
what  the  printing  effect  will  l)e  when  placed  in  the 
IK  vvspapcr. 
c;-iv— 18 


'  I 


m> 


04,0 


AI)\  KU'I'ISINC 


llii 


U 


}  ^ 


111  order  to  til  more  satisfactorily  th.  needs  of  a 
Aai'ied  retail  trade,  one  inanuraeturer  of  iLens  elotliiiin- 
has  I'onnd  it  a  u'ood  practice  to  leave  the  .-pace  hlank 
in  til'  elccti'o  where  the  lasliion  ent  is  used.  i'liis  pei'- 
mits  tlie  nierehant  to  insirt  those  cuts  wliich  illustrate 
tlie  |)articular  line  of  ^oods  or  <iai-inents  which  he  thinks 


hist    to   show 


W 


WW 


Ins    I  reedoin    is    yneii. 


tl 


le   an 


vertisei"  should   he  earerul   t 


( )   see 


that 


e\crv   en 


t    ili 


ns- 


ti'aiini,  ;  adxertised  line  of  <4()ods  should  l)ear  the  tradr 
mark.  It  need  not  he  made  too  ohti'usive,  hut  should  he 
sutliciently  lar<ie  to  remove  the  temptation  of  using  one 
iii'in's  cuts  to  adxci'tise  some  other  man's  wares. 


J()8.   Linl,in(/     dcahr     to     (jcncvdl     i 


(iin  jun'iu. 


Tl 


stimulation  which  the  dealer  felt  when  the  method  of 
I'lU'nishiny  free  cuts  was  tii'st  introduced  is  now  seldom 
aroused  unless  further  inducements  ai'e  ort'ered.  \e- 
c(trdin<4ly,  wide-awake  <4cneral  advertisers  ai-c  -.n  ilie 
lookout  fo!-  hints  or  suo-i^-estions  that  may  aid  them  in 
w  innino'  the  coiiperation  of  the  dealer. 

'"he  makci-s  of  Palmolivc  soaj)  ha\e  heen  successful  in 
<4.  .iin<>-  till'  local  dealers  to  push  theii-  advertisin<^-  by 
otreriny  to  |)ay  "in  kind"  for  l'ahnoli\e  advertisinu'. 
'J'lie  dealer  is  tiivst  infoi'med,  through  a  circular,  that  tin- 
com|)any  has  three  diil'erent  sizes  of  newspa|)er  ad\er- 
tisements.  Prints  of  the  actual  ad\ertisements  aie 
also  shown,  and  each  is  ie|)resented  hy  a  numl)er.  If 
electro  numher  one  is  used,  the  company  otl'ers  to  de- 
Ii\er  one-half  do/en  packages  frrc;  pi-ovided  furt!i<r 
that    the  dealei-  orders  one   <>ro 


ss  01 


r 


[ilmoli\e  for 


HIS 


,toek.       1 


ai-ger   gins   ai'c   oriered    lor   c 


tl'i 


■lect 


ros   number 


two  and  three,  since  the  cuts  ai'e  lai'ger  and  reiiulic  a 
higger  appropi-Iatioii   on   the   part   of  the  dealer,     'i'lie 


otter  concludes  thus; 


,  Hi:\  kn'ikjn  of  aj)\  i;i{'iisi.N(,  wasti;     oi-;j 

'I'll'  ii-(lri-  for  f'lTo  snap  in  t'xcliaii<,n-  for  /ulvcrtisiti^r  will  he 
iuiiiinIk'(I  \ou  iiimiediati'lv  on  receipt  o  the  paper  cotitainiiig 
'In  .(ixertisenient.  The  order  for  soup  will  he  on  vour  re<r- 
ii-  ii'iil)er  ;iri(l  he  sent  to  voii  with  v,,ur  first  lot  of  u(„„js  from 
>  >t:.ck.  Von  cnu  (jonhle  or  ti-iple  any  of  the  ahove  orders 
111(1  nreivc  I'vvv  Talniolive  for  advertisiuM-  in  like  [jroporlion; 
pi"\i(lMl   you    {)uhlish    th.    rleetro   a   eorre-pon(hn^r   niinil)er   of 


1  ;irti('lc  ill  Prhil^r's  Iiih  oiv,s  ;in  illustration  of 
;in  iiiii<|iic  ftictliod.  An  a(l\  citisiiio-  campaign)  carried 
"II  liy  a  larjLre  paint  company  was  national  in  its  scope, 
tint  I'aiKd  to  get  satisfactory  returns.  l'|)on  investiga- 
tinti.  the  attitude  of  tlie  dealer  i)rove(l  to  i)e  the  weak 
M»'t.  Tlie  <j:eneral  niaoa/ines  and  trade  papers  were  al- 
nady  in  use,  ainono-  thetii  the  Snturdan  Kvcuiiuj  Post 
■iiid  tile  Sinida,/  Ma(/(rJiu'.  It  w,is  these  two  [)ai)ers 
'liat  suoiTt'sted  a  plan  for  drawino-  the  dealer  into  the 
HiiiKiioM.  The  i)lan  as  ean'd  out  em[)raced  the 
I'l'iiits  suniniariiced  in  the  foliowuig  outh'ne: 

A.    Plan. 

'i'o  introdiiee  a  "Ili^rl,  Slok'  rd"  "paint  week"'  in  cacii 
locality  wliere  lie  conipan\'s  paints  were 
sold. 

H.    I'rohieni. 

(a)    To  induce  llie  dealers  to  cnoprrate. 

1.    liy  Um    of  >,pacc  on  their  own  account    in  the 
local  Sunday  papers  assoiiated  with   the 
Sii mliiii  Mnscnz'nie; 
i2.    Ry    di>tr'hution    of   circulars    with    the    ,V;/,7 
'/'///    .1/'     irjiic   where    no    Suiida\    |)aper 
"as  printid. 
(  !)  )     '!'(!    isre-'.'if    fl:!-    T-.!:i-.    -.•■.    fl..,!     '!...    .!....!.._    !  ! 

its  bwicfit  to  him. 


I 


if:. 

I!.' 


;2ii 


Al)\i;ilTISING 


"t 


('.     Mrtlio.l. 

(a)    AiuiDiiiicciiiciils    of    "paint    wock"    to    clraltTs    hv 
iiuaii--  (if  toiir  j  aor  I'olorcd  circular^. 

(li)    Dilaii-,  of  llic  [ilan.  and  ar^'UPuiiU  to  iiulucc  dial 
('!•>  to  C'loixratt'. 
"It'_\(in  arc  lliinkin^j^'  ot"  a  >|»i'ciai  n|)rnliii;'  |i,iinl 
\Mik,  lia\c  tl)r  lir>l   week   III  Aprd.      \)  < 
or.tif    \i>!ir   s|or(.    utI    omI    xnnr    puMli- 
and  (■ard>  and  (lis,i|av   cm  r\  tliin;^  \n  n! 
\aiiia;j;f.       Make    a    N|iccial    window    lii- 
|ila\.       l{r(|iiirc  \()ui"  clerks  to  talk  |Miii' 
and   \arni~h   diirlni;'  tlir  entire    wc'k     to 
a>L    voiir  eii^loniers  whether  thev   iiil'iui 
to   paint.      I '-e   special   divpLiy   ad\rrti- 
iii^"  in  m  w^paper-.      He  Mire  to  iiave  our 
a(l\ert!--einent     in     voiir     p;i])ers     dnriii^' 
that   week. 
"This   is   I  he  time   i'or   vour   fidl  pa^'e   or  vmir 
lialC-pacfe  I" 

(c)  A    riniinder    to    keep    the    i'ii'cidar    annoiiiiei  iik  lit 

fresh  in  niiinl.  A  cai'd  witli  the  pictui"' 
of  a  hand  with  tliree  finm'rs  ext  iidrtl  iiikI 
the  woi'ds  : 

Count  llicin  on   Your  Finders 

The   Week-    Hefore 

"Ill-h   Standard"*   Taint   Week 

April   1-!). 

(d)  .\    si'cond   reminder   not    from   \\\r    jiaint    coiiijiiiiv 

l)ut  from  the  Associated  Siindii//  .l/'/^'"- 
,■:/;/(•  otiiee,  and  a  hrlef  ar^iniii'nt  sho^iiiiT 
llie  dealer  the  advantage  of  adverti-iiiC 
locally  ill  eon  jiinel  nni  with  the  pam^ 
company's  national  campaign. 

/..■)     (':M-ds    :i:\:\    i'i)\i\:v-:    M!>(). ()()()    •!!    ■.•.\\\    !!;;;!ler]    f;>r\!>- 

tonicrs  oil'  dealers'"  lists  during  tlio 
"week." 


i'Ri:vi:\  iio.N  OF  Ai)M:irrisiN(i  wasti:     ^^^r, 


(i'j  C'o\»rs  of  the  Siinilit//  Mtii^(ir:iiu-  sent  out  four 
(lays  ahead  of  the  fcN-nlar  i^Mie  to  he 
huii^'  ill  dcaliT.-.'  windows  as  a  sinn,  thus 
'■fh)M'ii<;-  the  eircuif  l;y  adding-  the  hist 
liii      -<>   tlic   h)ea!  advtrtisiiii;-  campaij^ii. 

(<;•)  Coiiiplrtr  copies  of  the  S/imhi/j  .\fnii.!::uic  sent  to 
(Kali  rs  so  as  to  reacli  them  Satiirdav. 

(h)  Ki}.riiil>  .  ■  liu  eover  pa<^e  advirtiM  iiuiit  appear- 
ing- in  t!i,'  Sfitnidd//  KniiiiiLC  I'ost  of  the 
sanii'  weik  forwarded  to  deaiirs  so  a>  to 
reach  theiu  on  \V<  (hiesday  -  the  dav  he- 
fort-  the  reo'idar  issm  appiaiid  foi-  sale. 
These  also  to  he  put  in  eon^picuous 
places. 

(I)  A  clincher  in  the  fonn  of  a  circular  which  was 
finally  sent  to  the  dealers  asking-  them  to 
describe  their  "'Hi^h  Standard"  paint 
■week — the  repoH  to  he  used  in  the  ])re|)- 
aration  of  a  house  or^an — this  to  serve 
as  a  clearing  hoi.ix.  of  infijrination  (>!> 
liow  to  conduct  a  paint  week.  All  deal- 
ers cooperating  were  to  receive  copies. 

low  the  de.iliTs  cotiperated. 

(a)  Hefore  the  specified  date,  all  the  dealers  In  the 
cities  where  the  SinuUiji  M<i^,r.iHc  and 
the  associated  newspapers  circulate,  t:M)k 
space  ranginn-  from  a  quarter  pan-e  to 
two  full  j)ages. 

(Ii)  Many  agents  near  these  centers  took  space  In  local 
papers  hecause  the  large  disti'ihuters  had 
printed  tluir  sniallir  agents'  names  In 
the  associated   papers. 

(c)  All  this  cojjv  callid  attention  to  the  paint  com- 
pany's hack  cover  .advertisement,  aNkid 
readi'rs  to  refer  to  It  and  ended  with  the 
statinuiit  "we  arc  the  local  aifents." 


;n« 


ADVF.UriMNCi 


(,l)    1.: 

(e)   T 


tlic  Mii.illir  towns  the  deaUrs  circulated  notices 
(Irawliio-  attention   to  the  hi<^  advertise- 
ment in  the  Suiuhuj  M a if(rj nc . 
le    ie{)orts    at    the    end    of    the    "paint    week' 
l)rou'j;lit   out  vahiahle  sun-rrcstions  sliou- 
inf.";    iiow     tlie    dealers    advertised,    wliat 
the\-  advertis.d  am'  v>h;it  line  of  paints 
]) roved   the  l)e:;t   sellers. 
(f)    Tlie  contact  thus   estalilished  between   the   deah  r> 
and   t'.ie   niaimfacturer   opened   the    w.iy 
for  a  continujus  cooperation  of  tiiis  k'lhi 
throuu-hout  the   year.      Since  the  '"Hi'ili 
standard"    .veek   campaign   tlie   c<)nij);iiiy 
has  a  )•'  > ord  of  170  l)ackaf;es  of  electros 
.sent  out  one  dav  to  dealers  for  local  um. 


'200.  Ti])s  for  chrJiS. —  Tfow  important  it  is  for  tlic 
manufacturer  to  watcli  every  link  in  tlie  eliain  of  tht 
(listril)uti()n  of  liis  o()()(ls  is  seen  in  tlie  failure  of  some 
firms  to  reaeli  the  consumer  effectively  even  altei'  his 
interest  luis  i)een  enlisled.  Tlie  j)ositioii  of  tlie  ehrk 
should  not  he  overlooked. 

•J  10.  Illrsfrdlions. —  Inclinations  for  showing-  and 
str\  in^f  a  particular  line  of  ,i>-oo(ls  are  often  found  in  the 
ineeiiiivcs  offered  the  eler)  hy  the  inanufaetuier.  A 
ehvcr  scheme,  ojjerated  in  connection  with  Mie  intro- 
duction of  a  new  summer  drink.  l-'an-Ta/,  was  an 
adaptation  of  flu'  coupon  system.  The  coupons  took 
the  form  of  unti;'nsfcral»le  due  hills  jjrinted  ii.  two  and 
live  dollar  denominatii>ns.  'I'liey  wen  -sued  to  soda 
fountain  clerks  wluii  the  drunLiist  or  other  dealer 
ordered  twenty-live  ^'allons  of  l-'an-Ta/.  These  i\\u' 
hills  were  to  he  exchanged  for  two  dollars  wliene\cr 
the  firm  for  whom  the  clerk  opirated  the  soda  fountain 
sent   in   its   lirst    rej)eat    order   for  aiiotlur   twenty •li\e 


rUKVKNTlON  OF  ADVKUTISiNd  WASTE       ^+7 

oalloiis.     The  live  dollar  "^n)l(l  ])()ii(1s;'  so  called   be- 
cause of  dieir  appearance,  were  oivcri  out  with  larger 

orders. 

T'wo  large  l)reakfast  food  comi)aHies  eonihiue  a  dou- 
ble p(;licy  v.-ith  their  methods  of  -tippiun"'   the  clerk. 
'I'he  Cream  of  AVheat  and  the  Quaker  Oats  j)eople  are 
both  sendin<,^  out  with  all  cases  of  <>-oods  small  order 
hooks  for  the  clerk's  use.     Wheu  a  clerk  has  tilled  an 
(,rder  book  with  Ihe  nanus  and  addresses  of  the  pur- 
eliasers  of  Cream  of  Wheat,  for  instance,  the  company 
redeems  it  at  a  u'ood  prolit  to  the  clerk.     As  there  is  a 
•Queen  of  Wheat"'  on  the  market,  it  is  not  ditlieult  to 
iiiiaoine  a  salesman  tryin.u"  to  shift  orders  for  it  to  the 
kind  which  has  a  similar  na;ne.    This  is  the  i)rimary  con- 
sideration of  the  company,  bi      a  secondary  one  is  the 
obtainin<^-  of  an  up-to-dale  mailing  list  which  may  !)e- 
(ome  later  the  basis  of  a  consumer's  advertising  cam- 
paign on  the  part  of  the  comi)any. 

•Jll.  ClcrJxs'  com  mission  for  .siilislitiitio}i. —  It  was  thr 

practice  of  a   well-known  cliain   of  drug  stores   to   in- 

(i'ease  the  sales  of  its  own  pnparation,  by  offering  the 

( lerks  a  tlnrc  per  cent  ii)mmissi(>n  if  they  succee.led  lu 

inducing  a  customer  to  buy  the  store's  l)rand  whenever 

a  trade-marked   article  was  called    for.     This   is  also  a 

tavorite  scheme  for  marketing  breakfast  food  and  otluT 

uroeery  hues.      A  gioeery  clerk  was  given  from  two  to 

tliree  eiiits  per  i)ackage  if  a  certain   kind  of  breakfast 

food  was  sold.     This  commission  method   varies   in   its 

perfoiinancc.      Some  firms  use  it  as  a  substitute  foi-  all 

ntlur  advertising.     Others   use   it    during   <•<  itaiii   dull 

reasons  to  stinndate  trad'-,  whih'  still  .)llirrs  use  it  only 

in  connection   with  demonstrations   in   the   store  by   cx- 

|it  I  ts. 

One   compaiiN     uivi-^   eorn!nis>,ion    to   the    store   clerks 


.'-'  w 


Ai)\  r.urisiNii 


(ml_\  \\liilc  tlicii-  own  denHnistrutors  arc  at  work  in  the 
store.  it  is  lli()ii!_;!il  tliat  I»\-  the  elei'ks"  eocipiTutioii  a, 
i^rcniir  |)i'ii]Miiii(iii  of  all  the  eiisloiiitrs  within  the  store 
will  li.iM-  lh(  ir  alt(  nlioii  drawn  lo  the  conipanys  cU-nion- 
.^ti-aiion  iahlc.  A  suljstitutt'  for  the  dinionst ration 
UK  thod  was  t'oinid  tiy  the  makers  of  l-'oi'ce  in  iiuhRiiiLj 
llic  dcah  Is  to  pciiiiil  the  eonij)any"s  men  to  take  their 
stand  in  \\\r  d(h\(  r\-  room,  and  \,}  nnt  sampk'  |)aeka<^rs 
ol'  l''oi'Ci'  with  apjn'onriati'  rciuhny  matter  into  evt'i'v 
liaskv  t  ol'  out  Li'oiii!4'  li'oods  ()!"  coni'sr,  this  method  re- 
(|uir<s  tiia!  Ilic  eoopt  ration  oi'  the  dehxcry  eU  rks  at  k'ast 
lie  ohlaiiied:  yet  il  is  said  to  he  much  eheapi'r  than  the 
met  hod  h\-  demonsli-atioM. 

Iwk(  all  eomp(titive  method^,  these  means  ol'  ti'Mlpt- 
inu  tlie  clerks  tend  to  heeonie  niori-  and  more  expensive. 
ivieli  company  li-its  lo  win  the  elei-k's  yood  will  hy 
oll'^  liiiM'  a  cent  moie  than  his  competitor.  The  resnll 
is  llial  in  a  short  time  nelthei"  company  has  an  ad\an- 
la^c  since  lit  itlier  can  alVord  to  liivc  more  nnless.  as 
often  happens,  tlie  (pialily  of  the  ^oods  is  lowered  to 
make  n|i  for  the  ad<led  cost  of  disti-ihnt  ion. 

•_'|L'.  ('itii^iilii/in/  (hdltf  (IS  ii'ii'l  (il  nr(/(iiii:ali()il.  - 
'I'he  eommeiciai  nvoiM  is  actinaintcd  with  many  kinds 
of  "peisuasion."  'rii''  wealthy  corporation  can  ad\tr- 
lise  III  a  way  that  will  e\(iitiially  force  a  lari^c  propor- 
tion (if  (kaliis  inlo  haiidiinu'  its  ooods.  Repeated  I'c- 
ijiKsts  will  liiialu  awaken  a  trade  to  llie  rtali/aiion  thai 
it  iiia\  lie  iiiissiiiM  soiiK  tliinn'.  \o  d(  ai<r  cares  to  ha\c 
his  I  iisIdiih  {■>  lliiiik  tliat  he  is  tiot  iiji-to-date  and  liaii- 
dlhiH  a  popular  hrand  ol  !.;oods.  A  steadv  crstomt  i" 
d(  niaiid  fur  a  ci  rtain  hr.ind  of  aitlele  will  linalK'  coii- 
\  ince  the  ;iio-t  ohdiirale  of  ritaik  is  that  he  should  sen' 
in  his  Midi  r  for  these  Ljoods. 

I^l■^llas|on    ol'    anollur    kind.    liou(\er,    ma\     hi'    less 


rKi:\  I'ATioN  ()!•  .\i)Vi:i{'i^isiN(;  WAsn:     J249 

c<vstly  and  in  the  end  just  as  cfiVclivc.  ^fakino-  the 
(Irah  (•  enthusiastic'  hy  shnwiny-  liini  his  eoinniereial  in- 
l( i(.sts  through  the  u^e  of  various  eduealional  methods 
i^  yrowin;^'  to  ite  a  \ahiahle  suhstitute  I'or  the  "estal)- 
!i^h(ll(•nl  of  a  hi-;i!id"  nifihod  hy  costly  advert isini^'. 
Aiihohoh  enthusiasm  is  <4enerally  in  sii^ht,  yet  the 
li'aiei"  must  he  shown  that  tliis  maviiin  is  not  solely  a 
(|ii(  ^tion  ol'  a  i).'iee  aini'eement  i)et\veiii  himsell'  and  the 
iiKinuraeturer.  The  nature  of  the  "(xxjs  must  he  a 
primary  consideration.  Thus,  a  dealer  sl.ould  he  al- 
liiwcd  ..  lar^'er  mar^^'in  on  novelties,  luxuries  and  articles 
i>\'  iin,  vrta.il  sale,  than  on  necessary  commodities  that 
li;i\f  an  esialilished  demand. 

It  will  he  helpful  for  the  manufacturer  to  re^'ard 
ihc  retailer  as  his  sali'sman-  the  link  that  joins  him  in 
I"  rsona!  contact  with  the  custonui'.  Althonyh  nom- 
inally indcjH'ndetit,  the  two  are  really  made  intcrde- 
|M  iidcrit  Ihiou^h  the  liusiness  necessity  of  cari'yin^'  out 
the  \arious  functions  of  distrihution  most  economically. 

•_'1"{.  Di'dlii'.s  jildcc  in  (lislrihiilion.  -'Vhi'  advertiser 
uiiii  sha\cs  till'  dealers  prolils  too  closeh  is  likcK'  to 
lia\c  lost  siu'lit  of  (he  <U'alcr"s  |)lace  in  distrihution,  and 
inli  ss  the  adxcrtiser  is  ready  to  ))i"o\  ide  the  capital 
iitcissary  to  institute  dii'ce!  sales  or  to  fof.  e  the  trade 
into  ac'eptih!^  the  |)osilioi  jI'  distrihutin<4"  a^'cnts  hy 
cxpiMsixi'  "anti-suhstitution"  adxcrtisin^-  amon^'  con- 
siiiiK  Is.  he  should  t I'y  lo  <^iv\\  his  coupcrat ion  i)\-  I'dii- 
ciiliiinal  means. 

The  testimony  of  one  successful  ad\  crl  isiny  manaiicr 
shows  hiivs  this  ttiidcnc;.  tn  cunsidcr  the  r(  lailcr  .-is  pjii't 
•  if  l!ic  ni'iiiufaclurci's  or^^anl/atioii  is  ^rowiji^.  lie 
s;i\ '. : 

1  111'  (ii;i!i  |-  iiiK^I  111'  iiliu'ati'd  a-  "rl!  a^  tlir  cmisiimcr.  Ho 
iiiu^t  (-(tiiu'  III  I'l  i-l  11  >lniiiy;  sfiise  iit'  I  lie  nn  ri(  <if  tlir  articir,  and 


.  4 


^i'A) 


ADVKUriSINd 


tl-is  can  onU  1m>  hroiiniit  .•ihnut  gradually.  Teach  him  tlw 
advantage-,  to  he  derived  from  >elliiig  relial)le  goods,  atid  tin 
j)er>oiial  >at i>t'aeti()ii  which  will  he  Ids  in  pleaMtig  his  customer^. 
(Jive  iiim  a  good  jjrofU  and  hold  him  to  it.  Make  him  feel  tliat 
lir  i>  ,1  %ahial)K  part  of  your  orgaid/ation,  1m  'i'  him  to  sell  your 
product,  link  all  these  things  in  his  mind  with  your  tradr  mark. 
an.l  you  th.n  have  ..nthusia>m.  tliat  greatest  of  all  auxiliaries 
to  an  advertising  campaign. 


J 


CHAPTER  XI 

METHODS    AND    rLXCTIONS    OF    THE    ADVERTISING 
MANAGER  AND  OF  THE  AGENCY 

214.  RcJaiUm  of  advcrlisitig  maiKujcr  to  sales-  (Jfpart- 
;ncfit.—  x\  ^Teat  iiuiiiy  of  the  iiiost  pro^nvssive  concerns 
tliat  atlvci  tise  to  any  extent  employ  an  advertising-  nuin- 
a^er.  Tliis  advertising  manager  is  sometimes  supreme 
in  liis  position,  lian.lling  all  the  details  of  the  advertis- 
ing {kpartment,  such  as  the  writing  of  the  form  letters, 
and  inventing,  ailoj)ting  and  adapting  different  plans 
for  the  advertising  campaign.  The  advertising  man- 
ager, when  he  is  in  sole  charge,  suhlets  his  advertis- 
ing to  the  liill-poster,  signboard  contractor,  advertising 
agent,  and  also  his  jjrinting  if  the  house  does  not  em- 
jijoy  a  printing  })lant  of  its  own. 

In  some  very  large  concerns,  the  advertising  manager 
reports  and  consults  with  the  sales  manager,  the  sales 
manager  having  jurisdiction  over  the  advertising  de- 
I'ariment.     The  sales  manager,  having  the  most  com- 
plete and  direct  contact  with  the  advertising  manager 
and  advertising  departnient,  is  likely  to  have  the  great- 
(sl  success.     He  naturally  has  charge  of  the  salesmen, 
and  posts  his  corps  of  t^  ivelers  in  accordance   ..ith  the 
advertising  plans.     'I'hiis  the  s.-desman  is  in  a  position 
io  e\plait\  to  his  trade  what  the  housf  is  doing  in  the 
way  of  ■publicity:  and  to  emphasi/e  the  inimensl'  amount 
n|   work   that    his  house  is    loing  in  order  to  move  the 
g<M)(ls    from   the  shelves  of   the   retailer   into   the   I'ou- 
iimers'  hands. 

251 


Ai)\  r.K  risiNC, 


:!lil 


III  some  concerns  the  {)»)siti()n  of  sales  manager  and 
a(l\ertisin'>-  nianaiicr  is  lilled  liv  llie  same  i)erson.  I'er- 
liaps  this  is  the  most  ideal  method  ol"  all.  XatiU'ally, 
the  sales  manager  ol'  a  lart;e  concern  mnsl  have  his 
a^sistants,  hnt  the  most  siiccessl'ul  sales  manager  meets 
his  j)ri>l)lems  best  when  he  is  advertisint;'  mana,u,'er  as 
well.  If  the  a(lv(  rtisinij,-  eam})ai,yn  is  conceived  by  the 
sales  manager,  he  gives  the  subject  of  advertising  the 
most  careful  thought  of  his  eiitire  selling  cami)aign. 

'21.').  I  III  portdncc  of  ad'crtis'nig  iwpcndlturc. — When 
a  large  concern  is  spending  >i;-j:)(),0()()  to  ^.)()(),()()()  an- 
mially  in  advertising,  it  is  spending  as  much  as,  or 
more  than,  its  entire  sales  force  would  cost.  Hence,  in 
j)oint  of  exj)enditure,  the  advertising  expense  is  the 
more  im])ortant,  and  is  so  deemed  by  many  of  the  most 
successful  advertisers.  In  other  words,  this  ailvertis- 
ing  becomes  a  sales  force  on  papei". 

Many  of  the  highest  paid  advertising  managers  con- 
sult with  their  ad\ertising  agents,  the  agency  furnish- 
ing a  great  many  of  the  suggestions  and  'much  of  the 
copy  used  in  the  campaign.  The  agent  is  often  of 
great  assistance  in  the  planning  of  the  advertising,  the 
pre|)aration  of  the  copy,  the  checking  of  the  ad\ertisL- 
ments  and  the  ordering  the  entire  details,  thereby  sav- 
ing till'  advertising  maiiager  a,  great  deal  of  umieces- 
sary  laboi-. 

Manv  adxcriising  managei's  get  right  out  on  the 
riiad  tlicmseK  es  and  examine  a  teri'itory  wlieri'  the 
sales  ma\  be  weak,  analyzing  the  laek  or  loss  of  busi- 
ness. ()ften  he  pi'e|iares.  on  the  spot,  an  ad\  (•.•lisiiig 
cam])aign    to   interest    the  special   community. 

'I'hei'e  is  no  greater  argument  in  the  world  I'or  a  sales- 
mai;  to  place  befei'c  his  ti'ade  thaii  a  b<»okl(  t  ])repai'ed 
by    the   ad\erlising   manager   shuwing    I  he    present    ad- 


THE    ADNEUTl^lNti    MANAG1:R 


^ZoS 


vcrtisiiif;'  campaign  in  ])n)<rvcss.  Xaturally.  the  con- 
(rrn's  trade  has,  previous  to  the  salesmaiTs  visit,  been 
advised  of  the  entire  plan  for  the  coming  year  in  ont- 
hne.  This  is  one  of  the  most  necessary  functions  of 
tiie  advertising  manager. 

From  tlie  salesmen,  the  manager  receives  reports  of 
the  criticisms  of  the  trade  on  the  proposed  advertis- 
ing; he  may  also  get  suggestions  as  to  improvenienls 
arul  hints  concerning  the  schemes  to  be  ad()i)ted  hy 
eompetitors. 

21(5.  Advcrfisiu^-  affcucicft. — The  first  American  ad- 
Ncrtising  agency  was  established  by  Orlando  liourne  in 
1S'J8.     Very  little  is  known  of  the  success  of  this  first 
xentm-e.       ":Mr.    V.    B.    Palmer    in    1H40    established 
agencies  in  Boston,  riiiladelphia  and  New  York,  and 
lie  was  the  first  one  to  put  emphasis  on  the  advertising 
business.     In   1849.   Mr.   S.   M.   IVttengill   established 
an  agency  which  met  with  success  from  the  beginning. 
The  agency  established  by   Mr.  I'ettengill  resulted, 
alter  nmncnMis  changes  in  the  tirm's  name  and  personnel, 
in  the  Morse  International  Agency  which  has  charge  ()f 
the  advertising  of  such  well  known  articles  as  Pear's 
Soa]).  Heechanrs  Pills,  Van  Ilouten's  Cocoa  and  C'uti- 

cnra  Soap. 

The  Pctlenuill  agency  was  followc-d  by  the  csta1)lish- 
nirnt  of  X.  W.  Aver  \  Son  of  Philadelphia.  This  cou- 
(vrn  bears  a  most  enviable  reputation  and  is  resjjonsible 
lor  a  number  of  very  large  successes,  notably  the  success 
uf  Pneeda  Hiscuit."  The  late  Mr.  N.  W.  Ayer  was  a 
ureat  friend  '<(  the  rrligious  i.ress.  and  started  his  agee.cy 
by  handling  advc  rtising  in  ilie  religious  pidilications. 

'  Next  in  Onler  of  lime  is  Mr.  .P  W.  Thompsoti.  who 
rounded  thr.P  \V;!lter  'hiompson  Advertising  Agency. 

Mr.   Thompson   started    in   l>usiiiess  in    1H(U,   and   has 


2a4 


ADVKUTISING 


shown  tremendous  ability  and  foresight  in  developing 
a  <ifreat  many  advertising  campain^ns  in  this  eowntry. 
Among  these,  that  of  the  Mennen's  Toilet  Powder 
('onij)any  stands  out  very  prominently.  Mr.  Thompson 
has  great  ahihty  as  a  finaneier,  and  is  reputed  to  liave 
made  a  large  fortune. 

It  may,  therefore,  he  eoneeded  that  those  who  might  he 
termed  the  "old-timers.""  Mr.  Hales.  Mr.  Morse.  Mr. 
Ayer  and  Mr.  Thompson,  were  the  real  founders  of 
the  advertising  ageney  business  in  this  eountry.  a. id 
eaeh  of  these  gentlemen  has  made  a  sueeess  and  a  great 
i'e|)utation  and.  incidentally,  has  accumulated  a  fortune. 

It  is  litting  to  mention  here  the  IJoston  house  of  l*et- 
tingill  and  C'om])any  which  met  Avith  unfortunate  re- 
\erses  in  IDO.'J.  This  house  was  established  very  shortly 
after  the  Morse  International  Ageney  and  did  a  great 
deal  to  foster  advertising  throughout  \ew  England, 
and  afterwaids  throughout  the  Tnited  States.  One  of 
their  largest  accounts  was  that  of  Lvdia  K.  Pinkham 
Medicine  Company,  and  certaiidy  Mrs.  Pinkham's  por- 
trait is  one  of  the  everyday  featu'-es  of  a  newspaper. 
Mr.  r.  L.  Pettingill.  ;  •  founder  of  Peltingill  and 
C'omi)any.  died  a  number  i){'  years  ago.  and  his  son, 
Mr.  I'bert  K.  Pettingill.  succeeded  to  his  business. 
This  agency  is  the  only  large  one  to  have  met  with  re- 
verses and  the  only  one  that  really  has  cost  the  allied 
interest  of  advertising  any  great  amount  of  money.  It 
is  noteworthy  that  Pettingill  and  Company  paid  a  very 
handsome  dividend  to  their  creditors. 

These  agencies,  as  has  been  indicated,  ha\e  bren  nien- 
tioned  in  the  order  of  their  chronological  establishnunt. 
There  are  many  other  agencies  of  great  im|)ortance  vi 
tl      advertising  field.      Among  them  are  (ie<irge  liattti 
iV  Company.   I'rank   Presbrey  Company,  Calkins  and 


'JHi:    ADVKUTISING    MANA(ii:il 


ll,.l(lc!i,  Lord  and  Thomas,  V.  Wallis  Armstrong  c^ 
(  ,  ^inpany.  These  concrrns  arc  handling  some  of  ilie  hig- 
M.  st  and  hcst  known  accounts  and  have  hern  responsihle 
iMf  many  eommereial  sueeesses. 

In  ciiie..,">  there  are  a  nnmher  of  aggressive  con- 
,.  ins.  Some  of  these  liave  made  fortunes  and  reiired. 
TiKie  are  a  numher  of  exeellent  eoncerns  tliat  have 
sprung  up  since  the  starting  of  tliis  inchistry  or  pro- 
Ir.sion.  ()i\c  of  the  well  known  Chicago  agencies  is  tliat 
iniiductcd  l>y  Jolin  I.ee  Mahin. 

The  advertising  agency  has  also  ])laycd  an  important 
part  in  the  development  of  Canadian  husiness.  The 
,„incii)al  Canadian  agencies  are  A.  McKim  Company, 
.1.  .[.  (iihhons  Company,  Limited.  I'atterson  Xorris. 
Limited.  Desharratt's  Advertising  Agency  and  Gagnier 
Advertising  Conipany,  Limited. 

A  recent  development  in  the  agency  field  is  the  or- 
uuii/ation  of  what  are  known  as  export  agencies.  These 
,>tal)lishments  i)rimarily  deal,  as  the  term  implies,  in 
the  hnilding  of  foreign  trade.  They  are  familiar  with 
merchandising  conditions  in  foreign  countries,  with  ad- 
vertising mediums,  with  local  customs  and  are  ahle  to 
tiiniish  the  advertiser  with  local  color.  T.  B.  Brown, 
l.iinited.  A.  (r.  Perry  and  Company  and  the  (iotham 
Ailwrtising  Company  may  he  mentioned  as  representa- 
ti\(  of  this  new  tyj)e  of  agency. 

•-'17.  Imporiancc  of  advcrliHiuc;  mannscr. — In  gen- 
eral, an  advertising  agency  works  in  conjunction  with 
tlu  advertiser,  or  his  advertising  manager,  in  the  \n'c\vA.- 
nilion  and  planning  of  advertising  campaigns.  In 
soiiK'  cases  the  advertising  agent  may  he  the  advertising 
iiiiiager.  in  this  latter  event,  the  agent  has  a  certain 
appropriation  in  his  hands  which  he  will  expend  to  the 
InneHt  of  tlie  advertiser,  adopting  every  good  plan  that 


ir 


d-jO 


Ai)\i:u'nsi.\G 


's  economic-  and  ri<2,lit  for  his  rliciit.  In  fact,  some  ul' 
tlic  keenest  minds  of  this  ccnnitry  are  en«:^ane(l  in  the 
a(Ivertisin<j:  aneney  husiness,  and  snpply  a  ^reat  deal  of 
the  attractiveness  and  a  f^nrat  (leal  of  the  scHin<i'  force 
of  advertisino-.  It  may  he  safely  said  that  00  i)er  cdit 
of  the  money  paid  onl  in  .general  pnhlicily  in  news- 
papers, ma^'i/ines,  street  cars,  hill-hoards,  etc.,  is  ex- 
pended hy.  or  IhroM^ii.  the  advertising'  aj^ent. 

2  IS.  A;:(nc//  (d  T.o/7..  -  The  up-to-date  advertisinu 
agency  employs  a  stalV  of  skilled  writers  who  write  tlic 
suhject  matter  for  the  advertisements,  hooklets,  follow- 
up  letters,  etc.  There  is  an  art  department  also,  where 
many  of  the  pleasing'  illustrations  that  the  reader  sees 
from  day  to  day  and  month  hy  month  are  produced. 
INlanv  of  these  writers  are  i)ai(l  large  sums,  and  many 
of  the  artists  earn  large  rewards  for  their  cleverness 
and  ahility.     They  are  known  as  commercial  artists. 

Then  comes  the  checking  of  the  advertisements  to 
see  that  the  advertiser  secures  the  correct  insertion  of 
each  and  every  advertisement  that  is  ordered.  This 
work  is  done  most  carefully,  for  the  proper  location  of 
an  advertisement  means  a  great  <leal  in  the  success  or 
failure  of  the  year's  advertising  campaign. 

iVfter  the  i)apers  are  cheeked,  the  hookkee])ing  de- 
partment of  the  agency  audits  a-td  ])ays  the  puhlishers' 
hills  and  other  Itills  rendered  liy  the  street  car  companies. 
bill-i)osters,  etc.  The  advertiser  is  then  hilled  from  the 
checking  records,  and  hy  the  time  this  entire  operation 
is  con.plete  the  advertising  cami)aign  is  rounded  out. 

1*10.  fin/xirtdncr  of  advi'rli.siiiii;  aiii-ciit. — Naturally, 
the  element  of  most  importance  is  the  securing  of  the 
husiness.  The  advertising  husiness  has  developed  he- 
cause  of  the  desire  and  energy  of  the  solicitor  of  the 
advertising  agent,  or  through  the  endeavf)rK  of  the  head 


Tin:    ADNKIITISINC;    MANACJHU 


257 


of  the  agency  liiinscir.  Reputation  has  great  weight 
in  the  securing  of  this  ])usiness.  The  prospective  ad- 
vertiser naturally  desires  to  cast  his  fortunes  with  the 
agency  that  has  done  the  best  and  most  clever  work. 

'I'lie  advertising  agent  may  work  for  a  year  on  an 
aecount  that  has  never  advertised.  The  agent  sees 
|)ossil)ilities  in  the  kind  of  goods  made,  and  sees  that 
the  consumer  will  buy  those  g«)ods  to  the  detriment  of 
the  manufacturer's  competitor  if  advertising  can  he 
hrought  about.  The  agent,  therefore,  does  a  great  deal 
I  if  good  to  the  publisher,  the  bill  ;  poster,  sign-board  man, 
street  car  companies  and  all  otiier  places  where  adver- 
tising is  seen. 

220.  licmiincration  of  a^ciit. — The  agent  receives  his 
remuneration  from  the  publisher,  contractor  of  street 
car  space  or  bill-board  contractor.     This  remuneration 
is  in  the  form  of  a  varying  commission.     Therefore,  tiie 
advertiser  is  quick  to  see  that  the  expense  will  not  be 
ureater  to  him  if  he  emi)loys  the  machinery  that  is  in 
the  hands  of  the  agent,  instead  of  placing  his  advertising 
direct  and  incurring  tiie  expense  of  his  own  organization. 
The  term  "agent"  is  to  a  great  extent  a  misnomer. 
I'or  instance,  the  fact  of  the  agent's  receiving  a  com- 
mission from  the  ncwsj)aper  would  naturally  make  the 
(•(iiieern  receiving  the  conmiission  the  agent  of  the  pub- 
lisher.    In  fact,  he  is.     At  the  same  time,  the  agent  is 
also  the  representative  of  the  advertiser,  but,  strange  as 
it   may  seem,  does  not  receive  his  remuneration   from 
tIk  advertiser.     It  is  the  duty  of  the  advertising  agent 
to  protect  the  advertiser's  interests  in  each  and  every 
case.     Although  the  reputable  advertising  agency  has 
a  dual  capacity  and  represents  both,  the  predilection  is 
■d'Aays  in  favor  of  the  customer. 

Tliere  are,   in  a  number  of  cases,   specializing  con- 

C-  IV-17 


MICROCOPY    RESOLUTION    TEST    CHART 

•iNSI  and  ISO  TESr  CHART  No    2 


l«v/  US  ■^*      I^HB 


LI 


1.25 


1^ 

136 


1.4 


2.2 

1.8 
1.6 


^     APPLIED  IM/4GE     Inc 


Un."    '."^^t 


258 


ADVr.UTISING 


i^ 


Btii., 


\^ 


m 


ccnis  Avlio  treat  the  advertiser  in  a  purely  professional 
way,  chargiii^  a  serviee  cluirge  for  the  ])lanning  of  an 
advertising;'  eanii)aign  and  for  the  o><  .-sight  and  ])laeing 
of  the  same,  a  good  deal  in  the  same  eapacity  as  an 


areliileet.  who  ehargcs  a  ccrtani  priee  lor  ins  plans  and 
speeifieations  and  is  then  allowed  a  eonmiission  for  tl.c 
])ro])er  .sn|)ervisi(>n  of  the  earrying  ont  of  all  his  sj)eei- 
jieations.  'I'here  has  been  an  apparent  sueeess  among  a 
few  of  these  speeiahsts,  and  it  may  f»e  that  in  time  ti> 
eome  they  will  attain  more  importanee  than  at  the  pre  s- 
ent  time. 

'22\.  ('<ip<ihUil>i  of  (li^cnt. — A  well-e(juii)i)ed  advertis- 
ing agent  shonld  not  only  he  an  expert  in  his  line,  hut 
should  have  an  entire  organization  and  he  well  ccjuipped 
to  handle  any  line  of  advertising  that  may  eome  to  his 
attention.  lie  should  he  an  excellent  judge  of  ))oss!- 
hilities.  knowing  the  seetions  of  the  country  where  goods 
can  readily  he  sold,  and  those  where  dillieulties  arc  apt 
to  encompass  the  advertiser.  Or  the  campaign  may  he 
a  getieral  one  which  will  include  the  magazines,  the  cir- 
culation of  whieh  is  very  fluid,  going  almost  to  every 
corner  of  the  country,  'riierefore.  the  inlluence  of  this 
ad\citising  would  he  felt  everyw  hei-e.  and  the  goods 
nuisl  ha\t'  a  \t'ry  genei-al  sale  in  order  that  thei'c  may 
\)v  a  minimum  of  waste  in  the  cxi)enditure.  ^Vll  this 
the  advertising  agent  is,  and  more. 

lie  in  lime  secures  the  conlidence  of  his  customer, 
••nd  l)usiness  [.rohlcms  that  do  not  hear  on  advertising 
are  sui»mitt((l  to  him  for  consMcration.  His  advice  is 
sought  and  he  hecomcs  a  part  of  the  advertiser's  busi- 
ness family. 

The  ad\erti^ing  agency  business  lias  attained  almost 
to  fjwj  Kiositjn?!  iif  .:i  nrr)t'(  ssioiK  Mild  those  who  ha^i' 
been  in  the  business  a  tiuiiibcr  of  yc.'irs  ;uid  ha\c  cslab- 


THE    ADVEKTlSIN(i    MANAGKll 


259 


lished  themselves  in  the  confidence  of  their  clients  en- 
joy the  same  comparative  position  Avith  them  that  the 
lawyer  does  with  liis  chent  in  all  legal  matters. 

'2'2'2.  Outliniiiij;  cnmpaii^ii  for  an  advertiser. — In  some 
cases  an  advertising  agency  may  l)e  simply  a  [)laee  where 
tli<'  details  pertaining  to  the  mechanical  or  technical  end 
111'  advertising  are  cared  i'or,  such  as  the  making  of  cuts, 
rliccking  up  of  newspaper  advertisements,  hargaitiing 
lor  space,  etc.  In  other  cases  the  agency  may  assunie 
the  aspect  of  a  commercial  adviser.  It  may  even  keej) 
a  force  of  experts  in  its  employ  who  have  nothing  to 
do  with  advertising  directly,  hut  who  are  sent  out  on 
the  road  to  gather  information  and  to  form  a  judg- 
ment of  sales  conditions  for  the  henetit  of  the  advertisers, 
for  example,  a  manufacturer  who  could  not  account 
lor  the  small  amount  of  his  sales  in  a  certain  section  of 
tlie  South,  put  his  case  in  the  hands  of  an  agency,  which 
s(  lit  a  man  into  this  territory.  The  trouhle  was  dis- 
Kivered  to  he  in  the  (luality  of  the  local  advertising,  and 
liie  inahility  of  the  firm's  salesmen  to  grapple  with  the 
Ml  nation.  A  campaign  was  outlined,  and  immediately 
ilie  sales  trehled  in  amount. 

The  character  of  an  agency's  aid  to  an  advertiser  is 
^'■r]\  ill  the  following  chapter,  where  an  outline  is  given 
I  a  camitaign  prepared  ior  a  large  coticern  mannfac- 
tiiriiig  silverware  and  doing  a  national  husiness.  This 
-liiiws  in  one  direction  the  application  of  many  of  the 
!'iin(ij)les  which  have  heen  emphasized  in  tiu-  preceding 
'I  I.I  piers. 

•J2.'J.    Special  rei)resenlalives.      New  "S'ork   City  nat- 

I'  lily  l)ecame   the  center  of  the  advertising  husii'.ess. 

li'i-  the  reason  that  most  of  the  manufacturers  and  large 

I'lv frtiscfs  hcJia!!   in  the    !'';!st   ]!>!>'>■  I><!n>-!'   *]>.'•    Mi!!;!!?' 

'"■!   I'ar  West  were  (h-veiopcd.      It   was  found  that,  as 


260 


ADVERTISING 


I 


I; 


iii 


htf? 


news{)aj)ers  became  esta!)lished  nearby  and  at  a  dis- 
tance, it  was  necessary  to  have  what  is  now  termed  a 
"special  representative"  but  was  formerly  known  as  a 
"special  agent." 

The  special  representative  is  different  from  the  frcn- 
cral  agent  for  the  reason  that  the  general  agent  repre- 
sents every  j)ublishcr,  receiving  a  commission  from  the 
j)Mblishcrs,  whereas  the  special  agent  is  more  the  direct 
employe  of  the  ne\vsi)ai)er  or  magazine. 

It  is  his  duty  to  call  on  the  general  agent,  and  to 
solicit  business  from  him,  and  also  to  call  wherever 
advertising  might  be  forthcoming.  The  special  agent 
receives  a  salary  or  a  commission  from  his  pub- 
lisher. 

The  business  of  a  "special"  has  developed  into  con- 
siderable magnitude,  ajul  to  such  an  extent  that  the 
"special"  will  buy  space  at  a  flat  rate  from  his  publisher 
and  will  issue  a  rate  card  in  conformance  with  the  rate 
card  of  the  publisher.  This  card  is  used  for  such  local 
and  general  business  as  may  come  to  him  directly,  and 
therci)y  saves  the  difference  between  the  cost  of  the  space 
that  is  bought  and  the  si)ace  that  is  sold  to  the  adver- 
tiser. 

The  sjH'i'ial  rejjresentative  maintains  a  consideral)lc 
force  of  solicitors,  ehecking  clerks  and  bookkee])crs  iit 
his  husincss.  He  oftentimes  irnests  money  with  the 
publisher.  This  is  true  especially  of  the  newspaj)er 
s|)ecial  representative.  A  number  of  "s))ecials"  have 
made  a  business  of  loaning  money  to  publishers  and 
taking  their  recompense  in  such  advertising  as  they 
are  able  to  secure  by  their  efforts.      Many  times,  this 

has  proved  of  great  assistance  to  the  jjublisher.      It  al- 

1..  .1      ■__''_^     _'     „*     _•'*     „      -1 

ows    hiiM    ill    i«|>;i\     iiif    iwaii    liiirnign    aiivii  TiSnig,    an;; 

it  also  makes  it  easv  for  him  to  Imrrow  money  on  time  t.> 


TME    ADVERTISING    .MANAGER 


<nn 


increase  lils  plant  and  develop  his  circulation  and  im- 
portance in  the  coniniunity. 

A  special  representative  will  also  work  with  the 
general  a^ent  to  develop  new  husiness,  and  thus  beconica 
no  mean  factor  in  the  advertising  world. 


tfii  ■ 


ill) 


I*- 


CIIA1>TK1{  XI r 
A  TYPICAL  ai)m;im'isi\(;  campaign 

224.  Dctdils  .set  forth  In  c/  report. — The  campaign,  as 
o-ivon  !)cl()\v  in  the  form  of  a  re|)()rt  u(hh-essL'(l  to  tlit' 
l)rcsi(k'nt  of  n  hii'^e  maniirac-tiii'cr  of  jt'Wch'w  is  in 
many  respects  suhjcct  to  ci-iticism.  hnt  ma\-  hv  vv- 
.yanhd  as  a  lair  <\ami)k'  of  carcfnl  thinking-  and  plan- 
ning'.    The  report  is  reprinted  just  as  it  was  written: 

In  ni.ikiti^r  up  this  plan  of  ,ul\ t  rHvitiif.  ;it  vour  ri'(jutst, 
uc  lijivc  l)oi-Mc  tun  tlilii^N  ill  mind.  One  is  to  attnu't  ivirv 
thiiicr  that  is  i)os>ihlc  to  your  \(  w  York  hiisiius,.  Voy  th. 
sccoikI.  \\v  ulsii  to  ha\c  the  ^c  nci-.il  Ijusiiicss  not  only  main 
taitud.  Ijut  incrcaxd  in  all  (lie  xarious  lines  that  you  man 
ufactui't'. 

We  realize  that  eyevy  (iepartment  of  your  f.ictory  should  !)'■ 
ke|)t  i-unnin^r  on  profitahle  lines,  and  would  adyoeate  only  the 
pushini;'  of  the  froods  that  are  most  jirofitahle  for  yourselyes  to 
ad\<rtise.  U'e  preM.me  that  there  are  lertain  classes  of  n-ood^ 
ili.'.t  are  nioi'c'  prolitahle  than  others.     'I'he  su!4'i;est  ions  on  these 

would    naturallv    <■ >■    fidm    the    f.utory    and    I'epoits   made   i)\ 

\our  salesmen  .as  lo  \\hat   si  emed  to  he  the  hist  sellers  throui^h 
out   t  he  eoiuit  l'\  . 

To  Hit  v\[A\\  down  I  o  I  he  .uKert  isiny  «Mmpai;;'n  as  sui^u'esti-d. 
Ihe  features  nf  the  a  d  \  i  ■  r  I  i  s]  n  o'  are:  I.  DisI  rihul  iiiri  id'  hook 
his  !)y  I  hi'  liie.d  diali  rs  I  h  rnii;;l  lou  I  I  he  eouidry.  \i.  The  U'l-f 
ad\  ert  is|  II  (_!■  Ill  Incal  pi  pi  rs  liv  de.iji'rs  UsUli;'  ihc  t  I'os  iriiftil!  UP 
espeei.aj|\  for  ihuii  .iiid  supplied  hv  \ou.  '.\.  'I'he  sindinn-  nj' 
visitors  to  your  N(\v  ^Ork  stores  In    vour  local  dealers  through 

.1  J         !''  '  jii.i  ...  ....  

I  lie  t'fxni  w  11  it  11  «  1    iiuyt-  <'iiin  u   i  m-      i  ,i  i  i  n    < li   (  1 1  n i  i .         j .     mm 
ma^'a/ine  .id\ eri  islne-.     .">,    The  monthly  puhlication  called  7'/i, 


I 


A  TVPK'AL  ADVERTISING  CAAIPAKIX 


m) 


J: 


Argent,  wliirli  would  1)l-  tlii'  mouthpiece  of  the  factory,  going 
ic  al!  your  dealt  in  all  over  the'  I'ovuitrv.  Wc  sj)eak  of  eucli  of 
these  five  depart  nieiits  ot"  this  ad\  trtisiu^  j)laii  .sejjarately,  giv- 
ing vou  the  explanation  on   the  following  pages. 

One  })<)int  We  v.ant  to  make  plain  in  presenting  this  ])I,in 
to  vou.  and  oru-  of  the  nuportant  I'esults,  is  the  reflex  action 
on  ycnir  Niw  York  stoi-f  }jy  the  local  deak  rs  throughout  the 
I  <)untr\'. 

If  these  local  dealers  advertise  specialties  witli  New  York 
iianies.  if  they  adxertise  ycnir  products  in  their  local  newspapers, 
if  tlu'V  send  out  booklets  t'ontaining  your  name  and  trade  mark, 
if  they  use  this  Letter  of  Credit,  and  if  you  l)ack  this  all  up 
uith  vour  magazine  campaign,  sj)eaking  of  vour  display  rooms 
in  Neu  York,  what  happens?  You  have  secured  the  attention 
of  tile  visitor  to  New  York  City  from  each  and  every  town  in 
tills  country. 


Lirni'.R 

OF 

(  KKDIT 


'J'ho  card  shown  indicates  its  exact  meaning. 
It  is  an  introduction  to  your  New  York  Stores, 
and  at  the  sanu'  time  a  letter  of  credit.  Kvery 
dealer  nuisl  regret  the  loss  of  sales  to  liis  wealthy 
customers  who  {)urchase  away  from  home.  A 
large  j)ortioii  of  this  class  by  custom  seek  New 
N  iirk  for  their  expensive  purchases.  Dealers  in  the  small  cities 
arr  (|uite  intimate  with  tluir  custonu'rs'  doings,  and  if  the  dealer 
can  enjoy  a  share  of  the  sales  made  in  New  \'ork,  in  his  own 
lines,  he  will  urge  his  custonn  rs  to  Use  the  Ktter  of  introduction 
and  visit  \<)ur  store  first.  This  card  is  a  viiy  strong  link  in 
this  chain,  factory  to  dealer  to  New  York,  .anil  it  \k  i.'vident  that 
till  Nrn  ^  ork  \isitoi-  having  this  <'ar(l  in  his  possession  will 
Use  it. 

Tlh-  dealei"  nalurallv  Incomes  an  addt^l  salr"!man  for  you, 
ami  m  turn  the  Nrw  \"ork  store  Ixconii's  sometliing  to  lie  df- 
su'cd  by  him  rather  than  a.  detriment.      'i'here  is    jealousy  exlst- 


nialiu 


fact 


urniii;  concei'u   oi)er.a 


fes   the   st 


ore   or  n.o 


t.    N. 


York 


C'ertiiinly  gets  more  than  its  sliare  of  trade   from  tl 


le    ineoi 


iiilig 


.'^64 


ADVKKTISINd 


visitor.  This  Letter  of  Cn;]h.  or  card  of  introduction,  elim- 
inates tills  jealousy  as  far  as  yon  are  concerned,  because  it  give.i 
the  d.aier  a  chance  to  land  some  Iar<r,.  sales  in  New  York,  and 
to  make  a  ])ro(it  from  them. 

We  should  su^r^r,.st  that  you  allow  the  dealer  a  discount  on  all 
-oods  sold  from  this  canl  of  at  least  15  ])er  cent  on  all  goods 
of  your  own  manufacture.  A  smaller  percentage,  say  10  per 
cent,  could  be  allowed  on  .jewelry,  diamonds,  ])earls.  etc.  This 
profit  is  really  found  money  for  the  d.aier,  and  will  certainly 
make  him  very  friendly  to  your  concern,  to  the  detriment  of 
your  competitors. 

Ordinarily  the  visitor  com.s  here  and  he  is  natundlv  prone 
to  call  on  other  stores,  in  the  proportion  of  the  importance  he 
attaches  to  these  stores.  You  ge^  your  share  and,  naturally, 
the  others  get  theirs.  This  card  will  go  a  long  way  towa  d  elim- 
inating c()mi)eting  conc.rns.  It  also  has  one  great  advantage- 
it  is  absolutely  new,  and  certainly  should  be  very  popular. 

For  the  dealer's  own  space  supply  electro- 
types or  ready  made  advi'rtisements  in  elec- 
trotype form,  with  a  mortise  in  the  cuts  for 
the  local  d(  iler's  name.  These  cuts  are  fur- 
nished by  the  factory  to  the  local  dealer  free 
"^  expense  as  far  a.,  cuts  art'  concerned. 
The  dealer  inserts  them  in  his  own  local  newspapers,  and  j)ays 
for  the  advertising  space  that   these  cuts  occupy. 

The  dealer  is  naturally  very  desirous  of  getting  this  adv(  r- 
tising  service  free.  It  eliminat.  s  the  co.t  of  cuts,  drawings, 
advertising  writing  and  Ihe  various  other  incidentals  that  are 
necessary  to  iuake  u|)  high  class,  <'haracteristic  advertising. 

\V<'  show  a  number  of  examples  of  the  various  si/,"  of 
dealer's  own  space  adv.rt isements.  It  \vould  i)e  nuite  an  expc-nse 
for  a  small  concern  to  prochav  these  cuts,  but  wh.  iv  the  same 
are  being  j)rodueed  in  (juantlties  the  cuts  are  very  clieap. 

We  have  made  these  adv.rf isements  (it  the  d.al.'r's  ne.ds,  but 

•" ' .'      " " "    •'■'  --^  :■::;     : ; ; ; "     ; ; i i " r     i" i i , t T     t  i 1 1  v" 

carry   your   goods.      We   have   made   this   conspicuous    in   some 
cases,  and  in  some  cases  inconspicuous. 


DEAT.l'.R'e. 

OWN 

srACE 


A  TVIMC  AL  ADVERTISING  (  AMl'AKJX 


*^l 


52()5 


Tlu'  fcniptins  thin;rr  is  that  it  m.ikc^  it  cnsy  for  the  dvnhr  to 
ohtiiiii  lii^rh  c'Ihss  advcrtisintr  at  no  co^t  to  liimsclf  cxcrijt  the 
-|)ac("  in  the  papers,  and  it  is  niore  tlian  lii<t'ly  that  the  dealer 
IS  advertisin-r  anyway  in  tiuse  papers,  and  it  is  irksome  for 
liini  to  ])repare  the  advertisements.  He  may  not  have  the  abil- 
ity, but  someone  in  your  iinploy  has,  and  he  would  be  ^dad 
ut  the  ehat.ce  of  tliis  free  advertising  service  that  vou  would 
i^ive  liiin. 

Vow,  we  firmly  believe  tiiat  hundri'ds  of  your  dealers  will 
apply  for  this  service,  and  the  amount  of  advertising  that  they 
Mould  be  giving  you,  even  though  it  is  over  their  own  signa- 
tures, would  be  worth  thousands  of  dollars  in  the  eoursi'  of  the 
year. 

'i'hen,  the  faet  that  they  advertise  your  goods  over  tlieir  own 
name,  makes  them  very  firm  friends  to  your  concern.  They 
nnist  carry  your  goods,  as  they  in  a  way  become  your  best 
agents. 

As  ex})lained  in  TIw  Arycnt,  we  should  iiideavor  +o  make 
this  a<lvertising  coj)y  very  attractive  and  seasonable,  showing 
tlie  Ih-ide's  Silver  for  June  advertising,  Christmas  Presents 
(hiruig  the  holidays  and  various  novelties  from  time  to  time. 

We  also  propose,  iii  this  series,  to  get  up  some  novelty 
nlvertisements,  such  things  as  your  Stuyvesant  I'ocketbook. 
'I'lien  we  should  like  to  carry  this  Stuyvesant  idea  further,  and 
name  a  Init  buckle  'I'hi'  (iotham,  and  something  else  The 
I'ia/a,  or  The  .Manhattan, — everything  that  has  to  do  with  New 
^  nik.  In  that  way  we  really  givi'  the  local  deah-r  a  chance  to 
U' t  \rw  York  novelties,  an<i  tht  New  York  fe.iture  of  vour 
hiisiness  will  be  helped.  I'.very  little  touch  that  can  possiblv 
III    gi\eii  your   New  \ nrV  store  we  desire  to  gi\.'. 

These  ixioklets,  as  shown,  should  l)e  rotten 

li()()KI.l''.T       up  on  jiopular  articles,  good>  that  sdl  readily, 

S1:K\'I('K        wliicii    should    .all    be    trade   marked    products. 

The   idea   is  to   furnish   these  booklets,  with  the 
1     1     «  ..... 

;•■  .w:  r  s  own  n.iiiie  on  iiie  hiie  page.  gi\ing  iiim  a  chance  to  se?i(l 

til'  M'  bookli  ts  out  to  his  customers  in  his  own  envelopes  witli  his 


I 


in 


.m 


am 


Al)\  l.Kl  ISINCt 


tijiinc  oil  tlicin.  of  course.  In  that  way  lie  will  ho  ^-ottliig  his 
a(lvii-ti>iiio-  valuu  out  of  thcin,  and  reminding  liis  customer  that 
lie  IS  in  business,  hut  the  booklet  will  triat  of  vour  own  o-oods 
.solelv.  Wo  indicate  duiiimi(  s  of  a  few.  The  booklet  scheme 
IS  to  make  the  booklet  look  and  seem  like  the  deali  r's  ver\ 
own.      That  is  the  excuse  for  the  dealer's  sendiii;.;-  the  i)ooklet  out. 

I'lif  Argiut,  wjien  it  is  [)ul)li>hed,  uill  s-ieak  of  a  certain 
booklet,  sample  to  be  enclcjsed  with  an  order  blank,  so  that  the 
dealer  may  order  in  quantities  and  indicate  Just  how  his  name 
is  to  be  i)rinted.  'I'here  is  no  doubt  but  that  tens  and  thou- 
sands of  these  booklets  will  be  reiiuested  by  the  Jealers,  and 
sent  to  their  custcjuu'rs. 

No  dealer  would  lu'sitate  to  state  the  superiority  (jf  vour 
floods  if  he  is  carrying  that  line.  He  believes  finnly  in  your 
products,  and  wants  everyone  else  to  have  the  same  faith. 

We  do  not  advocate  too  expensive  booklets,  or  ver}-  laro-c 
ones.  Your  distriiiution  would  be  enormous,  and  the  expense 
can  be  kept  down  to  a  minimum  without  sacrificing  the  attrac- 
tiveness of  the  booklets.  The  ones  that  wo  show  herewith  an 
not  expensive  booklets  in  any  way. 


MAGAZINE  ^^^  ^"^^'^  prepared  two   advertisements 

for  magazines,  which  are  indicated  on  the 

ADVERTISING      opposite    j.age.      The    strength    of    your 

magazine   aiiverti-iiig    .s    to   convince   the 

dealt  rs  around  the  country   that  you   believe  in  sending  tradi> 

to  them. 

'I  he  advantagt  >  accruiner  from  the  maga/Ine  advertisinir  are 
of  two  kinds. one.  you  will  be  able  to  advise  vour  dtaler  that 
Air.  or  >Irs.  So-and  So  has  reijuested  a  catalogue  .and  ,ask  iiiiii 
to  fohow  this  paity  up.  the  other,  direct  sales  that  vou 
can  m.ake  fi-om  your  factory.  This  last  can  be  done  in 
sections  where  \()u  lia\c  no  de.sKrs.  but  conc;rns  have  even 
been  known  to  use  these  replies  to  start  de.ders  where  (Ksir.ible. 

bv    statin.er   fji.it    .-i    s.'i.le    could,    be    !!!'lde.   '.\'.\.    -.•■v.:]'.:'.:!-    \::::y    tr:-..-.:!c 

r^     .  '         ,-s 

that  are  desired  after  the  parfy   re(juesting  the  catalogue  lias 
been  workt-d  up  to  the  point  of  silection.     We  do  not,  however, 


A  'lYl'lCAL  Al)\  J;H'11SIN(;  rA.Ml'AK.N 


'Ml 


,;(K(it';itf  llii>  as  we  l)clit  ve  that  you  >li()ulcl  ncLivL'  a  portion  of 
tlic  j)rofit.s  from  (ilnct  salis. 

It  is  tii(j  cxpriit  luc  of  nio>t  advertisers,  oxeopt  those  that 
iiM'  oiilv  general  puliiicilv,  that  iii;i;;a/iiie  advt-rt  isin<r  can  be 
M)  handled  as  to  ])av  a  |)ortioii  of  its  cost.  'J'hc  dialer  is 
i;iiatlv  iiitiuerieed  hv  this  kind  of  advertisin";. 

'J'he  magazines  are  read  hv  all  elasses  of  people,  hoth  hy 
the  consumer  and  hv  the  ntailer.  You  are  reachiii'r  both  vour 
trade  and  vour  purchaser,  and  tiiere  is  hardly  any  dealer  in  the 
country  but  that  reads  an  advertisement.  He  does  it  himself, 
,iiid  he  believes  that  the  concern  from  \\  horn  he  is  buying  goods 
>luiuld  do  this  advertising.  It  m.akes  him  more  enthusiastic, 
makes  him  })urchase  in  larger  quantities,  and  naturallv  the 
r>  >nlt  is  more  business  for  the  concern  advertising. 

We  believe  very  thoroughly  in  magazine  advertising  for  you. 
It  would  really  be  the  main  ])oint  of  your  whole  advertising 
1  \pense,  and,  as  shown  on  the  estimate  following,  the  amount 
uiuld  be  very  small  in  comparison  to  the  whole  amount  of 
^iilvertising  that  you  would  be  getting  from  the  dealers  all  over 
the  country,  and  they  will  accept  the  sincerity  of  the  whole 
scheme  if  this  magazine  advertising  is  done. 

Our  idea  is  to  start  out  with  the  basic  fact  that  yours  is 
the  oldest  concern  in  America.  We  woulil  show  your  factoi'v 
as  it  is  to-day,  not  as  it  was,  but  as  it  is.  There  is  no  other 
sii\ersmitli  in  the  country  that  can  show  such  an  immense  fac- 
tory and,  as  an  initial  advertisement  in  this  camj)aign,  it  should 
hf  used.  A  factory  of  this  size  is  impressive',  certairdy.  The 
statements  that  are  made  in  the  advertisement  are  certainly  im- 
Jiresslve,  |)ut  W(>  could  droj)  this  factory  advertisement  aftir 
iinr  insertio.i.  and  proceed  to  show  cuts  of  silverware  of  all 
l^mlls,  oni-  month  flat  ware,  another  month  hollow  ware,  and 
wliatever  seemed  to  be  the  thing  that  was  most  in  vogue,  or  to 
\)v  in  vogue. 

I  his  magazine  advertising  gives  you  the  opyxirtunity  lo 
miiiii,,ii  _\,)ur  New  1  Ork  stores,  it  makes  it  ])ossii)]e  to  men- 
tion the  New  York  stores  because  of  the  I.itler  of  Credit.  The 
I.illir  of  Credit    is  the  link   between   tlie  dealers   and    vour  New 


.'^f!.S 


Ali\EHTISL\G 


!H" 


iii 


si 


i;t 


York  stores.  It  eliminates  tlie  jealousy  of  the  New  York  store 
by  outside  dealers,  and  after  a  while,  instead  of  calling  the  New 
\  ork  stores  "display,  rooms,"'  yon  ca,,  call  them  New  York 
Stores  vithont  offense.  It  would  !).•  hefter  to  feel  the  pulso  of 
the  dealers  first,  l)eforc  doing  this,  and  for  th.it  reason  we 
advocate  the  use  of  the  words  "Our  New  York  Display  Rooms," 
with  their  separate  addresses. 

We  also  attach  an  estimate  on  what  it  would  cost  to  cover 
the  magazine  campaign. 

We  will  speak  here  of  advertising  your  goods  in  a  general 
way,  rather  than  in  a  local  way,  because  we  have  treated  of 
the  local  proposition  more  specifically  on  another  page. 

For  your  general  advertising,  we  believe,  as  already  spoken 
of,  that  you  should  \^\\A\  the  articles  that  are  the  readv  and 
most  desirable  sellers.  xXnything  new  that  you  get  U])  should 
be  featured,— that  is,  any  new  pattern  of  flat  ware  cspeciallv. 
—and  for  that  purpose  we  should  advocate  your  using  the 
magazines  such  as  Munseifs^  McClurc's,  Harper's,  Ceufur//, 
Harper's  Bazar,  Everi/bodi/s  and  Cosmopolitan. 

exciiaxgf;  magazixe  advkutisixg. 
W\>  believe  that  in  the  same  character  of  j)ublications,  a  great 
many  exchange  deals  can  be  made.  By  that  we  mean  equal 
exchange,  or  better,  for  the  advertising  space  for  silverware  of 
your  manufacture.  This  would  augment  your  magazine  list 
greatly,  and  give  you  a  s})lendid  list  of  publications,  and  reduee 
the  cost  of  the  sj)ace  matc'rially,  as  you  would  get  list  retail 
prices  for  all  this  exchange  advertising.  We  should  endeavor 
to  get  as  nuich  of  this  as  possible  for  you,  .■ind  believe  that  a 
great  deal  can  be  done  in  this  way. 

SI'K(  !AI,    KKATDtKS   TO    ADVKRTISK   IX   SPECIAT,    IT  HIJCATIOXS. 

We  should  like  to  iMish  your  Baby  Silver,  such  as  the  Rahy 
Spoon  and  other  things  that  you  make  for  babies,  in  pubii.  m- 
tions  like  Ladies'  Home  .lounuil.  Delineator,  McCall's,  n'oimui's 

iit.-::;i    i^  c;  ,;'ip;;  ;ii(i!i    aiiii    i  i  i/ii.Mi\  iipir. 

The  pewter  we  should  like  to  feature  in  sucli  publications  as 


-■^.-■oii.:^ 


A  TV1M(  AI.   AI)V!:i{TlSIN(;   CAMrAKlN  ^f--) 

Ldilics'  Ilnnic  JoiinuiL  (iooil  Ilonsckecping,  Country  Life,  De- 
Hiicdtor,  Cniftstniiii,  House  lirautifid  ••iiul  Siihiirhan  Ijfi\  for 
ur  hclii'vc  tliat  tluTc  is  m  great  illU^c^t  in  {irwtcr  all  over  this 
(iiiiiitry  to-day,  and  tlusL'  })iil)licatioiis  would  bring  enough 
liii>iniss  io  you  to  more  than  pav  for  tiiciiisclvt's. 

We  i\v  not  advocate  ;i  very  large  amount  of  advertising  in 
(luect  fradt'  [)ul)lieal ions  like  Jrurltr\s  Ciiriildr  and  Kcifsfonr. 
\\v  think  that  the  less  of  this  that  is  used  the  better,  because 
lh(  magazines  themselves  go  to  the  trade  to  a  larger  extent, 
and  the  trade  p;i|iers  can  i)e  handled  in  a  very  judicious  way, 
since  tliev  are  always  seekiii"-  business. 

Vou  have  also  another  profitable  branch  of  your  business, 
and  that  is  the  C  oninuinion  Ware,  and  we  should  advocate 
spending  for  this  a  small  amount  of  money  in  a  few  publications. 
.\  'J8-linc  (i>-incli)  advertisement  has  proved  to  be  quite  i)rofit- 
ilile,  and  this  advertising  can  ])e  done  in  the  following  list  of 
pipers:  —  Interior,  Congnff-ntionalisf,  Christian  Advocate, 
y.'iDii's  Herald,  Christian  Work  and  Obsenrr. 


h  ■ 


rrxcTioNs 

OF  "THE 
ARGENT"' 


The  Argent  is  primarily  a  house  organ 
for  yourselves.  This  i)ook  should  be  scut  to 
all  your  trade  once  a  month.  It  should 
contain  a  certain  amount  of  interesting 
trade  matter.  By  that,  we  mean  what  the 
factory  has  Ijcen  doing,  what  class  and  kind 
of  goods  are  selling  readily.  If  possible,  make  the  booklet  full 
"t  helpful  suggestions  to  the  dealers,  but  the  main  feature  of 
'flic  Argent,  to  start  with,  would  be  the  interest  created  through 
till   advertising  service  that  you  would  furnish  the  dealers. 

l^ach  month  we  should  give  them  a  seasonable  lot  of  advcr- 
ti^'  ments.  That  is,  in  the  May  issue  we  should  feature  the  June 
\N"lding  Silver,  and  in  November  would  be  the  holiday  sug- 
i,'f>tions  for  Christmas.  Then,  when  you  make  a  new  pattern, 
"1  have  it  ready  to  place  on  the  market, — a  new  dinner  service. 


■   ....    ,_»>4.^t    ,>i^,    u»    n,   ,11,.    ,,,n    ..,ni     jjctLiciii, Liicse    cuuiu    Oe 

ill  >trated.      Your  novelties,  also,  would  be  shown  from  time 
to  time. 


vw 


J270 


ADVERTISING 


Enclose  an  order  l)l;mk,  a.sklii<r  for  orders  on  this  now  pat- 
tern. Urfje  the  dealer  to  stock  because  certain  of  the  niaf^ji- 
zi.u's  will  contain  flic  advertisenunts  ot"  this  new  pattern,  and 
it  is  the  e\])i  ricnce  of'  others  Miat  these  mail  orders  will  pay  in 
profit    the   co--t   of'   tlii-,   rtt'oft. 

It  would  not  lie  a  liad  jjlan  to  ^et  nut  a  Pewter  N'uinher.  In 
fact,  77(c  Ardent  Knds  itself  fo  i  very  different  departnuiiL  of 
^our  business,  and  would  be  an  intelligent,  silent  salesman. 

We  sliould  natur/illy  sjtiak  of  tlie  booklet  service,  calling'  at- 
felllion  fo  till'  booklet  that  Wiiiild  !»•  enclosed,  and  the  ofi'i  r 
\v()nld  be  made  to  piint  the  de.di  i"">  name  on  the  booklets,  with 
the  riMjUcst   that  he  >i  lul   in  tor  a  cert,  in  (|uantity. 

The  inat;-a/ine  ad\crt  iscuicnl  s  uouli'  aNo  be  I'eproihiced  in 
77(('  .//•(/(■///,  arid  a  li^t  of  the  niaixa/ino  whiu'c  the  ad\ei-ti>r- 
metit  will  ajipcar.  'I'hls  has  a  mi'v  w  hoKsome  t'ffect  on  the 
dealer^,  liecauM'  it  >how>  iheni  tl.ai  \on  are  reallv  pushinj^  vonr 
own  o-oods  and  cndc,-i\  orine'  to  ^'et  the  consumci"  into  his  stove. 
It  >ho\\,s  that  \()u  arc  a^kint;'  'miu,  to  be  sure,  to  s|)eiid  soine 
money  in  hi^  loe  d  |ia|Hi-s.  but  ii  i>o  indicates  your  willin^nos 
to  do  the  s,iiiii    in  niair;i/iiics. 

Then  He  should  siiyo'est  s|iccilic  ser\  ice  of  advertisement-, 
freafinir  spicial  cases  in  a  s|u ci.il  wav  where  the  stock  ads  will 
not   apjily. 

After  a  little  while,  the  ihaK  rs  will  write,  fellinir  how  nnuli 
they  like  the  dealii\  own  sp  ice  advert  iscuKnts.  and  the  special 
.id\  crtisenunt  s.  and   uhal    IIh    (  ll'eci    had   been  on   the   l)Usines-i, 

also     what     ell'ccl      flic      booklels     h.ul     on     the     liusiness.        Colli 
spiMldellCe    \Nould    natui'alU     result,   and    wlielC    these    letters  (irf 
^■ood.  tin  v  (ould  lie  j)rinti(l  in  'l'}\f  .[njiut.     This  method  will 
persuade  oth(  rs   to   adojif    this    fii  i    adverfislnj^  service. 

'i'/ic  Ai(ftiit  could  also  in\:te  deal(  rs  to  make  sufr^est  ion-. 
We  sliouhl  get  up  a  frit  ndly  contest  amongst  your  dealers  in 
preparing  adverriscmcnts.  We  sh<Mi!d  print  fheir  MdvertiM'- 
menfs  ill  Till  .tii/int.  ami  ask  t"or  crllicisuw.  e\erythini;  ui  i 
\erv  iVIeiidlv  wa\.  and  there  cerfain.lv  would  be  some  lively 
Iiiai'fl    a  |>pc  a  lilii^    iioiii    aii    o\t'r    liie   iouiiii\,     tmi    iinii     v..:;;-; 


^"^ 


A  TVPR  AI.  ADVERTISING  CA.MrAKJN  ^71 

lie  iictivc  interest   in   The    irrjent  because  of  the   jM-rsonal   iii- 

ti  rest  each  dealer  would  feel. 

Then    TIu-   Ari^cnt   could   lie    used   to    explain    the   Letter   of 
<'redit,  and  could  he  used  to  n  (jue^t  the  dealers  to  apply  for  these 

letters.      \o  matter  if  sonic  of  th,.   n-ood  thin<^s   that   would  he 

tdvocatefl  hy  'I'hc  Ar<:ciit  ;ire  a(lo{)ted  or  taken  hodilv  hy  vour 
eonipetit(U-s.  'I'hat  is  the  ptrialtv  of  succe.-s,  hut  IN.ineroy 
did  it  first,  and  vou  have  distanced  others  iiy  hcinu-  ficst. 

'J'hen  the  stnel  car  service  coidd  i)e  oli'ered  to  the  various 
d.  .ilrrs,  to  [\\n>v  who  po.>lii!_v  do  not  care  to  Use  the  local  papers. 
'I-  use  the  hooklets.  hut  uho  helie'e  in  street  car  work.  The 
Argent  \\ill  show  reduced  rrpioductions  of  these,  and  offer  as 
many  cards  as  desired,  and  all  this  is  virtually  free  advert isin^r. 
The    hooklets    will    cost    much    less    than    the    dealer's    cost    of 

'ddressiiii.-  and  {)ostarro.  The  electros  or  de;der"s  own  space 
.HKertisements  will  eost  less  than  the  dealer  will  have  to  pay 
fur  the  sj)ace  in  the  local  papers  hy  four  or  five  time,  or  more. 
Mnct  car  cards  are  cIk.-ij).  ;ind  street  car  space  costs  at  least 
III  cts.  j)(r  car  per  card  per  month. 

Taken  altoj^vther.  The  Ari^riit  advocates  advert  i-infr  I,v  the 
i xal  d.aler  v,  ry  thoroughly,  n-lves  him  an  id.'a  as  to  what  is 
^  il'l"''""^;"  ''it  vour  own  factory,  what  new  thino-s  arc  heinj; 
introduced  from  month  to  month,  explains  the  i^ovel  features 
"f  the  Letter  of  Credit.  ol!\  rs  hooklets  and  is  a  constant  re- 
iiiiiid(  r  of  the  fact   that   roiiieroy  makes  sjh  ,.|•„;^,.^,_ 

^.  I'.xeiNonc    of    wealth    visits    New    ^'ork    at     least 

■""'"      'i''"'    diirinn-    Ihc    \car.    one    or    more    times 
■^       No  mailer  uliat   the  distance  is,  they  come  her.'  i.-c- 
cause   Ncu    York    sits   the   pace   in    this   countiy    for 
I  '  hioiis  of  everv  smi. 

Advcrti.sin^r  that  is  d,,ne  os,,-  ;he  dealer's  name,  rvrn  in  a 
'  ry  remote  place,  is  .seen  hs  the  wealthy  persons  of  that  place. 
I!:'sc  men  and  uom.n  t;iay  purchase  immrdi.ite  m  .ds  in  their 
OMi  town,  hut  for  the  ev.lusixc  or  lar^^rcr  or  hetter  purchases 
iliey  come  to  N,  w    NOik. 


i 


Al)\i:RTISIN(i 


h  '- 


I 


m. 


k 


It  is  estimated  tliat  there  are  ."iOOjOOO  stnin^ers  in  New  Yor' 
everv  (lav  tiiroughout  the  viar.  'I'licv  eoiiie  from  a;!  over  tlie 
count rv.  'I'ifl'anv  iV  Co.  Icpctid  luaiiily  on  their  in,ii;aziiic  ad- 
vert isiuo-  to  iiitliienee  thise  people,  alt'noii^-h  not  alto^i'tlier. 
Tliev  di>  spend  nioiHv  in  cities,  advertising  their  oidv  store,  in 
("In'cajj^o,  St.  Loni>,  Dnivcr  and  many  other  phiccs,  but  tlicy 
spend  their  own  money  to  do  this. 

^'oii  are  hound  to  reap  a  twofold  henefit  from  all  tliis  adver- 
tisinj;-  llie  ioi  d  d(aKr>'  advertisements,  the  ina^a/.lnes,  l)on!  let 
(hstrihution  and  >l  reel  car  card^.  You  sell  the  local  dealer,  and 
vou  have  New  York  stores.  The  dealer  in  the  local  towns  will 
he  payin<^  for  advertisinir  in  local  papirs,  and  this  man  is  send- 
iiifjf  hi>  hest  trade  to  ycair  New  York  stores.  lie  lias  the  Letter 
of  Credit,  and  that  !>  additional  levi  raj^-e  th.it  you  arc  using  in 
ohtaiiunei-  his  lulp. 

New  Y'ork  })eople  do  spend  money  freely,  but  tliey  do  not  all 
spend  money  every  day.  Wiien  the  visitor  comes,  lie  or  she 
spend:;  monev  every  day.  That  is  what  lie  or  she  comes  for. 
All  active  local  camp.iign  In  cities  and  tovxiis  will  and  niu^t 
bring  jnople  to  voiir  stores  in  New  York.  The  local  dealer,  to 
he  sure,  is  a  pa'-sixe  agent  in  lhl>,  but  it  is  true  that  he  is  in- 
tluencing  hu-iness  to  your  New  ^'o|•k  stores,  and  presumalily 
vour  I'"iftli  Avenue  store,  that  biiiig  nearer  the  visitor's  proh- 
al)le  hotel. 

In  your  New  York  worli,  wc  should  not  advocate  a  vi  ry  larejo 
expenditure  of  money.  We  should  advocate  sonietliing  like 
.*.■),()()()  this  coming  season.  Tlie  nsiilt:-<  of  your  last  season"-^ 
work  will  show  whether  or  not  the  id\erti>lng  was  desiraiile. 
and  we  belie\(',  from  appearanci>  and  t"roiii  the  large  numln  r 
i)f  people  tli.it  voii  had  call  at  your  -tore,  thai  lhl>  advertising 
was  better  than  aii\  done  pn\lous|y.  It  i>  onl\  fair  to  .i! 
tribute  --onie  portion  id"  I  h.  large  nuinlier  of  jieople  to  tin--  ii' "' 
•»tvle  of  advertising.  'I'ln>  amount  of  money  «ou!d  !»'  men' 
tlian  ample  to  cover  the  jiapiTs  here. 

We  sliould  (idvncnte  yoiir  sendmrr  out  Hride's   Hooklefs,  a   -.aiit 
pie  of  wh.jch  «e  show  on  anotlier  page,  ,and  --ome  ratlnr  snappv 
little    letter';,    but    one    of    the    best    things    that    can    In-    done 


A  TVriCAL  AD\  ERTISING  CAMPAIGN         S>73 

i^  to  aclvcrtise  "Sales  Not  Advertised,"  not  in  those  words,  but 
^Miiutliin^r  similar.  In  other  words.  <rive  your  ehar^e  eustoniers 
.1  rare  opportunity  to  liuy  sonietliiiinr  fr,,,,,  you  at  attractive 
[inces,  'i'his  will  ai)i).ai  to  your  New  York  eustoniers,  for  the 
I'M.lisli  millionaire  is  etrtaiMJy  in  the  minority  liere,  and  the 
>.ime  tlirift  is  found  in  New  York  as  in  Boston. 

Tlie  papers  that  we  u.^rd  this  last  Fall  are  as  ^ood  as  anv 
that  eould  he  selceted,  the  list  hrw^  the  Xn.  York  IlcrahJ, 
IVnrlil,  Times;  Eve.  Sin,,  lirookhm  E(i<:;}c,  lArmiig  Post  and 
liihinic.  'I'll,,  weekly  jiapers  were  Aiiurhnn  Ilihreic,  'J'ozen 
tV  Coinitn/,  Bruckh/n  Life,  'J'ou'ii.  Topics,  Vo<^r,u-  and  Armij  t^ 
,V(/rv/  liegi^Ur. 


l-QUIl'.MKNTS 
FOR   YOFR 
SALESMFN 


Wc  would  sun-frost  that  you  have  hooks 
Rotten  up  for  your  salesmen,  instrueting 
them  as  to  what  your  advertising  plans 
are  for  the  eomir.g  year.  Show  in  this 
hooklet  tile  d(  alir's  own  spaee  service, 
ready-made  advertisements  to  be  use<l  in 
die  local  papers  by   the  dealers. 

'I'he   m;igaziiie   advert isdiients    wouM    al>o   be    shown    in    this 

' '^'  ■i"'l  'I  hst  of  the  magazines  fjiat  would  be  used. 

Let  the  salesman  tell  the  dealers  that  they  will  receive  'I'hr 
. I '•-.»/  once  a  month,  and  that  it  will  contain  novel  and  helpful 
suggestions  in  the  trade  way  from  the  factory.  ,\lso  go  .as  far 
■V  you  like  in  telling  about  this  ad\(rtising  c.impaign,  but 
«(  think  it  would  perhaps  be  Just  as  well  to  confine  most  of  the 
talk  the  salesman  would  make  to  the  sample  advertisements  of 
the  local  dealer,  the  sample  street  car  car.ls  ,.,,,(1  the  m.igazine 
iiHvertising. 

The  salesmen,  from  all  indicatl(,ns  of  your  plan,  shou'd  be 
ftlile  to  secure  laig.r  onlers  from  the  d.  ,ilt  rs.  p.rhaps  i,,  staple 
Imcs  as  wdl  as  in  new  things  \  ou  ar(  makmg.  b(,ause  this 
|i'lveHisirig  cunjiaign    will   !,.■   \.ry   aggressive   and   very   active. 

I  lii     inaL^azille    .adxert  IsIih.-    (Ill)      ,,>,■     ,.,.,, 4 !..».,     .1..!..^  II 


•IS 


Ime  an  .ffeet    on   the  dr:i\ry  b.vause   the  deal,  r  himself  realizes 
that  the  eonsumer  is  greatly   intensted   in  the  magazine  adver- 
IV-   I". 


2T4. 


ADNKH'IISING 


tisemcnts,  and  i-;  influciurd  to  l)uy  cirfiiiii  mamifarturors'  goods 
l)_v  this  iiia<raziiie  advirti>iii<i;. 

'I'lie  saliMiicii  could  also  spi  ik  of  tlio  various  little  hooklrf-. 
etc.,  that  would  he  n-ottrn  out.  ;;ivinu,-  the  dealer  the  chance  to 
see  that  we  would  a|)|)eal  direitlv,  through  the-^e  ]iel[)s,  to  ]v> 
own  tradi\ 

'I'aken  altof^-ether.  it  will  make  a  very  interestinef  topic  for 
the  -alesmen  to  talk  on.  and  will  Indicate  a  spirit  ot"  husinev^ 
;in-n-|-(.ssi\('neNS  Oil  \our  })art,  and  all  tins  ou;j;hl  to  pave  the 
wav  for  lar^^  r  orders  in  more  varied  lines  and  increased  husines^ 
from  t\ei'v   dialer. 

A  f^reat  maiiv  up-to-date  concerns  are  doii!n;  tins  tliin<:;  to- 
dav.  liv  that  we  mean  advisiuir  tlK'ir  salesmen  as  to  tmir 
plans  for  the  future,  for  the  concern's  salesman  is  the  irn>att>t 
advocate  of  advertising  fovuid  an v where.  lie  knows  how  to  use 
this  sort  of  arginncnt,  and  how  to  use  it  well. 


PART  II 

BUSINESS  CORRESPONDENCE 


CIIAl'TKR  1 

Tin:   AHT  AM)   ITS   PROBLEMS 

1.  liiixinc.s.s  cones pondciicc  in  fonrcr  iimcs. — It  lias 
heen  only  in  recent  years  that  one  could  spcak 
of  an  "Art  of  Business  Correspondence."  Not  only 
would  the  idea  have  heen  scoffed  at  formerly,  but  in 
reality  there  was  no  such  thin<r,  ]Jusiness  nr^n  wrote 
letters,  it  is  true,  but  they  generally  re^'^arded  them  as 
formal  communications,  which  had  to  be  exj)ressed  iji 
certain  set  i)hrases.  Very  frecjuently  their  chief  value 
was  as  records  of  transactions,  the  "black  and  white" 
of  it.  As  tools  which  ini,i,dit  be  helpful  in  the  conduct 
of  business,  their  use  was  almost  unknown. 

This  was  only  natural  when  commerce  was  not  such 
an  extensive  affair  as  it  is  to-day,  and  the  idea  of  trans- 
.iclin^r  business  with  ])eopIe  all  over  the  ^rlobe  was  un- 
ihcamed  of.  Rut  even  after  the  lines  of  communica- 
tion had  been  established  and  the  mails  were  made  one 

the  ^rrtatest  avenues  of  commerce,  the  art  of  business 
rrespondencc  la^^nMl  l)ehind  in  the  ^reneral  improvc- 
nicnt  of  the  machinery.  The  ^rpeat  mail-order  houses 
uliich  were  amon^  the  first  to  reco^nii/.e  the  possibilities 
nt  lli(  new  way  of  doin<r  business,  relied  chiefly  on  the 
[•ictorial  art  for  increasin^r  it.  atid  other  concerns  which 
extended  their  reach   to  jnore   than   a   local    patrona^a' 

jiL-;....;._.;.    j-jI!..,!     i...    «::!.-;.,    i'--\\    ...!-...,.!..  .^..    ..i'    il...:_    

•-"•'''••''-  ifclilVvi         *>*         itti^v  1(111        ■i\i«<iii(<i>'t  •'"»!  I'li'ii  117^  VIX  It    ^ 


(■II 


> » I      I :  K  1 1 


I 


^1 


Jl 


.  ];i«'S 


•JT6 


Bl'SINESS  CORRESroNDENCE 


tunitics.     The  letters  were  still  for  the  most  part  mere 
makeshifts,  not  tools. 

2.  Old  methods  of  instruction.— To  what  extent  this 
faet  was  the  result  of  the  teaehing  of  hnsiiiess  corre- 
spondenee  and  the  text-hooks  on  the  siihjeet  ean  only  he 
eonjeetured.  At  any  rate  what  little  instnietioii  tiiere 
was  dealt  prineipally  with  the  meehanieal  forms  of  the 
letter— the  salutation,  eomplimentary  close,  etc.  The 
hody  of  the  letter  was  also  made  as  much  of  a  median- 
icarform  as  possihle,  and  models  of  various  kinds  of 
letters  were  ^iven  to  he  rigorously  followed  hy  the 
student.  These  models  most  frequently  hegan  and 
ended  in  some  such  way  as  this: 


My  Dkar  Sir: — 

Your  favor  of  tlic  li3tli  inst.  received  and  in  reply  would 

say :  — 

(Here  follows  the  rcplv  with  a  wealth  of  "hercwltir's,  "herc- 

l)y"«,  "pursuatif's,  etc-.) 

Trustiiif^  to  receive  an  early  aiul  favorable  rejjly, 

We  remain, 

Your  obrdicnt  servants, 

JONK.S   &    Co. 


That  kind  of  letter  writing'  could  ohviously  never 
hccotne  more  than  a  poor  crutch  to  husiness.  And  yd 
many  hooks  oi'  very  recent  date  encoura^'e  it.  For 
that 'matter,  too,  some  of  them  give  models  for  letters 
of  condolence,  love-letters  favorahle  and  unfavorahle. 
and  the  like.     Such  was  their  idea  of  correspondence. 

'.].  aroKth  of  till-  art  of  business  correspondence.  ■ 
It  was  not  in  the  instruction  either  of  schools  or  of 
hooks  that  husiness  coirtrsjioiuK  iUL  ;;vgr;ri  lO-  i>e  rec-u- 
nized  as  an  art.     It  was  in  the  actual  practice  of  husi- 


II 


THE  AHT  AND  ITS   PROHLEMS 


ness  men,  and  as  usual  it  came  as  an  outgrowth  of  com- 
petition. The  struggle  to  get  new  husiness  and  to 
keep  the  old,  since  much  of  it  was  done  hy  correspond- 
(iice,  necessitated  improvement  of  the  methods.  Xat- 
ura'ly  those  men  who  wrote  effective  letters  had  an  ad- 
vantage. Of  course  there  have  always  heen  numerous 
reasons  for  the  success  of  one  firm  and  the  failure  of 
another,  but  among  them  the  ability  to  write  good  letters 
or  the  lack  of  that  ability  assumed  increasing  impor- 
tance. It  u  safe  to  say  that  at  the  present  time  nine- 
trnths  of  the  notably  successful  business  men  and 
l)usiness  houses  of  the  country  pay  particular  attention 
to  their  correspondence,  and  strive  to  make  it  reach  its 
possibilities  of  accomplishment.  Business  correspond- 
ence is  recogni/x'd  as  an  art. 

Moreover  it  is  now  being  studied  and  taught  as  an 
art,  although  its  development  has  reached  only  a  limited 
stage  as  yet.  Trade  papers  are  beginning  to  devote 
sjiace  to  it,  a  few  books  of  advanced  type  have  been 
published  on  the  subject,  and  a  few  schools  have  taken 
it  lip.  It  is  still  in  a  formative  stage,  and  much  remains 
to  !)e  done. 

k  PiirpoHC  of  })iisint'ii.<t  correspondence. — In  consid- 
( I  ing  business  correspondence  as  an  art,  we  shall  do  well 
til  consider  its  pui-poses,  in  so  far  as  these  differ  from 
those  of  other  l)rancbes  of  Knglish  composition,  and  see 
iiist  what  our  problems  arc.  This  done  we  shall  be 
III  iter  prepared  to  choose  the  means  we  shall  emj)lov  to 
efl'eet  the  purposes  and  solve  the  ])roblems. 

Ill  most  iiranchcs  of  Knglish  composition  the  purjxise 
is  ritber  to  instruct  or  lo  amuse.  W'c  jxisscss  knowledge 
th-it  we  des!?'e  to  iiuDHi't  to  otb.er  Deonle.  or  else  we  !ui\'e 
siiii  or  heard  sometbing  that  interested  and  entertained 
Us  and   desire   to  shai'c   tlic   feeling   with   others.      Ob- 


i 


m 


27H 


BUSINESS  CORKKSruNDKXCE 


m 


•1 


:  ^  us 


li  I 

It?- 


it, 


vionsly  neither  of  these  purposes  is  uppermost  when 
we  are  writing'  a  })usiness  letter.  Either  or  hoth  of 
tlieni  may  be  elfeeted  ineiclentally;  either  or  hntii  may 
be  helpful  in  aehieving-  our  main  purpose.  Indeed,  wc 
shall  find  that  in  eertain  kinds  of  letters  they  are  ot 
great  im})ortanee.  ]Uit  praetieally  all  business  corre- 
spondenee  is  written  with  the  view  of  obtaiuiug  })rofit: 
that  is  its  prime  pur])ose.  All  others  are  seeondary  to 
this.  And  the  best  business  letters  are  those  that  with 
the  most  eeonomieal  expenditure  return  the  largest 
margin  of  profit  to  the  sender. 

It  is  true  that  not  all  business  letters  are  written  with 
the  purpose  of  obtaining  an  immediate  money  return. 
Colleetion  letters  and  sales  letters  obviously  do  ha\e 
this  as  their  direct  intention,  lint  when  a  man  sends  an 
order  for  goods,  when  he  answers  a  complaint,  when  he 
applies  for  a  position — in  all  these  and  a  dozen  otl:er 
cases  he  is  lii-:ewise  aiming  at  a  result  that  shall  be  com- 
mercially protitable  to  himself.  Ilence  we  may  safely 
say  that  business  correspcnidence  is  distinguished  from 
other  branches  of  Knglish  composition  chiefly  by  the  fact 
that  it  has  as  its  main  purpose,  profit. 

l^rofit  necessarily  involves  action.  A  glance  at  tlie 
deri\ation  ol'  the  word  alone  ^^()uld  be  enough  to  assure 
us  of  this,  if  common  sense  and  the  maxims  of  the  com- 
mercial woild  wei'e  not  also  at  hatul  to  help.  For  tin 
word  is  deri\ed  from  Latin  words  meaning  "to  do"  and 
"lor."  We  want  men  to  do  things  for  us  that  means 
])rolit.  And  lo  act'omplish  this  we  write  letters  to  thciii. 
use  the  ilexibie  and  powerful  weapon  of  the  Knglish 
lanouagt'  upon  tluni.  It  h;is  been  well  said  that  busi- 
ness I'oi'respondence  is  the  art  of  using  v.ords  "so  as  t(» 
make  men  do  things." 

5.   7'(.s/  (if  (I  /(//(•/•. --This  (piestion  of  piu'pose  is  in- 


THE  ART  AND  ITS   PROBLEMS 


27!) 


■>  m 


^istc(l  upon  at  this  len^tli  because  tliere  is  frequently 
;i  tendency  to  l(Jok  iij)on  a  letter  as  a  production  which 
may  have  merit  in  itself,  apart  from  any  effect  it  pro- 
I luces.  The  real  test,  and  the  only  test  of  a  business 
letter  is  this:  Does  it  make  your  corresj)ondent  do  what 
\ou  want  him  to?     Does  he  responds 

In  this  connection  it  is  well  to  bear  in  mind  another 
(iilference  between  letters  and  other  forms  of  composi- 
tion. A  letter  is  ordinarily  directed  to  a  sin^'le  individ- 
ual. Frequently  we  see  letters  that  remind  us  of  the 
piayer  of  a  noted  clergyman  which  was  reported  by 
Diie  of  the  newspapers  as  "the  most  elofiuent  ])rayer  ever 
addressed  to  a  IJoston  audience."  It  is  possible  for 
k Iters  to  suffer  from  similar  misdirection  of  effort.  It 
is  j)ossible  for  them,  too,  to  be  effusions  that  sou!id 
well — so  ^ve\\,  indeed,  that  we  find  in  them  no  other 
dl'ect. 

A  letter  should  be  regarded  as  a  tool  or  a  machine 
wliich  has  definite  work  to  do.  Xothin<i'  must  interfere 
w  ith  its  ability  to  do  the  work  re(iuired  of  it.  A  machine 
may  be  a  very  handsome  and  interestin<^  affair,  but  if 
it  doesn't  do  the  work  it  is  cast  into  the  junk-heap.  A 
li  Iter  that  is  merely  "artistic,"  a  tissue  of  fine-sounding 
words — an  end  in  itself — should  likewise  be  cast  into 
tlic  waste-basket  iristcad  of  being  graced  with  a  post- 
.itic  stamp.  The  waste-basket  is  its  ultimate  destination 
anyhow. 

'I'he  ])roblem  has  thus  become  delinite.  Somewhere 
tin  I'e  is  a  man  whoni  we  want  t(^  do  something  for  us. 

1  liis  we  e\))eel  io  accoMq)lish  by  means  of  a  letter.      We 
aiv  going  to  write  a  Utter  which  will  do  the  wofk,  and 

'>'    have  no  other  test   for  the  letter  than  its  abilitv  to 

tin  it. 

ti.  Tlic  ncccssil//  of  conviction  and  jwrsuasion. — The 


'fS 


•J  so 


BUSINESS  C'UllKKSPONDEXCE 


:i  :iii 


prohlem  is  fur  from  being-  as  siir.|)le  as  it  souiuls. 
In  a  way,  it  is  more  diflicult  than  those  of  the  scientist 
or  tlie  novelist  wlio  aim  either  to  instruct  or  to  entertain 
their  readers.  For  it  is  easier  to  do  either  of  tliese 
tilings  than  to  incite  to  action.  Tlie  old  saying  that 
"you  can  lead  a  iiorse  to  water  but  you  can't  make  him 
drink"  has  its  application  here.  The  mere  inertia  of  a 
man  makes  it  necessary  tiiat  some  force  be  used  to  start 
him  into  a  state  of  activity.  I  lis  reason  must  be  affected 
to  convince  him  that  the  course  of  action  we  propose  is 
wise.  His  emotions  must  often  be  touched  to  persuade 
him  that  the  result  of  this  action  will  be  ])leasurable. 
Frecpiently,  too,  he  has  prejudices  that  must  be  over- 
come before  he  will  act. 

Tims  it  will  })e  seen  that  the  art  of  the  correspondent 
is  similar  to  that  of  the  debater  or  the  salesman.  It 
combines  the  necessities  of  conviction  and  of  persua- 


sion 


The  manner  in  which  conviction  and  persuasion  are 
used  varies  greatly  with  the  kind  of  letter,  and  will 
be  discussed  in  connection  with  the  separate  kinds.  But 
it  may  be  taken  as  a  general  rule  tliat  the  two  processes 
furnish  the  chief  means  to  inalcc  men  do  thinff.f. 

Of  the  two  processes,  conviction  is  by  far  the  more 
imi)ortant  for  o-ir  pur))ose.  Without  it,  the  other  is 
useless,  for  a  business  man  is  not  likely  to  be  greatly 
affected  by  what  is  coinnionlv  called  "hot  air."  lie 
wants  facts,  and  conviction  is  a  matter  of  the  clear  and 
forceful  presentation  of  facts.  "Facts  are  like  bullelN: 
there  is  no  dodging  them."  To  cany  the  simile  a  little 
further,  persuasion  alone  is  like  a  blank  cartridge:  it 
makes  a  good  deal  of  noise,  but  it  does  not  reach  the 
niai'k.  Thei-efore  this  treatise  deals  mainly  with  the 
proper  j>resintation  of  lacts.     What  kind  of  a  presenta- 


Tin:  ART  AND  ITS   PKOHLEMS 


2«1 


lion  is  proper  is  a  qiu-stlon  whicli  involves  a  multitude 
of  considerations,  some  of  which  may  hriefly  he  'xamined 
here. 

7.  Corrcsjmndcnt  and  salc,sman.-~\  comparison  has 
heen  made  hetween  the  task  of  the  correspondent 
and  that  of  the  personal  representative  of  the  company, 
or  salesman.  The  correspondent's  task,  of  course,  pre- 
sents immeasurahly  the  crreater  ditHculties.  In  addition 
to  the  diiliculty  of  gaining  a  hearing  there  are  the  diffi- 
culties of  holding  the  reader's  attention  and  of  answer- 
ing the  ohjections  that  may  arise  in  his  mind.  There 
are  other  difficulties,  too,  so  obvious  as  hardly  to  need 
(numeration.  The  mere  fact  that  the  correspondent 
must  depend  on  mere  words  in  cold  black  and  white 
seems  at  first  to  put  him  at  an  insuperable  disadvantage 
when  compared  with  the  personal  interviewer. 

This,  however,  is  ))y  no  means  the  case.  Business  men 
aie  apt  to  trust  more  to  their  :  s  than  to  their  hearts, 
under  the  ])k,ising  impression  lat  the  former  is  hard 
\\  hile  the  latter  is  soft.  Ilenoe  they  frecjuently  have  a 
wholesome  distrust  of  the  i)ersonal  representative,  while 
they  welcome  a  written  communication.  Ano  it  is  true 
that  the  letter  does  expose  the  truth  or  falsity  of  an 
argument  more  mercilessly  than  the  salesman.  But  its 
\<  ly  weakness  is  its  strengtli.  The  adage  "sell  in  per- 
Miti,  but  buy  by  mail."  is  so  well  recognized  that  the 
iv\erse  may  be  an  -/(lually  good  rule  to  follow.  At  any 
late  those  who  have  no  deception  to  practice  are  not 
likely  to  be  greatly  inconvenienced  by  the  fact  that  de- 
n  ption  is  more  dillieull  in  a  letter. 

«.  Lcllcrs  and  talk. — Because  a  letter  is  in  a  sense 
intended  to  take  the  place  of  a  j)ersonal  conversatio!i, 
till  statement  is  frecjuently  made  that  a  good  business 
Ivtler  should  be  as  much  like  good  talk  as  possible.     To 


■'H 


\  mm 


'28-2 


BUSINESS  CUHHKSrONDENCE 


fr-i 


m     ■ 


■  ii 


some  extent  this  is  true,  but  it  is  l)y  no  means  literal 
truth.  Written  words  have  far  I'rom  tiie  same  e fleet  as 
spoken  ones.  Many  sentenees  that  sound  well  enou<^h 
when  sj.oken  are  erude  in  the  extreme  when  set  down 
in  hlaek  and  white.  Moreover,  talk  is  a  leisurely  affair 
compared  to  a  letter.  Here  jverythin^  must  he  con- 
densed. There  is  no  room  for  lon^- winded  explana- 
tions. The  faets  must  stiek  out  so  })lainly  that  they 
can't  be  missed,  and  they  must  be  set  forth  in  language 
that  is  unmistakable.  Heal  talk  transferred  to  paper 
would  be  tedious  if  not  grotes(|ue  in  many  cases,  and  in 
ahnost  all  cases,  it  would  be  ineffective. 

The  grain  of  truMi  in  the  statement  is  the  fact  that 
the  letter  should  not  appear  stilted  or  pedantic.  For 
that  reason  the  use  of  colhxiuialisms  and  informal  ex- 
pressions is  often  desirable.  l?ut  this  is  only  one  of 
many  little  devices  that  may  be  emjjloyod  in  writing  a 
letter  tlu't  will  give  a  man  somewhat  the  same  imj)res- 
tion  that  a  talk  with  liini  might.  A  fuller  explanation  of 
these  devices  will  be  given  later.  Talk  we  do  not  want 
in  a  letter;  what  we  want  is  to  ])roduce  the  effect  of  talk. 

More  than  this,  we  wish  to  give  the  effect  of  our  own 
l)ers()nality  and  make  the  reader  feel  the  influence. 
The  letter  is  our  l)usijiess  representative  and  it  must  as 
nearly  as  possible  produce  the  same  effect  that  our  own 
])ersonal  contact  would.  \Ve  cannot  afford  to  disregard 
the  |)ower  of  ])ersouality.  Many  letters  do  this  by  ein- 
])loying  simply  a  string  of  stereotyj)ed  expressions  and 
phrase-book  sentences.  Others  do  it  by  a  stiffness  and 
lack  of  flexibility  that  treats  all  kinds  of  letters  alike. 
Little  success  can  follow  the  use  of  such  means.  Nor 
can  good  come  of  imitating  lettei-s,  much  less  of  using 
set  forms.  For  that  reason,  models  are  s])aringly  used 
in  this  treatise.     The  letters  that  are  included  are  solely 


TIIK    AUr    AM)     ITS     ruOIU.l'.MS 


lis;  J 


for  the  i)iir|)()sc  ol'  illustration.  Tlu'v  arc  not  intended 
as  guides. 

!).  I ht prcssion  vcrsuff  (wprcssion.—'Vhv  importance 
of  this  warning,  and  indeed  the  siiiiiifieanee  of  all  that 
has  heen  said  al)ont  the  uritino-  of  husiness  letters,  niav 
he  hcst  suniined  up  hy  saying-  that  the  purpose  of  a  let- 
ter is  not  iwprc.ssioii.  hut  impression.  What  the  writer 
says  is  not  the  test;  the  ])<)int  is.  what  does  the  reader 
•ret  ?  The  message  must  he  conveyed  to  him  if  he  is  to 
act  in  such  a  way  as  to  ])i()duce  jjrotit. 

Theoretically,  of  cou'.'se,  all  Knolisli  com])osition  is 
intended  to  convey  ideas  and  feelings.  Practically, 
however,  few  persons  think  of  anything-  hut  ex])ressing 
them.  They  are  more  interested  in  f'orniin<r  a  "style," 
and  they  accept  the  old  definition  tliat  "style  is  the  man 
himself."  (This  is  really  a  nn'scjuotation  of  the  ori<^inal, 
which  meant  "Style  is  of  the  man.")  In  i)usiness  let- 
ters the  writer  sliould  not  concern  himself  with  style  as 
such;  he  sliould  he  thinking-  of  the  reader  and  of  the 
message  he  wants  th.e  reader  to  receive. 

In  })ractice  what  does  this  mean:'  It  means  that  every 
Utter  should  he  adapted  to  the  character  and  mind  of 
the  reader.  The  ideas  must  he  such  as  he  will  nnder- 
stand.  The  lanirua^e  and  tone  must  he  such  as  lie 
would  use.  Kverythinix  that  enters  the  letter  should  l)c 
chosen  hecause  it  will  he  most  likely  to  ai)|)eal  to  him 
and  impress  him.  rnlcss  you  write  the  letter  in  this 
way  you  are  in  tiie  position  of  a  wireless  operator  whose 
instrument  is  out  of  tune  with  that  of  the  receiving  sti*- 
iinii.  'S'ou  must  tune  up  with  it.,  adjust  to  it,  or  the 
iiK  ssaye  will  never  reach  its  destination  and  can  pro- 
flnce  no  results. 

10.  Adjust  mciit  ill  lilciuir//  com  position. — This  fact 
Will  perhaps  l)e  clearer  if  you  consider  the  work  you 


a 


t,-l 


284 


BUSINESS    CORHKSPONDENCE 


t 


must  do  to  read  literature  with  enjoyment.  You  know 
that  you  must  adjust  yourself  to  the  writer.  It'  he  is  a 
forei/xn  author,  you  must  learn  his  language.  It'  he  is 
one  of  the  older  Kufj^lish  writers,  you  must  have  a  glos- 
sary and  ex])lanatory  notes.  Often  you  must  have 
knowledge  of  his  field.  Von  must  know  something  of 
the  Scoteh  dialect  and  Scotch  customs  to  read  Burns; 
something  of  British  jxilitics  to  understand  liurke. 

This  is  not  all  Every  author  demands  not  only  a 
certain  knowledge  on  your  ])art,  hut  also  a  certain 
mental  or  emotiojial  adaptation.  Long  ago  you  learned 
that  the  taste  for  C'arlyle.  liuskin,  Thackeray,  (ieorge 
Kliot,  Emerson,  or  any  other  writer  of  strong  individu- 
ality came  only  after  hard  work  on  yoiu'  part,  ^'ou  are 
willing  to  give  this  hard  work  in  order  t(»  receive  the 
messages  of  these  writers.  Vou  know  that  you  must 
make  the  adjustment  or  it  will  not  he  madt.  and  that 
the  reward  is  worth  the  toil,  l*erhaps  you  prize  it  the 
more  highly  hecause  it  is  hard  won.  Sometimes,  how- 
ever, you  gi\e  up  in  dispair  and  throw  the  hook  aside, 
saying,  "I  can  make  nothing  out  of  this."  It  is  j)rol»a- 
l)ly  true  that  husiness  men  would  read  the  classics  more 
if  the  mental  effort  rttjuired  on  their  part  were  not  so 
great. 

That  is  otic  rt  asoii  why  husiness  men  look  to  i!ie  l)o|i- 
>dar  iu\\sj)apeis  and  magazines  foi-  tlu  ir  littrarv  en- 
joyment. Here  the  |)uhlishers,  who  are  dependent  oti 
their  eirculatioi!  for  a  li\ing.  ha\i'  made  an  attem|)t  to 
find  out  what  their  I'laders  want  and  to  give  it  to  tlieiii. 
Most  of  them  conduct  tests  and  itncstigations  to  dis- 
co\cr  what  tlungs  tluv  p:i!)lisli  are  well  reeei\('d.  hi 
till-  same  \\:[\  the  w  riters  of  hest-seljing  no\(  Is  are  cater- 
in  >  !•   \i  I    till'    !  > ! ! !  H  !  { ' .    'A'A  ! ! !  S !  ! ! ! ."'   !  ( !    it. 

II.  Ail'iHshm  nl    in    Ini.simss    i:(>ni'sv()H(1t'nc('.     'V\n- 


THE    ART    AM)    ITS    PROBLEMS 


285 


adjustment  made  l)v  even  the  magazine  and  newspaper, 
however,  is  oiily  partial,  and  it  is  not  so  neeessarv  for 
their  suecess.  In  hiisiness  eorresj)ondenee  it  is  all-iin- 
|)ortant.  The  reason  for  tliis  is  that,  although  the  reader 
may  adjust  liimself  to  the  writer  of  Hterature,  he  will 
not  adjust  himself  to  the  writer  of  a  husiness  message. 
When  a  man  is  trying  to  get  money  out  of  us  in  one 
way  or  another,  we  do  not  spjiul  any  great  amount  of 
time  and  energy  in  trying  to  eateh  his  ideas  and  feel- 
ings, lit'  must  come  to  us  and  must  n'eet  us  on  our 
level,  not  on  his  own. 

This  is  true  to  a  certain  extent  of  advertisements. 
The  difference  l)etween  the  copy  in  advertisements  of 
W'rigley's  Spearmint  (ium  and  that  in  advertisements 
of  Packard  automohiles  comes  largely  from  the  ditfer- 
I'tice  in  the  ])eople  who  are  to  he  reached. 

Hut  every  advertisement,  however  poorly  constructed 
;ui(l  adapted,  is  likely  to  aj)peal  to  some  one.  It  may 
lint  apj)eal  to  the  largest  numher,  hut  of  the  thousands 
\viio  see  it  some  are  sure  to  he  of  the  right  character  and 
in  the  right  mood  for  its  message.  With  the  letter  no 
such  selective  process  is  ])ossil)le.  rnlcss  the  letter 
ii  Mchcs  the  ])ei-son  addressed,  it  will  reach  no  one.  A 
iMKirly  adjusted  advertisement  is  only  less  etlicicnt  than 
a  good  one;  a  poorly  adjusted  leiter  is  entire  waste. 
Adjustment  nuist  he  eonij)lcte. 

This  adjustment  or  adaptation  must  cover  at  least 
tliiee  points:  the  character,  the  language,  and  the  mood 
1^  the  person  addressed.  The  character  of  the  reader 
M  ly  he  learned  fmui  the  leltir  he  writes,  or  frttm  his 
'  i-iuess  position,  age,  nationality,  cri-dit-i'atmg  and  a 
\;uietv  of  other  faclois.  If  he  is  conser\ati\e  it  tiiav 
!"  siii)i>oscd  tiijit  a  i'jurlv  l<>n.<2\  correel  aiid  !(M'!nal  <•<>!>!- 
iiHuiication  will  not  he  uridesirahle;  if  he  is  progressive, 


:iS() 


nrsiNKss  ('()hui:sp():ni)i-:\cf> 


11 
I 


a  short.  sna])]\v  appeal  will  he  more  likely  to  <jet  a  re- 
sponse, 'i'hesi-  are  only  u;enera!izatioTis — the  distiiietive 
(lifVereiiees  of  nun  are  iiinuinei'ahk'.  The  important 
thiny-  is  that  the  a'ader  should  I)e  ke])t  ill  mind;  his  point 
of  \  icw  should  lie  taken.  I'"i(;m  "Dear  Sir"  to  '■\'onrs 
truj\ ,""  e\(ry  idea  should  \)c  such  as  would  impress  him. 

'I'lu  adjusluiciil  in  Ian<4'ua<^e  has  heen  partially  eov- 
ered  1)\-  our  discussion  oi'  '"'ralk."  and  will  he  more  I'ully 
exjjlained  in  the  chapter  on  "Words."  In  ^'eiu'ral,  the 
words  usid  must  he  in  tlie  readei-'s  voeahulary.  A  cer- 
tain tohaeco  firm  j)roduein,u:  a  very  eheaj)  hrand  that 
hore  a  lon<^  name  and  a  trade-mark  ])ieturt.j  of  three 
'loiTs  found  thi.t  its  l)u\ei's  called  it  "the  how  wow  to- 
hacco."  They  t(tok  tlu'  hint  and  changed  le  name. 
They  adjusted  to  the  lan^ua<^('  of  their  prospective 
huyers. 

The  adjustment  to  mood  is  largely  a  matter  of  emo- 
tion. If  the  readei'  has  complained  of  your  <i,<yo(ls,  he 
will  not  he  ris-ponsixc  to  the  same  message  that  would 
appeal  to  a  j)erson  who  is  friendly  or  even  neutral,  1 1' 
he  has  just  enlarncd  his  store  or  adoj)ted  automohile 
deiixirv.  you  would  r)ot  wi-ite  to  him  as  you  did  when 
he  \v;is  hurru'd  o\it.  I*A(  ryon<  adajtts  his  message  to 
Ihc  mood  of  a  frimd  when  writing'  a  social  letter;  why 
not  in  husiiicss^  The  dcj)artment  store  in  a  small  city 
sends  a  letter  hy  way  of  welcome  to  each  family  tli;il 
mo\(  into  the  vicinity.  When  a  child  is  horn  a  sa\in;4^ 
hank  sends  a  letter  to  the  pan  nts  In  hoth  these  cases 
advantage  is  taken  of  a  temporary  mood,  and  husiness 
is  increased. 

We  have  s])okcn  .-it  h  iiulh  of  this  a<rpislm(  tit  to  the 
readt  r  heeause  it  is  the  most  imp"i|;Mil  disluiet'ion  ln- 
♦  wj.j.i!  li! i.,!!!'.  ss  {•(«!'!'''s>)< .'! idel'.ee  ;ind  otjier  forrns  ot  writ- 
in^.      It   is  the  most   important   tinner  to  lie  M;ained,  hut 


THi:    ART    AM)    ITS    IMIOHLKMS 


287 


is  usually  the  last  to  he  learned.  Nevertheless,  it  sliould 
he  kept  eoMstautly  hel'ore  iis  as  an  ideal,  i'or  tlw  CiohJcn 
liulc  of  h'tfir-tcrifinf/  is  (uhiphifion  io  the  reader. 

r_*.  Iloxc  to  Icani  to  -iisrile  l)us'iu(:ss-  letters: — This, 
then,  is  the  way  to  learn  to  write  hiisiness  letters  that 
will  hrin^-  ])r<)fit.  First,  reiiiei-iher  that  a  letter  must  he 
indued  hy  its  results,  and  not  hy  any  erilieal  standards 
(if  rorni.  Second,  i-eineniher  that  the  impression  \  ou 
wish  to  eonvey  is  conveyed  only  when  you  have  the 
reader  constantly  in  mind  and  make  a  sincere  attempt 
to  adapt  yourself  to  him.  Third,  find  out  hy  analysis 
what  <|ualities  liave  distin<^uished  suecessffd  letters  in 
the  ])ast  atid  what  principles  liave  heen  used  to  ohtain 
them.     I'ourth,  praet'iee. 

Practice  is  the  most  important  })art  of  anv  art.  In 
husimss  eorres])ondence  it  may  he  made  eviii  of  greater 
\  .ilue  than  elsewhere,  heeause  the  results  of  eai-h  j)iece 
'if  work  can  he  tested  and  cheeked  uj)  and  can  tlun  he 
used  as  a  "uide  for  future  use.  Much  can  he  learned 
iVdin  the  experience  ol'  others,  hut  more  can  he  learned 
imm  your  own.  And  as  every  letter  offers  a  new  proh- 
|i  III,  it  is  hest  that  you  have  in  mind  only  certain  finida- 
nirntal  j)i-ineij)les  and  ^'■eneral  methods  which  \  ou  can 
i|)|)ly  in  your  own  way  to  the  solution  of  \o\iv  own 
j>t(ihlems. 

In  the  sueeeedinn- eha])ters  tlie  imjxirtant  fundamen- 
t  li  princii)Ies  and  methods  will  hi'  set  down  and  illiis- 
tialed.  'IMiey  will  then  he  ap])lied  to  the  more  impor- 
tant types  (»f  letters,  'i'hey  will  hi'  \aluahle  only  if  you 
kei'ii  in  miml  the  ali-important  fact  that  the  construc- 
tion of  every  lelti  r  di  pi  nds  upmi  tlie  reader.  J'rotil 
from  him  demands  impression  on  him. 


§■ 


WMy 


CIIAPTKH   II 


TIIK    FTVK    rs   OF    BUSINESS   CORRESPONDFATE 


13.  Ksscntial  (jualitics. — Tlic  fact  that  liiisiiicss 
Krifrlisli  is  (lislin^niishcd  from  other  forms  of  composi- 
tion chiclly  by  its  more  careful  adjustment  to  the  reader 
makes  it  more  (hthcult  to  kiy  do"''  general  rules  for  it. 
No  two  classes  of  men  are  alike;  wo  individuals  are 
just  alike.  There  are  certain  appeals,  however,  that 
reach  nil  human  hein^^s;  certain  others  that  reach  all  of 
a  given  ty])c.  Ikfore  we  discuss  any  ty])e  or  individual, 
we  need  to  know  what  ([ualitics  ajjpeal  to  all  human  be- 
ings. Wq  shall  then  be  al)lc  to  find  princij)les  that  will 
hold  good  for  the  great  majority  of  business  letters. 

Analvsis  of  successfid  letters  shows  that  the  favorable 
im])ressions  they  make  are  not  in  all  respects  alike.  But 
certain  ((ualities  arc  common  to  all,  and  these  may  be 
regarded  as  the  essentials.  For  convenience  we  call 
them  the  Five  Cs. 

The  Five  "C"s"  of  business  English  arc:  Clearness, 
Correctness,  Conciseness,  Courtesy,  and  Character.  The 
nature  of  these  <]ualities  is  not  fixed,  of  course.  All 
(jualities  are  relative.  Heat,  cold,  bardness,  softness, 
beauty,  uglincvs.  and  so  on  have  a  meaning  ordy  win  ii 
♦  ••L-."!'.  !!•  r!'!.!* !!!!>.  !(>  s')i!!e  stundiifd.  Nevertheless, 
everyone  has  a  fairly  definite  grasp  of  Www  meaniii>{. 


rm-:  five  (  s  of  bisiness  ( orrespondenc  e   ^hj) 

If.  in  adiiition.  v.v  rcmcinhtr  that  tlic  standai'ds  used  iti 
,iiid^'iiio-  tlifsc  (iiialitics  arc  the  reader's,  wv  shall  not  i^o 
far  astray. 

11.  Clearness. — First  of  all  in  iniportatiee  is  clear- 
ness. ]?y  this  we  mean  that  the  leltei-  should  he  w  ritlen 
in  sudi  a  nianntr  that  tlte  whole  meaning-  nijiy  he  und'  r- 
slood  and,  uliat  is  more,  that  the  meaning-  cannot  he 
iiiisuJidcrstood. 

Tlic  necessity  (d'  this  (|uality  is  self-ex  idtnt.  And  \  et 
iii.uiy  lelti'rs  are  \\ritten  daily  which  lacl;  this  primary 
r((|uisite.  I'rom  tluni  a  iari^e  sliari'  of  Ihe  husiiiess  dif- 
licultics  arise,  for  thei'c  is  no  cause  more  ))rolilic  of  husi- 
iiess disputes  than  misunderstandings.  And  as  in  let- 
1<  i's  these  n)isundcrstandin<i's  arc  hard  to  correct  and 
involve  delays  and  annoyance  if  not  woi'sc  results,  it  is 
\(  ry  essential  that  the  w  riter's  nu  aniny  should  he  made 
jx  I'fectly  clear  in  the  lii-s!   place. 

I'cfore  considering-  the  nieins  which  are  helpful  in 
Mcnrin<^'  clearn<ss,  it  is  \\n\\]\  \\  hile  to  look  at  the  nci^a- 
\\\v  side,  and  see  in  what  ways  a  lett-r  ma\  I'ail  to  he 
(■i<  ar.  Letters  which  ari'  not  clear  ai.-  ordinarily  of 
tliree  kinds:  the  \ayue.  the  ohscure,  and  the  auil)i<4uous. 

I.").  Obsciirif//.-  Some  letters  are  ol)scurc.  The 
I'idercan  ^I'l  no  m.'aninn-  from  them  hecause  the  writer 
ii-  s  words  thai  are  unfamihar  or  has  tw  isled  his  llioun'ht 
I'iatioi'  (and  hence  his  sintenc<'  siruclure)  in  ;ui  unac- 
custouMd  way.  l?row  nini>",s  "•Sordc  llo  "  .uid  the  K  Iters 
«'i'  Ilashimura  Tooc,  aic  hotli  ohscuri'  lo  Ihc  a\erao-c 
I'.ider,  hecause  Ihcy  ari'  not  in  his  lan,uua_uc.  In  one 
case  the  cN|)rcssioii  is  aho\  e  his  !(  vcl:  in  the  oilit  i-  it  is 
Im  low.  'i'hesc  ar(  e\t  renic  cast  s.  (  )I(scuiit\  is  jtirsi  nt 
ill  less  dcu'rcc  in  many  husiness  letters. 

:.     ::;;:-i      :  -.      .;; ; ;  i ; ;     i ;  ; ;     ;;;.;;     sOfllctHllCS    a     niCSsa^(       iJl.lL 

is  obscure  to  the  average  i)er!>on  is  perfectly  clear  to  . 

IV— 19 


mL 


•J!)() 


BI'SINKSS    ( ORUI'.SroNDKNCE 


Hil^ 


those  for  wliom  it  was  intended,  A  cii)lier  telefrram  is 
as  simple  as  the  ])riiiier  to  those  who  hohl  tlie  key.  So 
letters  to  nieeluuiieal  and  eleetrieal  engineers  may  prop- 
erly eoiitaiii  many  teehnieal  terms  ])eeuliar  to  their  ])ro- 
I'ession.  The  same  may  l)e  said  of  letters  to  men  in 
other  ])i'ol'essi()ns  ie(iuii'in,u'  sj)ee!alized  knowledge.  .\s 
a  rule,  however,  tl.e  writer  should  avoid  o])senrily  hy 
inakin<^-  sure  that  t!ie  words  and  sentences  he  uses  are 
common  to  his  reader.  If  he  does  not  he  will  find  him- 
self writin.^-.  "Collect  and  all  ehai',ues."  or  "e.  and  o.  e.'" 
to  j)ersons  to  whom  these  phrases  ai'e  (J reek. 

IG.  J'af/Ncnrss. —  Some  letters  are  \  au'ue.  The  ideas 
coriveyed  hy  them  are  indefinite,  ^\'e  ,uet  a  meanintr. 
hut  it  is  not  the  writer's  entire  ai;d  exact  meaning-.  For 
instance,  he  says  that  the  tyi)t\vriter  he  sells  is  stron^'ly 
huilt.  is  a  visible  writer  and  can  he  delivered  ])romi)tly. 
i\nother  man  tells  us  that  his  machine  has  a  dro])  forucd 
frame,  that  the  writin^'  is  always  in  sinht,  and  that  he 
can  make  delivery  in  three  days.  The  vauueness  of  tii.' 
former  is  avoided  in  the  latter  l)y  makin<>'  the  statements 
exact  and  specifk'. 

The  dilliculties  caused  hy  va.u'ueness  are  I  inumerahle. 
\\'(,'  all  know  what  trouhle  resulted  to  a  cirtain  Pres- 
ident of  the  Tnited  Statis  i>y  his  use  of  the  vaoiie 
])hrase,  "^■ou  and  I  are  prai'tical  men."  in  his  letter  1;) 
a  ureat  capitalist.  The  di'sirc  for  brevity  often  leads 
to  the  use  of  lan.u'uau-e  so  va.uue  that  a  second  or  third 
letter  is  luided  to  explain  the  thou.uht  int(  nded. 

17.  Jmhi(/iiilii.  Ohseurity  in  letters  is  not  frc<|uint 
if  the  writer  knows  what  lie  wants  to  say  and  has  a  lair 
woikini;-  knowjedm'  of  the  lan,L,niau'e.  hut  amhiuuil  !(-■ 
are  a  (huiU'cr  to  eve?i  the  cxperienctd  writer.  Amhiy- 
uit\  means  tlial  a  slateminl  may  i)e  inieri)reieii  ui  iin'i'- 
than  one  way. 


iiiK  fim:  c's  or  business  correspondknc  i:  vdi 

Vou  recall  the  assertion  of  the  side-show  harker: 
"Come  in  aiul  see  the  show;  you  will  l)e  olad  when  you 
mine  out."  A  Turkish  hath  ])r()|)rietor.  in  liis  desire  to 
write  a  hriel'  advertisenient,  produced  this  sentence: 
"La(lies"(lei)artnient  separate,  except  on  Sundays  and 
lii'lidays." 

Anihinniiies  of  this  inture  would  he  merely  launh- 
;iMe  if  thev  were  not  so  fre(|uent  in  Husiness  Kno-Iish. 
Ollen  they  cause  harm.  Only  tlie  other  day  we  read 
Ml  a  (hoiiified  sellinu'  k-tter:  "There  are  no  hetter  eards 
iiiatle  than  these,  and  l/urr  arc  not  (/oiii;/  to  he."  TJie 
nniedy  for  amhionity  is  nrcater  eare  and  |)recision. 

nl)scurity,  va.yueness,  and  aml)i^uity  are  harmful  not 
'Illy  hecause  they  may  prevent  the  reader  from  under- 
st;iii(hn,o-  your  message  and  so  lead  to  husiness  (piarrels, 
!mi!  hecause  they  are  wasteful  of  enerny.  A  husiness 
!n;m  simply  Mill  not  ])u//le  over  a  letter  to  (lecii)her  its 
n.il  nieanin<j;-.  LHV  is  too  short.  The  com])osition  that 
li.is  one  and  only  one  meaning-.  ;nid  that  one  so  plain  on 
tlir  surface  that  he  who  runs  may  I'ead.  is  the  oFily  kind 
tn  survive  iti  the  rush  of  modern  competition. 

IS.  SiwpVfitu  and  iwachw.ss-  'IMiese  violations  of 
liriiiiHss  touch  only  th.e  ne.uative  side.  It  is  not  enough 
to  avoid  faults:  we  must  (.htain  positive  virtues. 
I  Mially  we  shall  secm-e  clearness  if  our  writing  is  ,siiii- 
/'/(  ■■iiKJ  (\rncl. 

In  writino-  to  people  of  little  education,  simplieity  is 
tlic  more  important  of  the  two  re<|uirements.  TJie  grc  at 
nlitor  of  a  \ew  \'ork  paper  miuK'  a  careful  test  of  the 
citizens  of  the  city,  hy  which  he  found  that  their  a\  erage 
ifliieation  was  not  alw.xe  that  of  a  lifth-.nrade  student 
•'t'tlie  piihlie  schools.  He  saw  to  it  th;it  e\cr\-  editorial 
111  Ills  paper  was  so  simi)le  that  any  fifth  grade  ehihl 
could  understand  it.     It  demanded  short  sentences,  and 


."f| 


ff::; 


.'<)•-' 


lUSINKSS    COKUKSl'ONDKNCE 


m 


m 


c'oninioii.  L-\  fvvday  words.  Tlic  siiiiplicity  did  not  make 
the  editorials  less  valuable.  On  the  eontrarv,  numy  nun 
of  exeeptional  edueation  value  thein  hinhly. 

As  a  <ieiieral  nde.  however,  in  writing  to  i)eople  ot 
liiolur  edueation  and  eiillure.  exaelness  is  more  import- 
ant than  simplicity  as  nw  aid  to  ekarness.  The  edi- 
torials in  another  New  ^'ork  i)a|)er  that  sells  I'or  three 
cents  are  noted  for  the  ^reat  care  taken  to  make  each 
statement  accurate.  'I'his  means  that  every  senten-c 
has  a  nnnd)er  of  <iiialifyin,i;'  clauses,  and  is  conse(|uently 
loiio-,  sometimes  invohcd.  It  is  clear,  because  if  the 
reader  can  orasp  the  meanin,u-  <>f  the  words  he  cannot 
mistake  the  ideas.  And  people  wlio  will  i)ay  three  eent>> 
for  a  ])aper  are  usually  of  the  educated  class.  In  con- 
clusion, we  may  say  that  clearness  demands  that  the 
writer  know  exactly  what  he  wants  to  say,  and  then  use 
the  lan<ruage  of  those  addressed. 

10.  Tor/ (r///c,v.s-.— Correctness  is  the  second  (piality. 
As  a  man  on  th'st  coming-  into  a  stran«ier"s  otlice  is 
jnd«;ed  by  the  lan.i^uage  he  uses-  yes,  and  even  bcfdie 
he  speaks,  by  the  clothes  he  wears—  so  likewise  is  a  writer 
jud-icd  first  by  the  appearance  of  his  letter  in  its  dress 
;ui<l  speech.  And  as  he  would  have  been  condemned  if 
his  lan<iua<i'e  in  speakin<i'  had  been  inaccurate  and  enide. 
so  he  will  evei\  more  suiely  be  condemned  if  his  lan.uua.u'e 
in  writin.n  is  faulty.  Incorrectness  shows  up  far  inon 
-laringly  in  written  lan,iiuage  than  in  spoken,  am!  i^ 
<■,  ,-t;iih  to  1h  the  soui-ce  of  some  contempt,  if  not  nl 
actual  distiiisl  by  well-informed  people.  More  than  ow 
otherwise  well-(inaliiie(l  applicant  for  a  position  has  been 
rejected  because  of  poor  spelling'  or  grammar.  H'^ 
(i,.fie!en<-!es  in  these  ri'sin-cts  have  appeared  to  be  due 
to  either  carelessness  or  ignorance,  and  it  hasn't  mattercil 
whii-h. 


lako 

tlU'II 
C    of 

loii- 
cdi- 
hrc'c 
each 

ntly 
tli'c 
mid! 
■cuts 
coii- 

tlir 

I  use 

ility. 

c'c  is 

I'ilcr 

lllX'SS 
V'\  if 
null.'. 
uatfo 
nioi't' 
imI  i- 
)t   of 

II  OllC 

His 

■  (lllf 


ini:  c's  oi   lU'siMiss  (  ()J{hi;si'()M)i:\(  !•:    ._>();{ 

A  story  is  told  of  a  yoiiiio-  man  wh.)  lost  a  posilioii 
siiii|.ly  licraiisc  in  stiniiti..'  a  tckwiaiu  to  his  prosixrt ivt" 
Miiploytr  lif  said,  "I  will  he  ,o|a,|  to  anuv  on  those 
!'  iins."  The  ein|)loyn-  iiiiincdiatcly  trk<.ra phed  hack, 
"Tiic  Mian  that  doesn't  know  the  proper  use  of  will' 
ati.l  'shair  is  not  the  man  for  me."'  This  may  seem  like 
.1  small  point,  l)ut  it  is  lar«'ely  upon  such  sn.all  i)oints 
tli;it  e(;rrectnessand  incorrectness  depend. 

And  in  other  eases  the  result  of  inaccurate  and  faulty 
ixpression  has  heen  to  put  writers  at  a  disad\ anta^x^ 
III  dcalino-  with  firms  and  individuals  whose  commercial 
ivsprct  is  most  valuahle.  Xor  will  it  do  to  say  that 
appearances  are  deceitful."  They  may  he  so  consid- 
ered when  the  api)earances  are  <.(„„1:  )„,t  when  the  ap- 
inarances  are  had,  every  one  takes  them  as  a  true 
index.     Conse(|Uently    no    one    can    afford    to    neukrt 

tllCIM.  '^ 

A  deeper  reason  niioht  he  found  for  insistino-  upon 
i"ii'  ful  use  of  nouns  and  ])ronouns  and  verhs,  attention 
I-  llieir  aurrement  and  the  like.  Care  in  this  respect 
IS  likely  to  lead  to  care  in  all  the  little  husiness  details, 
the  simi  of  which  means  so  much.  C'ertaiidy  eareless- 
iHss  in  it  leads  to  carelessness  in  even  moie  important 
matters.  Therefore  the  writer  who  would  he  most  ef- 
fVcti\e  Is  painsfakino'  in  his  atlem|)t  to  he  correct  in 
laiii^uao'c. 

(orr.i'tness  is  a  mallei-  that  eoneerns  not  merely 
laii-ua.MV.  i)ul  also  v'lal  uc  may  call  the  dress  of  the 
'^■tter:  that  is.  tlx-  stationery  .  ink.  and  '^eiural  ajjpearance 

all  the  mechanical  details.  Many  a  nood  husiness 
li"iiM    has  lost  trade  hy   the  use  of  stationerv  that    was 


(hi  '1 1 1    'III. 


I.'....      4l, 


I  1  l^    1  V       >  il  I  I      IK       I  II  >     I   AIM  INC. 


I'    ii<^lit   way  is  harder  to  lind   than   tl 


U'  wron<4',  ;in< 


I 


rtqiiiivs  no   little   lahor  .and   constant    \  ioilanee.   hiif    it 


<.n 


lu  siM.ss  (()hi{i:si'()N1)i;nck 


has  its  sure  reward.      I'ailurc  to  find  it  and  kvv])  to  it, 
lias  its  sine  ptiiaity. 

"20.  ('(irrccl/ii'.ss  (It  pi  ikUiiI  on  //.s7/i;c.  lint  it  may  he 
said,  what  is  eoncetiiess,  alter  all'  Who  shall  say 
\\hat  I'oi'nis  of  expi'essioii  are  eorreet  aucl  what  iiieor- 
reet,  and  still  more  what  meehanieal  forms  of  the  letter 
are  eoi'reet '  To  this  there  is  hnt  one  answer:  it  is  j)nixly 
a  matte  r  ol'  nsai^e.  To  hi-  eori'eet  is  to  eonl'orm  to  what 
the  hfst  anthoi'ities  ha\e  presei'ihed.  What  sueh  con- 
cerns as  'I'iit'any  and  C'omj)any,  John  Wanamaker,  the 
National  City  liank  and  the  like  aeee|)t  as  correct  iti 
theii-  letters  may  safely  he  taken  hy  the  stndent  as  a 
standard. 

'I'his  nsa^e — or  fasliion — is  an  evei--chan>4inj^  thin<r. 
What  was  eorreet  yestii'day  may  not  he  to-day;  what 
is  eori-eet  to-day  may  not  he  to-moi'row.  It  was  oiiec 
conslderid  eorreet  to  sit>'n  onisell'  '■\'onr  Immhle  and 
ohc'dient  ser\ants."  \o  tirm  in  this  country  would  hv 
likely  to  do  that  to-day.  There  have  heen  times  when 
ornate  letter-heads  were  co?isi(lered  the  height  of  pro- 
piiety,  and  pompous,  \erhose  lan^ua^e  was  a  si^n  ot' 
•greatest  elegance.  Simplicity  is  now  the  rule.  So  the 
chan<4'es  in  usa<ie  continually  <^()  on. 

lint  nsay-e  in  lan^iia^'e  and  in  letter  I'oi-ms  chan.n'cs 
much  more  slowly  than  in  most  other  matters.  Tlure- 
I'ori'  a  man  who  ke'eps  ahi'c-ast  of  the  styles  in  clothiiiy 
and  hair  cuts  ou^^ht  to  do  so  in  matters  of  e(|ua!  ni 
greater  importance,  wheri'  it  is  fai'  casiei'.  In  later 
clia])tei's  correct  use  in  stationery  and  mechanical  forms 
will  he  discussed,  and  some  of  the  more  commoidy  vio- 
lated usa<i'es  in  lan^uao'c.  Hut  correct  use  of  the  Eng- 
lish lan^ua^e  is  a  matter  for  a  complete  volume. 

21.  ('(>Nci-'<(iicss.  The  \  u'tue  of  conciseness  is  so  weii 
recognized    hy    husiiiess    nun    that    its    necessity   needs 


i'i\i:  ("s  oi"  jusiM'.ss  (()RHi:si'()M)i:N(  i;     •_•().■ 


little  attention  luiv.     Obviously  a  letter  should  nse  no 
iiHiii'  words  than  iieeessarv,  for  husiness  time  is  limited 
,111(1  \alual)le,  and  cannot  he  wasted  in  reaihiiii'  nnneees- 
saiv    materiah     A    lon<4'   and    techous-lookin;^-   letter    is 
iVeiiuentiy  east  into  the  waste-paper  hasket  unread.      If 
it  is  read,  and  is  found  to  contain  nothin',''  to  warrant 
Mich  a  demand  u|)on  tiie  reader's  lime,  he  is  likely  to 
lie  so  incensed  o\  er  the  intrusion  as  to  ^ive  it  scant  con- 
sideration.     Therefore  it  is  well  to  have  a  letter  concise. 
'22.  Jircrit//    intt     'uhniicdl. — lint    conciseness    is    too 
nl'ten  confounded  w  ith  mere  l)revity.      Urcvity  concerns 
itself  merely  with  the  length  of  the  letter;  conciseness 
lias  the  additional  idea  of  completeness.      lousiness  men 
lasily  n'ft  into  the  habit  of  writing-  brief  letters,  but  in 
lluir  anxiety  to  save  their  own  time  and  that  of  their 
(nrresi)ondents   they   are    frc'iuently   liable   to  sacrifice 
cnnipleteness   by   leavino-  out  sometliin<>'  that   is   really 
ivscntial.     Sometimes  this  is  in  the  foi-m  of  whole  sen- 
t'  iiees.     More  tVecpiently  the  undue  brevity  is  caused 
liy  the  omission  of  pronouns,  and  the  use  of  unauthorized 
altbreviations.     Such  a  method  is  not  conciseness.     Con- 
ciseness is  the  ([uality  of  making'  ojic  word  serve  for  two, 
liiit  the  omission  of  a  word  that  is  necessary  to  ^n-am- 
iiiatieal    com|)leteness    is    not    conciseness.      It    is    pure 
slit\  tidiness,  as  in  the  follow  in  <^' example: 

(1  i:\Ts: — 

VoinN  of  tin-  ITtli   iti'-t.  ii'cM.      In  ri})lv  would  s.iv  we  liavi 
no  rrcord  of  sucli   tiMiis.ul  imi.      Would  ask    voii    kiiidlv    to   n- 

]" -if   ^:UUL'. 

Vr's  nsp. 

J.   .loNKS 


Vi\  all  means  be  brief.     Avoid  tediousness,  as  v 


'OU 


II 


'■'■i: 


i| 


•2'.H] 


151'sim:ss  (■()Ki{i:siM)M)r.\("i: 


would  the  ])l;i!4iK'.  \<n\  (Mmiot  ail'ord  to  hide  a  <^riiiii 
of  wluat  ill  a  i)ii.slicl  of  cliai!",  I'oi"  no  oiir  whose  liiiu' 
is  \\()i-|li  aii\  iliiiii^'  t(.  you  woidd  trouMc  lo  look  for  it. 
Hut  v\vu  more  suixly.  do  not  sacriticc  c'oin|)kt(rKss 
titli(.r  of  your  UR'aniny'  or  of  ^rainniatifal  sense  to  the 
desire  to  he  hiief.  He  elear  and  eorixet,  first.  'I'hen 
cut  out  every  unueeessary  word,  and  the  (juaHty  of  con- 
ciseness is  added. 

23.  True  concisciifs.s  (Wi-inpli/iid. — .\s  an  example 
of  ti'ue  eoneiseness.  notice  the  follow  in<4'  letter.  The  re- 
turns from  it  wert'  hetter  than  .'J'J  per  cent,  and  the  cost 
of  the  lettei-  was  less  than  .'J  pei'  cent  of  the  business 
recei\e(l  IVoni  it.  Could  anything-  illustrate  hetter  the 
value  of  true  conciseness;' 

(il.XTI.KMKX  : ■ 

••.Ml  rcliaiHiisc  itself  caiiiiot  lie." 

Vou  can  make  lOO'X  clear  jirofit  on  Hie  R-AI  line  of  "■t^uali 
('al)iiil''/r'I"KS""-    litfK'  sections  of  (juallty. 
A^k  for  our  diaK  in"  proixjsitioii. 

Don't  Ixitiicr  afo'if  •  ."tin<i;  -i  ;■.  Ut  r.  ,]'i>\  write  across  the 
bottom  of  this  letter,  -••!  am  iiitere>te(f *"  Put  it  ui  the  eiuel- 
ope  j.iui  seiui  it  back. 

Yours  very  truly. 

IJl.WK   \'   Co. 

•Jl.  Poliltnc.ss    a    pari    of    coiirh's//.     Courtesy,    like 

conciseness.    Is    freijuently    coufoiuided    with    a    (piality 

which  contains  only  a  part  (.f  it;  in  this  case,  j)oliteiiess. 

Politeness  is  a  well-recooiii/ed  necessity.      A  letter  which 

contains    its    reasonahle    pi-o|)()rlion    of    "plea.se's '    and 

"thaid-:  you's"  is  obviously  moie  satisfactory  to  the  recip- 

!!>•■.}  f!'.!!!!  !!!>.!'  wb'cl'.  in  bi'nsiM.M'  .'U'.d  cni't.      ;\nd  it  !S  true 
■*"■'  '--'- - *i " 

that    mauv    letters   do    fail    of   conuuon    politeness;   in 


ri\K  ("S  OF  lUSlMlSS  (  ()l{Hi;si'().\l)i;.\CM       "jnT 

fmnKdt  oases,  csj)cpially  wIktc  co-iiplaints  are  inadc, 
llicy  aiv  oiossly  iiisuliiiio-.  Many  business  men  scriu 
In  lliiiik  lliat  when  they  have  a  ^rievanee,  it  is  neeessary 
[n  he  veiy  hitler  in  their  expression  to  seein-e  redress. 
Tlie  result  is  sueh  letters  as  the  f'ollowin"-; 

(ir.NTi  i:mi;\  : — 

\in\r  I,i4  sliipincnt  of  rretifs  liose  is  the  rottcncst  stuff"  we 
rwr  had.  Wo  \v(jul(l  hkw  to  know  what  vou  riicaii  hv  MtKhno; 
that  kind  (  f  o(„k1s  to  us.  Kvltv  pair  wo  have  sohl  has  h)st  us 
Made  and  the  total  \sill  foot  up  in  the  hundreds.  You  must  he 
in  thi'  l>usniess  to  make  money.  Hut  we  are  not  ^-oinu-  to  .>tan<i 
for  that  kind  of  business.  Whai  are  vou  going  to  do  ahout  it? 
We  expect  to  hear  from  vou,  right  awav  ([uiek. 

Hespe('tfull\-, 

Hl.ANK     .V     Co. 

Swell  a  letter  invites  an  ecinally  liot  rejjly,  though  it 
in  \Hi  way  excuses  it. 

Impoliteness  has  no  place  in  business  correspondence. 
It  ne\er  does  ^ood,  and  frecjuently  causes  anta<^()nisnis 
that  are  commercially  disachantageous  to  botli  parties. 
T'louo-h  there  an-  ..ther  ^ood  reasons  for  not  assuming 
a  lack  of  honesty  or  intelli<)ence  in  our  correspondents, 
a  sutliciently  imjiortant  one  is  that  it  does  not  pay. 
And  i)oliteness  costs  nothlno-. 

Vs  an  exami)le  of  the  ditt'erence  between  a  polite  and 
an  impolite  letter,  contrast  the  two  followino-,  which  deal 
w  ith  the  same  kind  of  a  (|uesti()n  : 

('I  NTI.KMKN  : 

On  the  ^2^)tll  you  say  "Copy  mailed  to-day."      That  copy  did 
liuL  rtacli  me.      Mail  anotlier. 

Yours  truly, 

Bt,ANK. 

It  IS  tlie  November  i.s.sue  that  is  wanted. 


wiifn^ 


MH 


BUsiNKss  ( (JUUi:sruM);;.\(  E 


"i . 


-IB, 


t-*     ^■"■-" 


Gr.NTi.cM  i:n-  : — 

Thr  Cciili-al  ^•.  M.  C.  A.  i..  to  (l.iv  111  r.r:  ipt  of  llio  Fd, ruar\ 
i.^siif  of  th-  .liiiinuil  iif  Ciinisjiofnli  III  t .  hut  Im^  not  rccii\((|  il,,' 
Jaimar;,  nunihcr. 

As  wf  arc  iiiiuiilin<r  io  iiii->  ,-iii_\    of  the  iiuiiil<d^  of  this  \,il 
ujilhc   piilili.ation,  ui'  trii^t    \(.u   uill  x'c  that  Hr-  ini^siiiu-  coov 
is  si'iit   11-.  at  as  cai'lv  a  date  a>  {iosmIiI.  . 

Very  f iiil\  yours, 

IJl.ANK. 

It  is  ])()ssil»lr  l(»  ()\ci'(l()  tlu'  iiKitttT  dT  politt'ncss.  Vny 
itistaiicc-:  "Pk-asc  find  cjiclos.  d  cIicc'k"  st'fins  ratlur 
ai)siir(l.  When  a  I'avor  is  not  asked,  it  i.s  as  well  to 
omit  the  pkase. 

AiiotluT  c-asc  wliicli  Is  ratlin-  difrerriit.  and  in  wliirli 
a  niistaUcn  att(i!i|)t  at  polihness  results  in  real  (lisconr- 
tesy  is  ilie  frecjiient  expression.  '"I'liai  '  'no-  you  in  ad- 
vaiiee  J'or  the  ."avor."  etc.  'V^-  ini|)lieation  that  hv 
necessarily  wil!  do  the  f'av(>r  _  (.n  ask  is  diseonrt^-^v 
eiioii_yli,  since  it  discounts  tin-  value  of  the  favoi':  liul 
tile  implication  that  you  wil!  not  take  the  time  to  thank 
him  aftei-wards  is  far  worse.  It  is  dismissiu''-  an  ohii- 
<»'atioii  liel'orc  it  is  made. 

•J.').  Coiirlcs//  t'(»u\  nii'd  :cilh  tc/vVcr'.v  dltiliidt'.  'I'ln 
forcnoino'  discussion  has  Ik('i  concerned  chi(  ily  uilli 
wli.'it  is  ord.  -y  politeness.  Coiu-tcsy  o(H's  much  fin- 
tlicr.  1 1  is  a  mat  III'  nol  merely  of  expression,  hut  of  the 
s|)iiit  li(  I., nd  the  t  \pression.  In  i)ri<'l',  courtes\  means 
that  \  our  attitude  toward  the  rcider  is  su<  h  as  you  wouM 
wish  to  he  adopted  toward  yon.  Voii  show  a  rcnanl  for 
his  iVelin^s  and  i\>\  his  interests,  and  aitt  nipt  to  eii- 
'■'■"'■•K'h  ujion  neiflier.  This  does  not  miati  th.at  vour 
attilude  is  one  of  v'-'i'-T  "i"  lawninir;  it  i.s  i,implv  di  I- 
ercnci    to  him.         i     our  le:tcr  vou  show  that  vou  have 


I'lvi;  { "s  (JF  jusiNKss  ( oHin 


spoNnExn:    299 


atieniptc.l  to  look  at  tiic  matter  fVoni  his  point  of  view 
1"  ^ivino-  this  impression,  which  should  he  a  true  im- 
P'vssmn   there  are  several  practieal  s.i^j^estions  that  ,nav 
'le  ol   help. 

One  of  the  maxims  of  courtesy  in  former  davs  used 
to  he  "Never  heoi,,  a  ktter  with  I."  This  is  no*  lon.-vr 
-v^arded  as  a  str.et  rule.  In.leed,  there  are  times  wh^n 
its  ohservance  results  in  awlcwardness  of  expression. 
I^'t  tiK'  maxim  has  a  i.asis  in  real  trntl,,  an.I  in  real 
courtesy. 

-'«J.  raluc  of  fhr  ''unit"  aflifudc.—Thv  word  "I" 
slionid  he  suhordinated  in  a  letter  as  far  as  possihie. 
I  hv  word  -you  '  shoiihl  he  made  prominent.  The  im- 
P'Tssion  uu.„  |,v  ,,  |,tt,,.  in  which  every  sentence  hc-ins 
with  1  ,s  not  at  all  pleasin-  as  is  shown  hv  the  follou- 
iM,n  instance: 

I't  \i(  Sir  : — 

I  nn.i.,M,.,n<l  that  you  .'uv  almrj  t..  cnrt  a  new  ho,,.,.  „„  vnur 
P'-P'-fv  .'.t  .-ns  Sixth  street.  I  .supp....  ^o,,  .ill  >.,.„,  V.u,- 
M.ln-  Mm  uur.Unn  nf  i'uvuacv..  I  « i,l,  to  call  your  att..„t,.,n 
'"  'Ik-  Sm„H,  furua.v  u  luVl,  Ilun,il,..  lean  confi,I..Mtlv  n.co,,,- 
"-'.l.ta.  tlu.  Ih.I  valn.f.M-tl,..  nioM-y.  I  .sl,.,..l.i  l.kc".  to  have 
V'li  call  Ml  and  i!i>p(c|  th,    hue. 

Very  truly  yours, 

TllOM  \s     Sil  Md'K. 

Here  it  app.ars  that  die  n  nter  is  ehi.  (Iv  con.rnic.l 
uith  his  ..wn  interests  and  'cry  little  with  "thus,    of  his 

'respondent. 

('..mparc  ij,..  \y,„  foUuwin^-  statement^  I    Jmnhi 

like  to  have  you  cxnniino  our  Neverleak  lomitain  p.ns.- 
■  \ou  will  tind  it  wcrth  uhil,.  to  ,\.iniine  ,.nr  Wxcrl.ak 
'"""tain  .ens.        Kxampks  mioht  i.r  niultlplic.l  indef- 


'^  \P\ 


:{()() 


HISINKSS  ('OHIJl.SroNDI-.NCK 


Initely,  hut  tlu'sc  juv  j)erliaj).s  cnoiii^li  {o  show  thr  iin- 
|)nit;iiuT  of  jiiiphasi/iuo-  --yoir"  and  tioo^Urtiiio-  "l." 
One  iiK.ri'  cxampir  will  scim'  I,,  illustrate  the  value  of 
adopting'  tin'  •■you""  attitude  in   -^aininL;   the  ((uality  of 


courtesx'. 


('iiirM,(..  S<  iit.iiili.  1-.  !!)()<). 
l)r  \K  Sut : — 

i    ui.ImI.  !•    if    vou    lV;ilizo  jll>t    uli.it    il    iil.;tll^    to    wi,tr    //,,ii    this 
i-ttrr. 

^  oil,  a-*  ;i  NJirrvvd  !)ii>in(N>  ni.iii  aiul  s.iIimii.ui   (  aiul  ivtiv   mk- 

cosfiil  l)iisiiicss  man   is  a  sajisinaii )  are  iiccai.st d   to  nicllnu-. 

M/in<4-  up,  iiittTfstiiio;,  s\\n\\un;  and  coiiviiu-iii^-  ail  isiiid.  of  hu- 
niari  nature.  Vou  are  versed  in  tin  art  of  liaiidiiii^'  your  ouii 
ar^-uinents, — and  an  a|.|Kal,  to  win  your  interest  at  all,  naist  !.. 
a  ini^'litv  n(),)ii  ,1111 . 

Vet  if  vou  liad  an  off\  r  to  maJM — an  otf'iT  as  irr(si>til)Ie  as  this 
one  nf  niin(,  \oii  would  want  to  tell  lue  ahout  it — even  if  vou 
liad  to  eonlinr  _\our  whole  ai-^uni,  nf  and  all  your  enthusiasm  t  ) 
(uie  sliiu-t  shcrt  of  paper  such  a^  I  ,un  tisiuu-  now. 

For  thi>  otl'(  r  ha>  to  do  w  itli  -, thin^-  that  ini  au>  more  prolil-, 

for  you  in  your  l)usine.ss — a  liook  on  m  llin>;'  that  actudU 
>frik.s  the  keynote  of  human  inlirest.  and  "ets  at  tiiis  crreat 
prol)!(in  of  man  handlino'  fioin  an  iwitinly  new  anol,..  'I'lil> 
liook  show>  you  exactly  how  to  approach  your  man;  how  to 
ailapt  \ourMll'  to  hi-.  m<iod  ;  how  to  o.  t  his  attention:  hold  his 
nnnd  to  \oui-  >ui>_)i(l:  make  him  talk:  how  to  introduce  your 
proposition:  make  him  f . ,  I  tlic  n^d  of  it;  \>r\\\^  him  to  a  state 
of  desire;  how  to  nu  ef  each  ohjection  in-tantly;  reeou-ni/e  the 
p-sViholooical  iMomenI  ;  ami  how  to  ^ret  his  sii^nalure.  Think 
what  if  would  mean  if  you  kmw  in  advance  the  slirewdesf,  niiol 
cl(  ver  and  convimin^  s<'lieMies  that  sales  l)rains  had  i  vir  in- 
vented fo  met  t  the  \ei\  |irolilems  that  confront  you  every  d,(\ 
ill   \ our  liiisiness ! 

'I'hl«.    hook.   "How    to    Imrcjise   Your   Sales."   has    hi  •.  !■    <■.■••!•:•; 
iiv   twenty  two  succe--ful  liusiiii'ss  nien      sfar  salt  smen  and  star 


rivi;  ( -s  oi'  lusiNKss  (()hi{i:si'()M)i..\(  i:    .-joi 

-ales  iiiaiian-,.,-.,;  iiitii  wiio  li.ivf  -fudird  out  special  selling  mctli- 
...'-  of  tlirir  own.  And  suniv.  out  of  all  tli.;v  know  about 
I'll,,.,  n--  nun.  vou  can  -ain  Mini,  point  that  will  prove  ot  ini- 
nienM;  \ahic  to  voii.  l'"oi-  IIk  v  >!iow  vou  everv  clever  move  tliev 
found  nece-sar\  in  ihi.  ^^reat  game  of  gelling  into  Hie  >ale.s 
knig  rou.  And  -How  to  Increase  Your  Sale>*"  j,^  jili.olutelv 
t  ree    if  _\  oil   (U'der   nms . 

'    "'"'    .\'"i    '"    ■"''    llii->    ItiHik.       It    com,,    io    _\ou    aloolulelv 

^''" '  '■"'-'  i'l  <-onniclion  willi  .S//sl,iit,  Hie  big  i^jO-to-JJaG-payo 

iiiaga/nie  of  hii-iness. 

^  on  |,,ke  no  ndx.  I  do  not  uani  any  miniev  f.n-  tlil>  lio.ik. 
■^'"'  .^""  ""■''  ""1  ''\'ii  conliniii'  Ninir  Mib.scription  Io  S//.sliiii 
unless  voii  are  salisfjrd  .'  i  ,\ei_v  particular  with  the  very  first 
ninnlier.  So  1  simplv  suggest  Hial  you  sign  the  card  enclos.d. 
gel  Hi(  hook  and  the  first  nimiiier  .d'  St/slnii  \v  ill, out  |)avmenl 
of  aiiv  sort  whativir.  and  liun  d<cide  for  voiirself.  If  you 
don't  s,,.  a  dollar's  wo-'th  in  almost  cvcrv  pagi — an  idea  voii 
can  acluallv  (it  Info  the  dax's  work  of  your  husiness — simplv 
tell  inc  so.  ^■olll•  u,,rd  «ill  he  (i  li.  I  «il!  cancel  the  suhscrij)- 
'!""  •■••"'  ill"'  bill  as  Will  prompllv.  cheerfully.  The  copy  of 
St/xfciii  you  can  k(  i  p  with  ni\    compliments. 


Sign  and  mail  Ihe  po^l  caid  loda//. 


'ours  wry  Irulv. 

!'i  iii.isii  I. It. 


: 


'ii 


-7.  (  lifinirfcr.—  Thv  nufsl  (iii;ilit\  jukJ  for  t!i;it  xcry 
ivason  (irii  (if  tlu  most  \;iliial)lc  is  cliiiraclci-.  Hv  tliis 
IS  iiic.-i'il  liu'  cltiiKiii  of  |)(rs(iii;ility.  the  cxpirssioii  of 
tlic  u  rib  f"s  o\\  II  s(  If.  in  reading;!  Itltcrflial  possesses 
cliaraclf  !•  we  feel  Hint  we  aic  lisieiiiiig  Io  Ihe  real  talk 
nf  a  i(,i|  person,  nol   b    liie  niei-liaiiieaj  clack  of  a  typc- 


ntcr.      \\  t    lia\e  a  di'stinet 


"''  •'"■  man.  and  can  ainiosi  I'o  1  Uuil  we  know  Inn 

III   ■•!    word    the  (pialily  of  eiiaraeter  is   lln    one   wjiicli 


makes  a    !=!!vr   d;-!i;H-!!\  r.    !i!'is   \\    ;;!;;;; 

Utters  to  Hie  elevation  of  a  letter.      It  is  tlii'  'sonuti 


1  1  U  I  I  I  1  I  -( ■<       I  >  I 


un^r 


ini|)rcssiitn  ol  the  eiiai-actcr  j| 


■50-'  BrsiNKSS  COKHESPONDENCK 

(liiierent."  Xot  that  it  mt-aiis  eccentricity  or  oddity. 
This  is  an  extreme  that  is  nsiiallv  worse  tliaa  colorless 
mediocrity.  It  is  rath  ,e  frank  and  sincere  revela- 
tion of  a  man's  self.  .  i.js  character.  It  corresponds 
closely  with  what  in  literatnre  is  called  style. 

28.  Cliaraclcr  not  secured  hi;  yyo.v///^^— Xecdless  to 
•say.  the  <|uahty  is  not  senn-ed  hy  stiainin;Lr  f,,,-  it.  Such 
•ni  attempt  is  likely  to  result  only  in  the  eccentricity 
that  w.  have  just  condemned.  Kspecially  is  this  true 
when  the  \\  I'iter  assunies  an  aii-  of  oeniality.  It  fre- 
quently leads  to  a  kin<l  of  .iocidarity  that  hreeds  con- 
tempt, or  a  soft  palaver  that  Inreds  siispicion. 

The  following-  examples  will  serve  as  a  revelation  of 
what  is  not  character.  We  may  call  it  an  imitation  of 
character: 


Haj 


J)k.\k  Sii! : — 

I   ui^h  yn,  cnuM  ,it  .-.t   ,n.v  dv^k  ^^lth   nir.   JM>t    fnr  ,„„    morn 
'"^'   "'''''■    J    ■""   "P'l'i'l;;-   'lir   ill.ul.    fnr    I    .linnM    lik.'   tn   li.-.Vr    Voll 
■si'f  tliL>  many  Irtt.  is  uc  nnivc  coiilairilii-  pral^'  <,f  ,,ur  liia"  „f 
M'«  iii;;--iiiacl:iiic>. 

I  sIh.uI.I  aNo  like  to  have  yon  .>t.  p  into  (!„■  >ak>s  n)om>  of  fl,.. 
.loiics  (■..nip.uiy.  wlierc"  a  coinpKf,.  Iii„.  of  mir  niac'-in.^  i.  sl„.wn. 
i'nr  If  tli,'i<-  is  a  siriM-lr  dnip  <.f  >alc  Miian^lilp  l,l„.„i  l,i  vour 
iiiakrup.  \\r  kiK.u  fliaf  xoiir  lirart  will  ^anii  Mill,  ( „th,,si;,sni— 
vo'i  MMipIv  rami.. I  lirl,,  l!.  ^-.i,,  vmII  j,,.|  „,.,nt  to  urf  niit  on 
tli<'  tln,,r  and  In  Ip  -,,11  tjic  ooods.  Ix^cauM^  (h.  v  l)()  SO  HON 
^:S'I"^^■  r.'pivMnt  tl,,  \u^\w^l  possihK-  con.tiuclion.  workman 
sliip,  mat.ri.il.  finl,!,  .i,,,!  mccliaiilcal  fcafun-  in  tla  macjiiiii^f. 
■'"■f-      ^  ">'  "ill  liironu    .  tillniMastir  in  spil,.  ..f  \  (iiir>clf.  vU\ 

\  oiii->  \,  I  \    tnil\ , 


DiAH  Silt  :- 

Now    (Oil 

llir  f'ariiKr  ami  n  ^i<lriit>  of  niial  ilistricts  arc  fiiniin^r  tlioir  at 


Now    coinrs.    fill'    ■.inninir    ^.ii^/v'!     •■.!:;  !•.     ••!!    :■.•■!:!-.. 


I 


I'lVi:  CS  OF  IJLSINKSS  (OKKKSPONDKXCi: 


mr.i 


fM.ti.„i  to  fidds,  gardens,  and  lawns.  What  lo„k.  „,orc  l.cau- 
tif'il  tlian  tlR.  soft,  vcIvLt.v,  -ras>_v  lawn  of  the  sul.nrl.anit.,  an.i 
"li.it  looks  nioro  attract iv..  to  tlu>  artistic,  as  well  a>  to  \h.v  finan- 
^iil  ive,  than  the  «ouri>liin<r  o-anlens  of  fann  and  h'rld? 

Siiifcrclv   vours, 

20.  Jro/dancc   of  slcrcolf/pnl   cr/m.v.s/o//.-   The   at- 
t<  ni|.t  to  scnire  novilty  tuul  ..ri-inaiity  of  expression,  as 
•'\tli  as  a  rrieiidly  lone  iia.s  iiol  heeti  crowned  witli  siic- 
«<ss   in   lliesc  cases.     Nor  will   sneli   a  i'orced  attempt 
•  iMialJy  succeed.      Hnt  on  the  other  hand,  it  is  even  more 
r.ilal  to  dei)end  on  the  use  of  hackneyed  and  stereotyped 
I'Inascs  and  methods  of  expression.      True  of  all  i")arls 
nf  the  letter  this  is  particularly  true  of  the  he^rjnnin^r, 
as  will  he  shown  later.      Therefore  it  is  unwise     .  start 
"lit  with  soniethinw-  jik,.  this:     'Tnin-.s  of  recent  date 
mrlval  <,„d  coulmfs  noted r  nv  -AcLno'a-led^in^i-  //our 
cslccnal  favor  of  rccnit  date."     .Suc-h  a  heo-inni.io-  Js 
ahsolutely  characterless.      And  in  the  hodv  of  the  let'ter, 
siich  expressions  as  "the  s/nne."  -Iierewitii r  -Ih'^-  to  ad- 
r/.sr."  take  away   the  (piality  of  character,  particularly 
"li"i  used  to  excess,  as  Is  so  often  tile  case.      J-'or  this 
"  isnn  (he  use  of  dictation-hooks  and  i)hrase-hooks  is  to 
!'<■  <liscoura<re(l.  as  likely  to  destroy  character. 

II  is  not  a  had  rule  to  av..id  (hr  nsc  of  ;,nv  sentence 
ihiit  see  ins  to  hr  express.d  in  what  is  misVallcd  the 
"laiiy-uaoe  ,,f  correspondence;'  If  y,,„r  senlenee  has 
•'  laniiliar  rino'  and  if  it  seems  stilled  and  lil'eless.  ex- 
amine it  carefully  and  see  if  the  Idea  cannol  he  ex|)ressc(I 
"i-'f  simply  and  directly.  In  nine  cases  out  of  ten,  you 
'^ill  find  a  u-ain  j,,  ,.i,,,rness  as  well  as  in  character.  'I'he 
"il'iice  will  se(  lu  to  he  yoin-  own.  What  is  tnoi,  im- 
!'"ilant,  \(tu  will  speedilv  m'!   «.!>!!••-!■!*'  ;••.  !!=.:  !...!.:!   ..c 


f.\|»rcs.sing  yourself  in  an  iiuhMdual 


\vav.  aiK 


I  uill 


no 


IIP 


I 


304 


BUSINESS  CURUKSPON DKN CE 


'I; 

i>       I 


pi 


Inn^fi-  ha\c  to  cast  alxnit  for  a  I'o'-iii  in  wiiicli  to  put 
your  ideas.  S'ou  will  lind  that  youi-  letters  possess 
cJiaracti'r.  .Ml  liiat  is  iiceessarv,  then,  at  the  start  is  to 
avoid  all  slei'eotyped  and  hackneyed  ph/'ases  and  aim  to 
he  simple,  dii'eet  and  exael — write  as  _\  oii  lliiiih'. 

30.  Jic.siilt  of  ohldifiini^-  chtinii'hr.  A  pkasin;^'  re- 
sult of  this  is  that  the  wrilei-  actually  de\eloi)s  his  own 
indi\  iduaiily  hy  the  [)rai'tiee.  lie  he^ins  hy  demanding- 
that  his  ideas  should  he  expressed  exactly  and  oiM-^inallx . 
He  ends  hy  findino'  that  the  ideas  tin  niseh  es  lia\-e  hecouu- 
moi'c  exact  and  ori,iiinal.  'I'he  uain  in  the  individuality 
of  his  lettei's  has  residfed  in  a  ^ain  in  his  own  individu- 
ality. On  the  othei-  hand,  nine-tenths  of  the  men  wlu* 
use  the  stilted  and  slei-eoty|)e(l  forms  of  expression  he- 
come  in  time  as  mechanical  as  tlieir  cxpi'cssion.  Tlie 
one  inevitahly  has  its  etfect  upon  the  otlu'i-.  l''ailin<^-  to 
wi'itc  o!'i^inally,  men  fail  to  'Jiink  ori<4inally.  They 
hecome  fitted  only  for  the  position  of  clerk — mere  coos 
in  the  ^I'cat  machiiic.  Jf  you  I'ead  the  letters  of  any 
hcails  of  imjxtrtant  comp;  iiics.  you  find  in  IIkiu  little 
of  the  stereotyped.  These  nun  art'  ori^'inal  thinkers 
and  they  e\i)ress  themseKes  ori,yinaliy.  Their  letters 
ha\e  chai"acter.  The  quality  niiis!  noi  he  thought  to 
he  the  produi't  of  genius.  Anyont.'  can  ha\c  it.  Tlie 
man  who  expects  to  w  i-jtt'  efVectixf  husiness  letters  must 
have  it. 

.'ll.  CJiamcfcr  illihsfralrd.  A  lar^c  pro|>ortion  of  tlic 
|ett(  rs  i-e|»i-odueed  in  this  hook  will  he  found  to  possess 
the  t|uality  ot"  char.icter.  Wc  shall,  therefore.  jL;ive  hem 
two  letters,  slightly  a])ai't  from  the  imsiness  field,  wi'it- 
ten  hy  yreat  men.  They  are  in  no  I'espeet  like  <a(!i 
othei'".    yet  I'.'ieli  possesses  in  liin'h  decree  tlu'  (|ualily  <'f 


(r/(l'f(tftf.  BjlHll         I*         VIIV  VHi' 


iltivi       I         •'!  (I 


I 


soI:alit^■ 


THE  FIVK  rs  OF  lUSIXKS?  fOURESPOXDEXC'E   ;}0,^ 
Samuel  Johxsox  to  Lokd  Chksteriii;,,t) 

MyLonl:  l^ob.uary  7th,  1755. 

n.av..  h,.n,  hf.Iy  l„fnnn..,l  hy  tlH.  pn.pn.  lor  nf  77..  IIW./ 
'''•■;/->  i''U--  in  wInVlMny  Dictionary  ;,  n....„n,,..n.i.,i  to  tlu. 
'"''''":"■""  "••''^'•'•''.^-  .-,„>•  lonl.ln,,.      To  Ik.  >o  .li.ti,„„M„,l 

,;"'    ''''7';   :'''•■''•   '"-^   -'-V    liHl.   .uvu.tn,,,,.!    In    fav..,..    f,oM, 

•'-^-a    Ik^ou.:,.t^u.l:iH.Mo^.a...iu.ori„.l,at    Unas  to 

K'kllOW  Icd^C. 

\yi,..M,  upon  so„„.  .!;.M  .M,.onra^n,H.nl.  I  fi,.>t  vi.it..|  vonr 
l--.NIi.p.  I  was  ou.ppowc.ml,  lik,.  flu.  n.t  of  n,ankin,l.  In"  11,,. 

-•-tn-nt  of  you.  a.ldn.ss,  and  could  not  fo..l...a,-  to'wi.h 

l-tl„„^h M,oast    n,y..if  /,,,„;„,,,,,   ,;,    ran.j.r.r   ,lr   la 

trrn:   that   I    nn.|,t  obtain   that   ,vn.,,,a   f„,   „,,;,,,    ^   ^.,^^.  ^,,^, 

word  co„t.n,li„,0.ut   I   found  u,y  att.ndano.  >o  ii,,|..  .ncou'r- 
a^.-H.  t^hat  nnthn-  pnd..  nor  „,od.sty  .oul.l  sutr,..-  „K.  fo  OH. 
--yN    .M   I  had  one.  addressed  your  lordship  in   puhh.. 

'  ''"/"'7'f ''''■'''''■  --t  ''h'l-sin.  which  a  retind  a,!]  un- 
<-ntly  schoh.r  can  possess.  I  ha.l  done  all  that  I  could;  and 
n|>-n,swcl|pi..ascdtoI.w.hisallnc.|,.,.,,,„,i,_^^ 

S--.    vcars.   n,y    lonl.   have   passed   since   I   waite.l    in    vour 

nel     -e  ,      „    pushiu.  on   n,y   nork   throu;,h  di.liculties.  of 
>'''f''f   ^--l.-tocon.plam.  andlwueluou.h(    it   at    lasMo 

IH'    verse   of   pu.l  cation.    . a, hout    one    act    of   a..,,ance.    one 

-nofencoura^nnent.or  nnle  of  favor.     Such  treatn.ent 

'":    -'•■^l-t.  <<..Ine..rhada    patron  h.f.u.. 

-'-H..nlinV,r,,Ure.    a,    la.,    an.uainled    wilh    Love, 
'""I  found  hini  a  natne  of  fl,,.  ,()cks 

'^  '"'"'""■ '"•^-  '•"•<'  —  ■"'-  look.. i,h  unconcern  on 


"    '"   ""■   "••'<'•'••  .Hid   «hen  he  ha.   rea..h,d 


a  man  .t ruo-M-linM  f.,,.  kj 
!™Mo  take  oin.   labor,  had  it   n  eariv.  had  be, 


in 


but  it  I 

it;  til!   F 


"  '"■'"  o.  laye.l   till   1   an,   Indiiren  nt.  an.l 


n    io 


>iii  solitary  and 


kii,.! 


'■•■ir,n<.|   <n  jov 


.1-1 


''""'"*    ""i""l    it;   fill   I   an.    k 


noun, 


:J0() 


BUSINESS    (  ( )RKESr()Nl)ENCE 


if 


and  do  un\  want  it.  I  liopi'  it  is  no  very  cyiiicil  asyiciiiv  not 
to  c'oiiii  ss  ()l)li^r,it'()Tis  win  IT  no  lnn(  fit  lias  Ixiii  rrfcivcd,  or  to 
be  uinvillimr  that  the  luihlic  shotild  consider  nic  as  owin"-  that 
to  a  patron  winch  providence  has  enal.lid  me  to  do  for  nivself. 
Ifax  inir  carried  on  my  work  thus  far  with  so  li!  I  !<■  ohlltjal  ion 
to  any  favorers  of  learniitL^,  I  shall  not  'e  (ii>appo:n!ed,  tiioui^li 
I  should  ciMiclnde  it.  if  le->s  he  jiossiiile.  with  less:  for  I  liave 
l)een  \<)i\<^  wakened  from  that  dream  of  hope,  in  whicli  I  once 
boasted  niyvelf  wilii  so  nnjch  exultation,  mv  lord. 

^  our  lordship's  most  humiih  ,  most  obedient  servaid, 

Sa.m  Johnson. 

Ap.haiiam  T.im'oix  to  TToKAcr,  Gkf.ei.ey 

October  ^I'.i,   ISfiL*. 

T  have  just  read  yours  of  the  l!)th  instant,  addressed  to  mv- 
self  through  the  Xnc   Yorh    'I'rUjinu-. 

If  tlieri'  be  in  it  any  statements  or  assumptions  of  fact  whicli 
I  may  kn(*w  to  be  erroneous  I  tio  not  now  and  here  controvert 
th(  ni. 

If  there  hv  in  It  a!iy  inferences  which  I  mav  believe  to  he 
falsi  Iv  drawn.  I  do  not  now  ;ind  here  arirue  ai^ainst  them. 

It  thtre  be  pirc'eplibK'  in  it  an  impatient  and  dictatorial 
tone.  I  waive  it.  in  del'en  nee  to  an  old  friend  whose  heart  I 
lia\e  always  suppoxd  to  be  rln'ht. 

As  lo  the  policy  I  "'seem  to  lie  pursultii;'."  as  vou  sav,  I  ha\(' 
not  meant  to  leave  any  oni'  in  d()ul)t.  I  woidd  save  the  Union, 
I  uould  sa\e  it   in  the  shortest  way  under  the  Constitution. 

The  sooner  the  national  authority  can  l)e  restored,  the 
neai'ir  the  Union  will  lie.  the  Union  a.s  it  \s  as. 

II  Ihel'e  be  those  \s  ho  Would  not  save  the  Union  unless  till  V 
could  .it   the  same  time  save  shivery,  I  do  not  ayree  with  tlnin. 

It  tliire  be  those  who  would  not  sa\e  Ihe  I'nion  unless  liuv 
foidd  at  the  same  time  de  trov  slaverv,  I  do  iKjt  ai;-ree  with 
them. 

and  not  edher  to  sa\('  or  destrox    sla\erv. 


nn:  fim:  c-s  of  business  corukspondknce  ;j()7 

-•;'i<''';^:.n<...nds.v..i,  ,.,,V....in,allHK.sl.vc^^^ 

'    -' -;-l  -n  -uM  .au.  i,  hv  IVn.in.  so„H.  an.l  I..avin.  othu-s 
""lie.  I  would  ako  do  tliaf. 

Wliat   I  do  al,oHt  slavnv  and   tl.  ..olond  ran^  I  do  l,...aUM> 
'''■'';-''  '-'I-  ''•  -v..  tl,.  rnion:  and  ul,aM  (orh..,.M.,  I  for- 
'''7'  ^;?7/  *'''•''•''''■'--''  --''Hul,.  to  .avMI,M^,ion. 
I>l)..l!do|...  „lHn,VM-Ih,.lH..,.  ,1,,,  .i,,t  I,..,„.|oin.r|,„Hs 

''■•■'--•:  and  I   siKdl  do  n.Mv  wlHn.vu-  I  slull  Ui..v;doin. 

""'I'''    "ill    lirlj)    the   caiiM. 

'>'-nt>-vto..u.n.ct..,.nMSwlK.n.sl,owntol,....n-o,-s.andr 
>M1  adopt   n.w  VU.W.  a.  fa.t  as  IIh.^.  .1,U1  appear  to  b..  true 

I  I'-^l.ero  statul  n,v  purpose  aoonlin.  to  „,v  va.ws  of  of- 
pu-sunal  wish  tliat  Jl  .uai  cvervwhere  cuul.i  be  free 


w 
if 


CIIAPTKK   III 


Tin;     !'KI\(  il'i.l.S    ()!     CONSTRUCTION 


T 


f      V 


.'{•J.   UihitUiu  lut-c 


<.•<<;/  (inalifii.i  and  pnuciplcs. 


'1 


III 


iiKKst  essential  tiling-  in  tlic  cunijjosilir)!!  of  biisiiu'ss  kt- 
tt'i-s.  as  wc  liave  already  >een.  is  the  proper  adjustment 
and  adaptation  of  the  niessa,<j:e  to  the  reader.  And  tins 
means,  in  neai'Iy  all  eases,  that  the  uwr,  ^^•:e  shall  have 
elearness.  eonx'etness.  eon*  iseness.  e(»urtes\ .  and  el 


i.ir- 


acter.    Othc 


dit! 


d)l 


(inaiitK  .  ai-e  desirahle  in  uidividiial  ease«> 


these  are  almost  always  n 


T 


iter  shoiiM 


lecessary 
lur.e  tluni  cwy  hefore  him  as  ideals  to  he  attained. 

In  attainin<4'  these,  or  any  otlui  ideals,  eertain  oiiid- 
in^'  i:rineiples  ai'e  neees.vary.  (Qualities  are  pereei\eil 
by  the  i-eadei-;  the  writer's  attitude  toward  them  is  ei'it- 
ieal.  not  eonstrnetive.  He  may  know  with  absolute 
aeenraey  the  ])reeise  eft'e*. '  he  wishes  t(»  ])roduee,  hut  if 
his  knowledge  ^oes  no  furtlMr,  he  can  produee  the  ef- 
fect only  hy  accident.  Vavu  nunule  analysis  of  cH'ects 
and  (pialities  will  help  him  only  in  diseoverinti'  whetlur 
his  woi'k  has  succeeded  oi-   failed. 

When  it  comes  to  any  actual  woi-k  of  construction, 
^iiidiiin-  principles  must  he  used.  The  architect  cannot 
])lan  a  huildin^-  that  will  ])rodnee  an  impression  of 
heauty  u|)on  the  liehohUi'.  unliss  he  knows  the  fmida- 
menfal  laws  of  si  i-iictural   |)roporlioii  and  design.      I'lif 


UK  I  I    I    (.  V     I 


lltH't         IMVtlllV  ll        llMlllltll        iUIII 


»l       111  I  H  I'^V    ll  I  'V    . 


even  the  humhlest  oh.jects  of  still-life,  unless  iie  knows 

3U8 


i  Ict- 
iieiit 
.  this 
litive 
•har- 
ases; 
(iiiM 
I. 

[iiid- 
■i\C(l 
crit- 
iliite 
it  if 
'  d'- 

'CCtS 

tlicr 

;ion, 
innt 
1  nf 
ida- 
Tlie 


Hin- 


Tin-    i'i{i\(jn,i:s  or  consthtcuon      ..{oo 

•■  lans  ,.f  Ijnl.t  nnri  sliad.',  color,  perspective,  mm.1  the 
^v.     S,,  the  ad-nuMi,  in  layi..-  out  his  aclvrrtiseinent, 
i>t   know  M.inelhin-  ahoiil   hah.nee  and  hannonv    in 
"ider  I.)  make  the  must  eff'eetivc  use  oC  hi>  space.  '  ' 

The  hasic-  principles  of  all  arts  are  similar,  niose  of 
tlir  varions  types  of  composition  are  essentially  the 
^.i.i.e.  They  are  rmi/f,  Coherence,  and  Emphasis.  A 
I'nMiicss  letter  or  other  messanc  written  ir.  accordance 
-|"i  tlH'sc  ,s  likely  to  he  clear,  and  to  he  reaso,.al,ly 
ellective  m  convcyino'  icK'as  and  i'ee]in,us. 

'I'hese  ])rin.iples  are  so  important  that  ve  need  to 
eoiisider  them  as  applied  not  onlv  to  the  whole  letter 
''lit  also  to  the  separate  j.araoraphs  and  sentences,     hi 
tliis  chapter  we  shall  consider  their  application  t(,  the 
letter  as  a  whole. 

;<;{.  T//////.— Fnity  is  the  selective  principle.  It  de- 
'"^mds  that  all  necessary  ideas  he  included  and  all  un- 
iKcessary  ideas  he  exc-hided.  In  ..tlier  wonls,  the  writer 
Mii^t  stick  to  the  point.  From  the  first  word  to  the  last 
•i';|liiM-  shonid  he  allowed  to  enter  that  does  not  con- 
tnlH.te  to  the  main  idea  that  is  to  he  impressed  on  the 
reader. 

Many  writers  minht  well  pattern  after  .Tones'  office 

Old  Jones,  attorney,  of  Pnnkinville,  accordintr  to 
<Jini,n,ni.s  Advertisiuu,  once  advertised  for  an  oflice  Ix.y 
-  ;i  iioy  with  a  head,  he  ironically  specified. 

^Vlien  the  applicants  lined  up  in  his  oMice,  instead  of 
'l'"^//i>i-  as  to  their  ahilities  and  experience,  he  snu'lcl 
'""'  '"Id  a  little  storv. 


I 


'"n    .Smith,"    he   c 


onimenced.    "once   went   rahhit 


i"'im-      The  ral)hit  douhled  hack  in  the  d 


rcff  i 


1  iiiii 


^  latlier  s  harn  a 


nd  '1 


'»  "i''cl,  to  look  for  It.     He  set  fire  to  the  1 


<»ni  raced  in  after  it  and  lit 
ia\-  in  the 


;{i() 


nrSlNI.SS    COlillKSroNDKNCK 


'IS 


»'      '-! 


;li 


mow.  .'ijul   ill  ;i  iiiiimtc  tlie  liani 


was  a 


11 


ahlazc 


Til 


(lairyiiiaid  came  sciirfyin^-  out  and  iij)stt  the  iiiilkpan. 
and  'roin's  latlicr  saw  tlic  lila/c  and  ran  to  |)iil  it  owl 
and  IVII  and  sprained  liis  anklf.  'riitn  Mrs.  Sinilli 
l)ii()nc(l  Doctoi- .Jinks  to  coinr  out  I'rom  town  and  attend 
him.  and  tlir  doctor  came  in  siicji  a  hurry  that  he  U])sct 
his  i|i»-  in  the  ditch  and  smashed  it.  He  went  the  rest 
of  the  way  al'oot.  One  dai'k  ni^ht  an  auto  humped  int.i 
the  remains  of  itie  vUj;  and  thi'cw   thire  people  out  and 


the  township  was  sued  and  lost  the  suit. 
"\ow."  added  old  .Tones,  "if  tl 


lere  s  anvtiiinir  a 


th 


ihoiit 


the  story  that's  not  clear,  just  ask  me,  ho\s." 

One  hoy  wanted  to  know  how  much  damages  the 
autoists  <>-ot  from  the  township,  and  another  if  the  doc- 
tor had  to  pay  pai't.  and  another  if  the  harn  was  in- 
sured, and  a  fourth  if  Tom's  father  oot  hetter. 

In  the  midst  of  a  frantic  lot  of  (|ucstions.  a  hin-  hulk- 
in,L>'  chaj)  with  freckles  on  his  face  hroke  in  and  asked: 
'What  hccome  of  the  I'ahljitf 
Old  Jones  waxed  his  hand  to  the  otliers. 


1{ 


un  alonti',  l)oys,"  he  conimandcd.     "This  chap  ^vU 


the  joi). 

.'U.  Couciulfdlion  on  the  cssciilidl.s.—  This  idea  of 
concentration  is  important  everywhere:  in  husiness  let- 
ters it  is  necessary.  Do  the  one  thinu'  you  set  out  to  de. 
if  youi-  main  idea  is  that  tlie  reader  must  send  in  liis 
adxfrtiscmcnt  at  once  in  order  to  have  it  inserted  in  llie 
next  issue  of  youi"  ])aper.  don't  ohsctire  it  hy  niviiiu' 
twentv  reasons  whv  he  should  adxcr 


ise 


If 


von  are 


applyinu'  for  a  position  show  why  you  are  the  man  to 
till  it ;  don't  hother  ahout  siiyin^'  that  you  want  to  leave 
your  pi'csent  place  hecause  you  are  not  a|)preciated  and 
oiiiy  iiie  oid  man  s  nei)iK\\s  are  a(ivance(i. 

On  the  ttther  hand,  don't  lea\e  out  anvlhinu'  that  is 


TJii:   I'kincii'm:^  (m-  (ONsTKii  iiox 


:i\  I 


<ss((ili;il  to  tlif  iiuiin  i(K;i  mI'  your  iiics.san-e.  If  you  or- 
'''■'■  ,U'»<><ls.  i»i'  sure  'lat  no  dct.iil  of  tlicir  sjx rification  is 
o.'iiittcd.  II'  you  sell  ,o(„hK  liy  tile  (|uality  arumncnt, 
•  loii't  l)f  content  to  say  tluy  ari'  tlu'  ■'hcst  in  tlir  world." 
Sliow  liow,  and  why.  and  prow  it.  If  you  air  dissatis- 
tidl  with  noods  you  haw  hounht.  state  the  reasons  drfi- 
iiitcly. 

'i'he  omission  of  tlic  necessary  is  far  less  coniiuon  than 
tile  inclusion  of  the  unnecessaiy.  Hoth  arc  violations  of 
the  i)rincii)le  of  unity  and  make  it  unlikelv  that 


\()ur 


rncssau'c 


will 


secure   the   riuht   response.      It   is   always 


helpful  to  hloek  out  roughly,  either  on  pajjcr  or 


nil 


n  your 


lett 


ei- 


m  your 

Ton 


nd,  the  ideas  that  inin'ht  he  put  i 
can  then  select  those  that  arc  most 

the  rest.     Test  your  selection  hy  sccino'  if  all  the  selected 
athcred  together  and  ex])ressed  in  one 


essential  and  reject 


Ideas  can   l)c  u 


sentence  that  emi)()dies  the  chief  id 
the  readei'  recei\c, 


ea  \uu  would  luiye 


Tl 


lis  summinn-  up  sentence  or  key-sentence  may  1 


)C 


Ke 


th 


.11 


e  tollowuii'' 


If 


your  advertisement  is  to  he  inserted  in  the  March 


til 


miher,  we  must  have  yoin-  copy  l)y  I'ehruary  2Uth. 
The  (^cm  I)u|)licator  will  save  v 


ou  money  on  lorm 


letters. 

If  the  ooods  we  ordered  Octoher  KUh  are  not  received 
l»y  Xoyemher  1st.  we  shall  cancel  our  order. 

in  order  to  maintain  our  !ihei-al  credit  terms,  we  must 
iiave  your  remittance  within  ten  days.    And  so  on. 

The  effort  to  secure  unity  may  result  in  .1  certain 
Milfncss  of  form  until  the  writer  has  accustomed  himself 
to  huildino-  accordino-  to  a  plan.  After  a  time,  however, 
the  principle  of  unity  lucomes  second  nature,  and  every 
letter  will  (^o  easily  and  directly  to  its  ohject. 

'ij.  Vitil/j  in  rduliun  to  cjjicicncij. — It  may  here  be 


M 


:{i; 


BrsINj:ss    (OKllKSroNDKXCE 


"si 


m 


.1 


Hi 


If 


noted  tliat  the  priiieij)!^  (if  unity  l)riii<rs  ns  haek  once 
more  to  t!ie  general  etHeieney  (lucstion.  KUieiencv  de- 
mands tile  'liinination  ol'  waste  material,  and  it  demands 
speeiidizalioii.  It  demands  that  one  tliinn-  ^»t-'  <'«'>ne  at  a 
time,  and  that  one  tliinu  done  well.  So  iiuitv  rtcjinres 
that  tile  waste  of  iimieeessary  woi'ds  and  the  waste  of 
unneeesNary  iilias  be  avoided.  It  is  better  to  write  two 
letters  than  to  try  to  cover  two  important  ideas  with  one 
letter. 

The  whole  idea  of  a  follow-ni)  system  in  sellinji  let- 
ters  is  due  as  niueli  to  the  necessity  for  ( oneentration 
as  it  is  to  the  faci  that  a  stron<^-  impression  is  best  se- 
cured by  repetition.  It  is  true  that  the  cumulative  eti'eet 
of  a  scries  of  letters  all  bearing'  upon  the  same  purpose 
results  in  more  orders  than  can  be  seeuri'd  b\-  any  sin«)|c 
ap|)eal:  i)ut  it  is  also  true  that  each  single  letter  is  the 
stron,mi-  because    it  contines  itself  to  one  argument. 

The  i-cspoiisc  that  a  letter  aims  to  secure  is  single. 
.Singleness  of  inipressior,  's  esse  iitial  for  it.  That  single- 
ness ol'  inipicssion  can  bi'  sceurt'd  partly  b\-  i-inht  sch-c- 
tioii  of  luaterial.  or  the  prinei|)le  of  luiitv.  Hut  this  is 
not  eiiouLih.  Till' selectiou  must  lie  made  ;ij)parent.  As 
one  aiiilmrity  on  speaUinu  has  put  it.  "^'()u  should  till 
your  audience  in  advanci'  wli;it  \(»u  are  <4()iiii4"  to  s;iv. 
\  on  should  till  tlicni  later  what  \  on  art'  sa\  iu^-.  and 
you  should  tell  them  at  the  end  what  von  Ikinc  said." 
If  you  do  this,  they  may  be  able  to  rt  im  iiiber  what  \imi 
lia\  e  said. 

'.U'k  I '  nil//  i  .1  (  ill  /illjit  <l.  The  folliiw  inn  cdllcclion  hl- 
t«  r  illuslr:il(s  the  lack  of  unity.  It  dinits  .-ui  essential 
ol  such  hitcis  by  faihiiL;  to  i;i\e  an\  !'<  asiui  why  the  ac- 
t'oiiiil  slidiilil  lit  iMid  imniediatiK  .  It  .-dso  has  two  in- 
coiisistt  nt  i(l(.is.  b\  st;iln|o  mi  Ihr  bist  ujacc  tha!  Ilir 
read'i'  must  lia\e  o\<  riooked  the  acc<iunt.  and  b\'  statiiii,' 


,\ 


I 


TJii:   i'i{i.\(  ii'Li:s  OF  (ONs-rurcriov 


-•Ji.*} 


If  tl.c  end  that  he  pn.hahly  has  the  cheek  all  ready  to 


mail. 


I'i  Alt  Sin  : 

UV  know   this  is  a  tiim.  .)f  th.   vrar  wlu,.h   in   vour   busines 


ice 


-  a|'t  '<>  !'<■  Ixis.v  U>v  you  a,„l  inunv  tl,inns  a.v  ov.rh.okrd. 
Wv.  thcnf,,,-.,  .•all  your  attention  a-ain  \,,  th,.  hi!]  „f  ^^-jr^  ^q 
-'  '  •""ount  of  «l,irh  is  still  ,h,..  u..  Vou  pn.l.ahlv  hav  this 
'  li.ck  all  na.ly  to  mail  so  this  will  just  hr  a  ninin(Kr. 

^'olll•s  truly, 

•  Ns  ari  example  ..f  pcrfeet  nriily.  the  lolIowit.M-  sales 
li  Iter  will  .ser\e: 

l)i:\i(  Slit : 

W.    Iiav..   ,v,1m<t,1   the   rate  for  dinct   Vmv  telephone   servl 
t'>  ^-ifiO  a  month,  only  $1  more  than  the  ^  party  rate. 

^o,I    now   enjoy    party-line   serviee.   whieh    is"  the   |„.st    of  its 
K  1,1.     As  its  name  shows,  however,  it   is  limited. 

When   you    want    to   use   your   l-party    |,ne    in    a    hurrv,   an.l 

""'"'■'■    p."'fy    IS    usin^r    it.    v„u    are    vex.-d.       When    so.ne    one 

»  "'t^  to  speak  to  ym,  and  fin.K  the  lin.-  in  u.e,   ,our  intended 

"II'-'  is  nnnoyed,  the  message  may  l„.  |„„  |.,f..;  in.le.d,  it  may 

I  '  ''  r  he  M'ut. 

"  '^-''''l'''H'''l"al' I.  Letter  than  none.  So  it  i..  Hut  when 
"  "'"'I''  !"••'»■  i'l  this  ea.e  Dinet  I.n.e  Serviee  may  h.  ha.l 
'"    ""'>■    ■■'    »'•-••'■""   "ver   'i   rents   a   day    more    than  "you    pay 

'"".    th..    whole    of    it    should    he   y„urs. 

"""■|   l-t    this  |,n;  dider.n.'e  stan.l  in   y,.ur  Nsav. 

Ne|-\     tnil\     \oii|-s, 

''  ^  ■"/'"•'•/,'(.,  The  ri..;hl  s.h.cli,,,,  ,,f  material  Is 
''■■  iiK.st  impcriaiil  la.ldr  in  s.^'uriiiu;  eie;.r.!rss  a.,,! 
ii'.'^lei.ess  ..!'  ellV,  I  aii.l  a  lav. .r.  hi.-  nsp.ms...  ( )||ur 
pniK-iples,  JK.uivrr.  are  h,  lpr„l.     The  princplr  uf  n,- 

Im  !e(icc    ■  '  ■ 


.1.  >  I 


III*         »  I  I  H    SIMM 


I   <M    .11  ian,o(iii(ii'.      It   (If 


"•an  Is  that   tl.r  i.has  h,    placed  i„  juoiral  nr.K  r  an.l  he 


iiij 


f. 


:jii 


lUJSINKSS    (  ()KUi:si'()M)FA{'E 


m 


fir 


Um&- 


so  coiiiR'cted  iliat  <k<initi'  j)i'()^r;Tss  is  int^lr  IVoni  tlie  l)e- 
^^intiiiii^"  to  ilif  ind. 

Xdlliiiiu   is  more  coiiiriioii  tlinti   \]\v  letUr   wliicli    ;il- 
iliouuh  il  I'oiitaiiis  Inil  oiu'  iiiaiti  idia,  lias  siicli  a  loost 


:ri( 


1  raiiihliiij''  stniclui'c.  tluit  lii''  iradcr  at  [\\v  riid  \ 


cris 


that  he  is  just  wiurr  lir  >tartrd.  !"!,illur  tlic  ideas  li:i\( 
been  ])iit  in  illogical  order,  or  they  ha\e  not  heen  made 
to  eohei'e.  or  :>tiel<  toi^'elliei'.  I  a'I  us  eoiisiih  i'  each  pait 
of  the  pi'ohieiii  se[)arate!\ . 

.*{S.  Order.  The  ideas  must  he  in  lou'iea!  order.  In 
Some  eases  this  is  a  falrlv  simple  mattif.  Where  the 
writer  is  simply  reijucstinu'  immediate  delixcry  of  i^oods 
he  has  oi-der.d  sorue  time  Ik  fore,  he  needs  only  to  nar- 
I'ate  the  excnts  as  the\-  liap])(n.  The  sami'  may  he  said 
of  a  kttt!  that  makes  a  complaint  of  pooi-  v(i-\  i'/c.  This 
(•hronoloi_iieal  order,  howexcr,  is  not  ol'ten  possihlc, 
^\'hen  you  are  selling'  j^ood,.  for  example,  \()U  do  Mdl 
wish  to  tell  how  the  n'onds  are  made,  and  j)laeed  (Mi  111. 
inark( !.  The  reader  is  inlei'ested  in  knowinu  how  he  i> 
to  henelil   ))\    u^iuu  them. 

l'"or  such  eas(s,  and  i!i(le((l  lor  the  ureal  maioril\   hI' 
hiisiness  leit(  Is.  tile  order  -iiax'  well   ht    deternii'ied  1)\   ;i 
I'lindaiiK  htal  la\\  of  ps\eho|(iL;\       This  iiia\    lust  he  (  \- 
pressi'<i  !>\    sa\  inu  that   the  hiter  shnuld  he'_>in  with,  th 
I'eadt  r's  pniiit  o|'  \  lew  ;ind  work  ^r.adualU  a''oiind  t<i  lin 
wntei's. 


1 


or  Iii^lanee,  in  selliiiLi'  Lidnds,  the  tliiiiL',  ne.'U'esi  to  tlu 


r(  adi  r  s  inl(  it  s;  is  Ins  iwn  i:e(  d.  That  must  he  awak- 
ened hd'ore  \ou  can  sIh.w  him  the  desirahililv  of  tin 
tiling'  \ou  ha\(  to  s(  II.  .Xlii  r  tin  <lesire  has  liet  ii  aw:ik- 
ened.  tli(ti  must  he  ;i  iiHiilal  eoinielioii  product  d  \<\ 
(  \  idt  nee.      I''inali\,  thti'e  must   he  a  stimulus  to  aetinii. 


"1...  11. 


I    ;.    I ! 


,  I.    ..     I'.,..    Ml 


m' 


^' 


ds.  and  it  comis  la^l    in  ilu    hller.     The  rc.nlcr  I) 


he- 


TIIi;    I'UINCII'LKS    OF    CONS'Iuri  I'lON       ;}i.-, 

Ulns  hy  sayin^r  to  liimself  "Vcs,  I  am  paying-  too  lii^li  a 
l>n\r  for  my  ink."  He  cuds  hy  .saying-,  '"S'es,  J  will 
send  an  onitT  lor  some  of  this  new  hrand."' 

Or  ayain  take  an  answer  to  a  complaint.  Vou  have 
some  excnsc  to  make,  hut  the  reader  is  not  ready  for 
yonr  excuse  until  you  have  shown  him  that  vou  uiider- 
stand  what  the  trouble  has  heen  a.id  svmpiithize  with 
iiiMi.  ITe  is  not  ready  to  l)e  told  that  vou  hope  to  have 
Ills  orders  in  the  future  tmtil  he  is  convinced  that  there 
was  o,„»l  jvason  for  the  poor  ser\  ice  he  has  experienced 
CM  this  one  occasion,  and  that  there  is  no  prohahijitv  of  a 
iccurrence  of  it. 

These  truths  seem  ahiiost  self-evident.  Vet  tliere  are 
i-mumerahie  letters  that  hhinder  helplessly  from  one 
point  to  another  and  end  jiowhere. 

'•{!>.  ('oniurfion.—Cimuvvfum  is  a  somewhat  more 
dillicidt  matter,  and  it  is  not  easy  to  ocnerali/.e  ahout  it. 
Tiic  need  for  e\i)ressed  connection  will  largely  he 
■•'\nided  if  the  ideas  are  in  proper  order.  The  jnind.  in 
pn.ccedinu.  f,om  or-e  idia  to  another,  nec-ds  no  hrid^re 
if  the  ideas  are  closely  l)rounht  together.  It  must  he 
miiemhered,  however,  that  human  minds  do  not  work 
!llll^(■.  Ideas  that  seem  »o  he  very  riose  tonether  in  one 
I"  iMMi's  mind  are  far  apart  in  another's.  IJridnes  are 
tlu  refore  necessary 

Tlie  simplest  devi'-c  is  the  old-fashioned  ojie  of  lli<- 
[•nach.r  with  his  li,s||y.  s,<,,ndly.  and  lliudlv.  1 1  is 
still  valuahlc  in  s<.mr  cases,  hut  is  hkely  l<.  h,"  to<,  mh- 
<'liani<-al  and.  what  is  more  import.uit.  I..0  dciddiitiu  |,, 
tile  imanln.'lt  !<it!. 

-Miich  heller  is  the  use  of  conjimctions.  .S.ime  per- 
Mms  insist  thai  "and"  and  "hut"  should  n.\er  he  use.j 


lo  connect   sentrru 


es. 


Tl 


lis  IS  all  nons.n^ 


II 


is  t 


liuwever,   thai   "and"'  and      huf 


nie, 


are   ti 


le    Will 


kcst 


-?f 


eon- 


1 

4 

,! 

J 

s 

■     ■     •    -ffs 


.'{ 1  (i 


bT'Sim:ss  ('{)khi;si'()M)i:.\(  i: 


nec'tives,  Ijccaiise  tluy  arc  the  most  common  and  convey 
tlic  broadest  siioocstion  of  similarity  or  contrast.  Much 
hitter  are  such  s|)ecific  conjunctions  as  "moreover," 
"nevertheless."  "however/'  and  such  connective  plnases 
as  "on  the  otlier  hand,"  "in  addition  to  this,"  and  the 
like.  These  are  more  effective  and  liave  an  aihlitional 
advantau-e  in  that  they  need  not  he  placed  at  the  he- 
^innin^  of  a  sentence. 

Often  demonstratives  are  useful  for  connective  ])nr- 
])oses.  "This"  and  "that"  call  to  the  mind  the  idea  that 
has  preceded,  and  do  not  diminisji  the  force  of  the  ideas 
that  follow. 

A  very  useful  connection  can  fre(|uently  he  made  hy 
repeatinn-  a    i)art  of  the   idea  that   has   i)rece!(l.     A 
writer  says,  for  instance.  "Xot  only  is  the  (piality  of 
this  article  superior  t(*  any  other  on  the  market,  hut  its 
price  is  actually  lower."      It   must  he  understood  here 
that  rej)etitions  aie  vahn-lcss  unless  thev  come  very  close 
to  the  original  c\|)ressi()n.     AN'hen  a  writ(  i-  re])e*ats  an 
idea   that   he  has  e\j)ressed   two   or  three   para<ira|)lis 
earlier,  he  is  not  nt-itinn-  the  force  of  connection  or  the 
emphasis  of  repitition.     t\t   is  sinii)ly  drawiiin  the  mind 
from  the  thin,i>'  in  which  it  is  now   interested  to  the  thiriir 
in  which  it  was  intei-ested  some  time  hefori-.     Instead  of 
makiny-a  letter  cohere,  he  makes  it  more  dillieult  to  fol- 
low and  to  understand.     There  nnist  hi  continual  i)ro^r- 
•■•  ss.  and  not  the  kind  of  proon-ss  made  hy  the  fro^  in 
climhin-  out  of  the  will,     j^aeli  time  heclindted  u|)  thrrc 
let  I  he  fi  II  ha.k  two. 

(  (  it;iin  <itlu  I-  d(\  ices  arc  Ik  Ijtful  !o  a  smooth  protrress 
ol  lli'>i|._.iit.  The  mainl( nance  of  a  sinnic  point  of  \  ieu 
IS    desn-ahlc.       The    use    of    paralhl    construction    ;iiirl 


I  I  IW      <>    1   -><         I  11     I   I  >  I    I  I  I. 


I  inM-  o-  \  iri's.  now  (  \  er,  ai'c 


II 


m 


or(    imporlinl   in  llie  indixidiial   |.ara_yraphs  and  sen 


THE    I'KIXC'irLES    OF    CONSTRUCTIOX 


;ii 


tonces.  A  fuller  treatment  of  them  will  he  foimd  in  the 
chapters  (le\()te(l  to  j»ara^iai)hs  and  sentenees.  For  eo- 
Im  renee  iji  the  whole  letter  tiie  main  poitits  to  rememher 
■AW  that  the  ideas  should  loyieally  progress  fi-om  he^in- 
.liiiu'  to  end.  and  that  enough  eojineetive  words  should 
iie  used  io  make  tluin  siiek  together. 

I(».  Colli  ri  II:  ('  iwciii pUfud.  The  follow  inn-  sales  let- 
ti  r  illustrates  yood  eoherenee.  The  ideas  are  plae(<I  in 
louieal  order,  heniunino-  with  the  reader's  point  of  view 
:iiid  endinir  with  the  artiele  to  he  sold  him.  and  the  vari- 
oiis  stej)s  in  the  progress  are  well  eonneeted. 

Di  Mt  SiK : 

Ilert's  ;i  little  tip  tli.it  lias  often  saved  luindreds  of  dollars 
inv  mw  houM'  o\s  nei's  : 

Dtii-iii^r  Septi  nilier  and  early  Oetoher  ^\vs  are  not  V(  rv  activo 

they  do  not  >(■(  ni  to  lie  nearly  x)  hotliersoine  as  in  the  siini- 
liH  r.  'I'liis  hads  many  who  move  into  new  houses  in  the  late 
-'iii'iiier  to  think  tliev  can  put  otf  scrdiiin''-  till  ne\t  surin" 

i^lt   here's  \\\\:\\    happens. 

If  they  can  ^n  t  In.  flies  will  come  l)y  the  hundreds  from  the 
lirl^rht  outside  ;^rlare  to  the  cool  and  shade  of  the  inside.  The'- 
li'in't  lin/z  around  and  make  their  presence  felt  as  the\  do 
■  II  her.  hut  th(y  will  cluster  on  your  walls  and  chandeliers  and 
'ill  tlicre.  liaxint;-  musty  spots  that  it  is  almost  impossible  to 
-'  t  ofl"  ott(  ti  making  it  neicssary  to  entir(  ly  redecorate  whole 
moms. 

^  our  lioiisi  should  lie  screiiied  as  soon  as  it  is  finished,  and 
'  adMsi  against  leavin;,^  it  till  the  last  nunute.  (Jood  screens 
-i-t  he  made  to  measure  and  carefully  installed  this  is  the 
I'lily  satisfactory  w.iy,  and  this  takes  time. 

Let  us  s(  nd  a  screen  expert  to  measure  your  home  now  and 
-iihnut  ,a  complete  cost  islimale  of  course,  without  th.  Last 
'  lili^'iiticui  to  \ou       'I'hen  evervthitl!,r  M  ill  he  readv    inv  tune   voil 


ready    Io  ;^r,,   .ahead,   and    a   lot    of   t 


une  and  ;uuiovan<'e  mav 


"   saved 


;3i8 


BUSINESS    COKRKSPONDKNCE 


■•■\\ 


Won't  vou  use  tlie  oncloscd  po.stal  to  indicate  when  it  would 
hv  most  ronvcnant  for  vou  to  talk  this  ovir  with  our  practical 


screen  man.-' 


Yours  verv  truly, 


H.  Emphasis.-  Thvrc  is  a  fundamental  law  of  all 
coriipositioii  that  llic  thiii|rs  of  ^rrcatcst  importance 
slioiild  be  ])]aee(l  in  tlie  position  of  ^n'eatest  [)ronn"nenee, 
and  should  he  oivtn  the  lar^rcst  amount  of  spaee.  The 
most  ju-ominent  positions  are  the  he.irinnitin-  ;,ti(l  the  end. 

^Ve  see  the  truth  of  emjjhasis  well  illustrated  in  the 
newspaper,  Avjiere  the  head-lines  eontain  the  ideas  that 
are  of  ^n-eatest  importanee  and  interest  to  the  reader, 
and  the  first  paranra[)h  of  the  story  likewise  ^ives  all 
the  important  ideas.  The  unimportant  details  come 
later. 

Iti  the  fiction  story,  too,  we  see  at  the  be^nnning  the 
villain  succeedin^^  in  one  of  his  dastardly  plots,  and  at 
the  end  we  rejoice  in  his  death.  In  all  composition  it  has 
heeome  an  estahlished  fact  that  the  imjjortant  ideas 
should  come  at  the  he,«>innin^'  and  the  end. 

There  is  a  ])sycholo<.ical  reason  for  this.  The  first 
idea  catches  the  attention,  the  last  remains  lou'rest  in 
the  mind.  AVhen  we  shout  amon<i>  the  hills,  it  is  our  last 
words  that  are  echoed  hack  to  us. 

It  would  seem  self-evident  that  the  he^nmiin^r  .-nid 
end  (if  a  letter  should  he  rcnaided  as  of  greatest  value, 
and  eontain  ideas  of  fiuidamcntal  im|)ortance.  ^'ct,  as 
a  matter  of  fact,  we  find  thousands  of  letters  heninnintr, 
"^'ou^s  of  the  lOth  instant  received  and  contents  duly 
noted."  Thousands  end.  "Hopin.n  to  rei'cive  an  earl\ 
"a\(»ral)lc  reply,  we  remain."     These  ide;is  caniKM 


aiH 


lie  llie  most  important,  because  they  are  eomuKm  to  tin 

nriril     iii'i  i<ii'il\-    111'    l.'lti'fi^'  ll     i'.-    ..    .^;..l'..l     1        1 

them  such  prominence. 


Tin:  pi{i\(irij:s  of  construction     yi9 


i'2.  ncf/iinniif/  of  the  /<7/rr.— Ideas  tliat  are  distinet- 


i\  (• 


and  peculiar  to  the  individual  letter 


ire  most  ini|)ort- 


aii 


t,  and  should  be  most  em])hasi/ed.     Now  tl 


n  I 


lere  are 

wo  factors  in  tlie  letter  to  l)e  considered.  One  is  the 
■iter,  the  otlur  the  reader.  Obviously,  the  reader  is 
iiidst  interested  in  himseif  at  the  start.  The  idea  of 
-ivaiest  im|)ortanee  to  him  shoidd  therefore  he  placed 
at  the  hc.u'innino-  of  the  letter.  On  the  other  hand,  it  is 
iMiist  important  to  you  that  he  he  interested  in  xou  at 
111  ■  end.  The  thino-  you  want  him  to  do  should  he  stated 
there. 

This  general  rule  has  exceptions,  hut  they  are  not 
numerous.  When  you  write  a  comj)laint,  you  would 
naturally  use  the  hody  of  the  letter  for  recounting-  the 
rircumstances  that  led  to  your  comj)laint.  lint  you 
"oiiid  he.u'in  hy  showin^^  him  the  purpose  of  your  letter; 
tliat  is  to  say.  why  you  are  writinn-  a  letter  of  complaint 
It  all.  You  would  naturally  end  hy  insisting-  upon  a 
-■  ilisfaetory  answer. 

Some  one  may  ask  how  the  acknowled^mient  of  a 
!'  Mrr  is  to  he  handled,  since  this  is  necessary  for  clear- 
Mi  ss.  There  are  a  numher  of  ways.  One  is  to  ])lace  at 
!'■  top  of  the  letter,  ahove  the  inside  address,  a  line 
-iiiilar  to  the  fcllowiny':  "l{ei)lyino-  to  your  litter  of 
N'ivemher  li.  IIM'J.""  It  is  prohahle  that  this  will  he 
iii-i'e  o-eneraily  used  in  tlu'  future  than  it  is  at  j)resent. 
I.\<M  now  it  is  used  hy  many  husiness  houses.  Others 
pi  iif   such    an    aeknowleduiuenl    helow    the   ^  '!utation, 

I  s'parati'  from  the  hody  of  the  IvWcv. 

\  hdlet  way.  pirhaps,  is  tf)  w.avc  (he  acknowledir- 
••  it  inio  Ihr  (ir-l  sculcuee  of  your  letter  in  some  iin- 
'  '  'iiisixe  wav.     The  following-  uill 


\\ 


tVi   ^i.ul   t( 


lie  su^'';^restive: 

ion;   vdiii-  Irtt.r  of  NoMiulji  r  Jjd  that 


-M 


\>'i  arc  i!ilrn,tt(l  in  a  conisc  in  aicouritintr. 


It?  ( 


320 


BrsiNESS    C'()RRi:sr()\T)F,\CE 


W\  rc;rr(t  that  we  arc  unal)K'  to  sii])|)ly  the  information  re- 
quested in  your  letter  of  Noveniher  :}(!. 

We  are  sorry  to  learn  from  your  letter  of  Noveniher  '.id  that 
our  last  shipment  of  canned  peas  did  not  come  up  to  jour  ex- 
{)ectations. 

The  new  l)ook  on  business  rorresjiondenci-.  about  which  von 
iiKjuired  in  your  letter  of  Novt  niher  ;}(!,  is  now  in  the  f;riiiter's 
liands,  and  coj)ies  will  soon  be  ready  for  (list ri!)ut  ion. 


u 


m 


M 


':lfl 


'•ml 


m. 


A  little  inox'imity  will  make  it  possible  to  opeii  pnic- 
tieally  every  letter  with  a  sentence  that  exjjresses  an 
important  idea,  uses  a  tone  that  will  a])peal  to  the 
reader,  and  at  the  same  time  acknowledoes  a  previous 
letter  in  a  manner  that  is  not  too  hackneyed  and  trite. 

Hi.  The  ending  of  the  letter.— Clos'mjy  the  letter  is 
to  many  peojjle  as  difficult  a  matter  as  openin<r  it.  They 
seem  to  feel  that  there  is  too  orcat  ahrnjjtness,  unless 
they  insert  "I  beo-  to  remain."  or  some  equally  hack- 
neyed ])hrase.  An  abrupt  close  is  often  undesirable,  it 
is  true,  but  it  can  be  avoided  without  the  use  of  weak 
expressions.  If  an  idea  is  important  enough  to  occu])y 
the  important  position  of  the  end,  it  is  important 
enouoh  to  deserve  a  definite  statement.  The  participial 
construction  introduced  by  "trustin;[^^"  "hoi)injr,"  "bo- 
licvin^^■'  and  the  like,  is  the  weakest  form  of  t onstruc- 
tion  in  the  Kiiohsh  lanoua^e,  and  imjjortaiit  ideas  never 
slioidd  be  c\prcss(>d  by  it.     { ■  se  a  definite  statement. 

If  you  do  this  you  will  discover  that  in  ?n'nc  cases  out 
of  ten  the  idea  yf)u  thouoht  was  important  was  really 
unimj)ortant.  ^'(lu  will  beoiu  uradiially  to  end  vuir 
letters  with  ideas  thai  are  more  inijjortant  and  to  do  it 
without  al)ruptness.     It  is  not  abruj)t  to  sav.  "We  shall 


...... ,('..! 


. ...  1   ..  if;,.,  1 : 


\  y  fyi  t      ||V.\L 


and  are  confident  that  we  shall  more  than  please  you," 


Tin:  nuNc  iTLKs  of  constiuction 


321 


or  "\\c  know  that  our  i)n\'es  have  interested  you,  and 
art'  confident  that  a  trial  order  will  eonvinec  you." 

14.  Proportioii.—Oi'  the  other  ])art  of  eni])hasi.s,  that 
uhieh  comes  from  ri<4ht  })roi)ortion,  it  is  not  necessary 
to  say  mueh.  Everybody  agrees  that  the  most  import- 
;iiit  ideas  should  he  ;^iven  most  space,  and  nearly  every- 
Ixuly  for^-ets  it  when  writino-  a  letter.  Often  we  see  a 
It  Iter,  the  purpose  of  which  is  to  sell  ^oods,  that  spends 
tiiree-(iuarters  of  the  time  in  attackin*^-  eomjjetitors — at 
lust  a  negative  way  of  advocatin<^-  one's  own  product. 
Oflen  we  see  a  letter  that  tries  to  collect  money  devot- 
ing' a  ureat  deal  of  time  and  sjjace  to  apolo^v  for  send- 
ing it.  It  is  not  contended  that  those  ideas  should  never 
lie  included,  hut  they  should  })e  ^n'ven  less  space. 

i").  Emphasis  c.rcmpUficd. — The  following  letter 
^llows  how  the  important  ideas  are  placed  at  the  hegin- 
iiiiin-  and  end: 


'V\\v  i'if,'ht-(lo]lar-a-wt'ik  ckrk  lias  fourteen  hundred  and 
fort//  minutes  at  liis  disj^jsal  every  day  of  his  life.  I'lie  ten- 
tlioiisand-doHar  man  lias  exactly  the  same  amount  of  time. 
Ilive  you  ever  fiirund  that  possibly  an  economy  of  its  use  had 
i!i!H  li  to  do  with  the  ditfereiicep 

liive  a  clerk  more  Ih.iii  he  can  do  in  the  hours  of  h'  work- 
iml;  (lays  and  he  ovi'rworks  or  shirks  the  work.  Either,  in  the 
1"    ,  run,  costs  you  nioiiey. 

(liarles  W.  Kliot,  President  of  Harvard  I'niversitv.  has 
>.iid:  "A  man  ou^lit  not  to  he  (inployid  at  a  task  which  a  nia- 
cliinc  can  perform.'" 

'('hero  is  a  lot  of  hard,  cold,  sound  husiness  sense  In  Presi- 
(It  nt  Eliot's  remark.     Tiiink  it  over. 

^  ou  have  clerks  doin^r  work  a  machine  can  do     lore  (juicklv, 

'I  '    I   hetter,  easier  and  at  a  small   fraction  of  the  cost.     You 

-m-uid   he    iriierested    in    knowing'    tin     lit   KKOI  (,1IS    HOOK- 

KKKPINC;  .\E\Cni\E  will  ,lo  all  we  clai.n  for  it.     Tlu   invcs- 
IV-il 


« 


.'J-2-J 


BUSINESS    CORRESrONDEXCE 


tigation  is  entircW  at  our  expense.  No  obli^ration,  no  expense 
on  your  part.  SinipW  sign  and  mail  the  enclosed  card.  It 
will  bring  you  relief  from  the  worries  of  office  ^'  uls  DO  IT 
TO-DAY. 

These  principles  are  simply  for  the  purpose  of  ^niid- 
in«',  not  restrainino'  the  iiaiul.  They  are  in  no  .sense 
laws.  The  individual  must  n\)\>]y  them  aeeordin^r  to  the 
purpo.se  he  wishes  to  aeeomplish.  1  f  he  keeps  them  per- 
manently in  mind,  however,  he  will  eertainly  ^o  a  lon^r 
way  in  the  direction  of  clearness,  and  his  letter  will  he 
very  nmch  more  likely  to  secure  the  right  response. 


I!ll 


Ik 


' 


CriAPTEH  IV 

THE    PARAGRAPH 

46.  Origin    and   purpo.sc   of    the    parac/ra ph. -—The 
paragraph  is  tlie  lar^r^st  unit  in  (•(.niposition.     It  is  the 
only  one  dcsU^md  mainly  for  the  convenience  of  the 
reader.     AVe  use  words  and  sentences  naturally.     We 
oxi)ress  our  thoughts  and  feelinn-s  i„  them  witliout  the 
( /fort  of  the  will.    After  committiticr  them  to  ])aper  we 
M.Mietimes  see  the  need  of  revision,  hut  we  do  not  for- 
nmlate  them  in  advance  aecordin^r  to  anv  principles. 
Tluy  reflect  the  recklessness  and   force  of  every-day 
s|)eech.    Para<rrai)hs,  on  the  other  hand,  we  use  only  in 
^Mitinnr,  and  we  form  them  deliheratelv.     We  should 
tlKTcfore  see  that  they  are  carefullv  planned  and  ad- 
justed to  the  reader.     They  are  for  his  cojivenience. 

Tlie  importance  of  this  fact  will  he  more  ai)parent  if 
»<  stop  to  consider  the  ori^nn  of  the  para^rnipj,,  and  the 
nasons  for  its  exi'-tenee.  Like  punctuation-marks, 
paia^raphm^  was  an  invention  of  the  prii.'er  rather 
than  of  the  author.  He  found  that  the  eve  needed  rest- 
"'Li-places  in  its  j)rogress  over  the  ])a-e.  '  The  need  was 
I'aitly  supplied  hy  punctuation  marks.  For  rests  of 
l"",uer  duration  he  used  the  parac,n-aph  marks,  ^  or  C  . 
1-iter  he  found  that  indention  of  lines  and  \h.o  ■--  J 
white 


sjjace  served  the  purpose  more  effectivelv. 
Tliere  is  an  occasional  attempt  hy  some  printer  to 

'3-21} 


re- 


i 


If 


.'J-Ji 


IirSINKSS    COKKKSroNDENCE 


turn  to  the  old  method  of  dcnotiiifr  ])ara<,n-ai)hs,  eltlier 
iicc-anse  of  the  desire  for  distiiietiv  eiiess,  or  heeaiise  of 
the  idea  that  it  is  more  artist ie.  There  is  no  real  exeuse 
tor  the  |)raetiee.  White  sjjaee  is  undoiihtedly  more 
eflieieiit  than  oriiameMts  in  makiti<4-  reading-  easier  I'or 
the  eye  and  mind,  hy  hreakin^-  the  mass  oi'  type  (and 
ideas)  into  smaller  seetions. 

47.  Value  of  the  sJiorl  /Miraf/niph. — lU'eo^ni/iny  the 
fact  that  hu\i>e  masses  of  ty])e  are  repellent  to  tlu'  evi' 
and  mind,  modern  writers  have  adopted  the  j)raetiee  of 
making-  freciuent  j)ara,urai)hs.  This  is  especially  true 
in  Business  Enoh'sh.  Short  ])ara^n'aphs  are  tiie  rule. 
TT^ardly  more  than  twenty  years  a^o  J'rofcssor  JJarrett 
ATendell  defiiud  the  short  para<^raph  as  one  of  less  than 
one  hundred  words;  the  lon^uf  parajLjraph  as  one  of  more 
than  three  hundred  words.  In  most  husiness  letters, 
advertisements  and  other  compositions  all  the  para- 
oraphs  are  distinetiv  short.  A  distinetlv  lonir  one 
would  he  hard  to  find. 

This  tendency  is  (juite  in  accord  with  the  etlioiency 
])rinei])le  of  adjustment  to  the  reader.  If  a  hroketi 
])aoe  attracts  the  eye,  then  th.e  more  hrok^n  it  is  the 
greater  the  attraeti\  (.tiess.  \\  ithin  certain  limits  t!iis 
is  true.  Kven  in  stories,  ])a<^'es  of  dialo<>'ue  attract  11s 
more  tliari  j)a^es  of  solid  descrii)tion  or  action,  ^loil- 
ern  story  writers  often  like  to  he^in  with  a  hit  of  dia- 
logue in  order  to  catch  tlje  eye.  Similarly,  at  the  l)e- 
i>in?iinrj'  of  a  letter  a  few  cris])  'paragraphs  compel  the 
leader's  attention  more  quickly  than  a  single  long  one, 
regardless  of  the  thought  or  language. 

Com])are  specimens  A  and  li  following.  The  .>in- 
teiices  are  the  same.  The  oidy  difi'erence  is  in  the  para- 
graphing. Is  there  any  douht  as  to  which  is  the  more 
readahle  ? 


THi;    I'AKACiUAPH 


iVjr, 


B 


Two   sDurci's    oT    jji-ofit    can 

I"     (l(\(l()|)((|    ill     VOLII-    liusiiios 

;,'tt liner  niorc  liusiniss  and 
n.liiciMir  thf  co.st  of  the 
I'liiit.d  niattiT.  II  o  w  t  o 
(i'>  it.  Incroase  voiir  business 
tliiou^li  (liruc't,  convincinir  Kt- 
t' IS  and  stroiifr  follow-up 
["■iiilcd  niattir  .M-nt  to  a  list 
<|f  pidsjiicts  or  possihli'  ])ros- 

l'"t-..         IJcdncr      the      f,.>t      of 

I'l  iiittd  niatti  r  hy  doin^r  vour 
"\wi  printing  -ival  jirintiT'.s 
i'liiiting — in  tin'  privacy  of 
}<n\v  own  office,  with  your  own 
"'4 ''''.vies  at  a  saving  of  «5 
I"  r  ccrit  to  7")  ;)er  cent.  The 
Multigraj)!!,  a  nmltipie  type- 
^nihr  and  rapid  rotary  jirint- 
"^'A  in-vss  coinhined  in  one 
hnndy  niucliine,  will  do  botJi. 


'I'wo  sources  of  profit  can  lie 
di\(loped  in  your  Iiusines.s — 
getting  iiion  l.u.>iness  and  re- 
ducing tile  c„.t  of  the  j.rinted 
matter. 

How  to  do  it.  Inrnase 
youi-  business  through  direct, 
conviiuino-  h.fters  and  strong 
foilow-up  irinted  matter  sent 
to  a  li.>t  of  jirospects  or  j)o.ssi- 
hle   prospects. 

liediice  the  cc  ,,f  jirintod 
inattt'r  hy  doing  your  own 
printing—  real  p  r  i  n  t  e  r  '  s 
Itrinting— in  the  ])rivacy  of 
your  own  office,  with  your  own 
cini)loyees  at  a  saving  of  05 
per  cent  Uy  V*  jier  cent. 

The  Multigraph,  a  multiple 
typewritir  .and  rapid  rotary 
printing  jiress  combined  in 
one  handy  machine,  will  do 
both. 


Hi. 

I 


lll.-strat.on  of  tl,e  attractiveness  of  simrt  paracvraijl.s 
;■-;'>•  he  r.nuul  in  oihrr  fid.ls.  Consi.ler  editorials. 
I  --<-  n.  the  Xew  ^^,,,,<  I^vcmu/  Jouruul  are  prol.ahlv 
"-i  I'.v  a  ureaier  nuuil.er  of  pecpje  than  anv  others  in 
^* '  jnuntry.  A  ohuiee  at  any  o,ie  of  thet.!  \vil|  eonyinee 
n^  that  the  credit  Cor  their  pop-darity  is  not  due  entirclv 
'"  'H^  ideas  an<{  I'eeiinos  expressed.  The  short,  incisive 
paia^n-aphs  make  th.eni  easv  readino-  ...nd   ;„..„....  fi,. 


Hi;  ssao-e  eh-arlv  on  tl 


^s.  Mis, 


ic  a\eraoe  mind. 


i-sc  0 


f  the  ,siu(jlr-.sciif(  iicc  Jiarayrupli. —Short 


II 


It  ■.{ 

it) 


.'{•J(i 


nrSINESS    rORRF.SPONDENTE 


t 


ill 


>l' 


l)arji^i-:i|)Iis  arr  undoiiljUdly  nicst  serviceable  in  Riisi- 
ncss  Kri,!4!isli.  They  should  iu)t.  however,  be  carried  to 
too  n'reat  extremes.  'I'bt  re  is  a  teiideiiey  anioii^'  some 
writers  to  |)ai-i^i  aph  laeh  seiiteiiee,  regardless  of  the 
purjxise  oi'  the  letter  or  the  class  of  people  to  whom  it 
's  directed. 

What  is  tlie  /.suit? 

Yon  read  the  iiussa^e.     Ol'  coui-se.     ^^)u  can't 

helj)  it. 
Voii  iniderstaiid  the  idea, 
^'ou   <^'et  an  im|)ressioii. 
lint  v(Hi  also  feel  that  this  cotitinuoiis  hammeriim' 

is  a  bit  nionotonons. 
x\ui\  it  is  not  coM.plimentary  to  yom'  intcllit^'ence. 
It  will  do  for  the  forei^jier  just  learning  to  read, 
lint  you  are  able  to  digest  man-size  doses. 

The  siiii^le-sciitence  paragraph  in  its  place  is  wondiT- 
fnlly  etfecti\e.  lint  when  it  tills  indiscriminately  col- 
lection letters,  answeis  to  complaints,  and  sales  letters: 
letters  about  iinestments,  advertisin/4.  insin'ance  and 
books;  lett(  rs  to  bankers,  fai'mcrs,  agents,  and  school 
teachers,  it  is  lime  to  call  a  halt.  The  ^^'oldcn  lule  of 
adaptation  to  the  rt  ader  1    a|)plicable  heic  as  clsewlKri. 

What  slioidd  \M  lliink  if  the  consir\ati\e  \;  \  \'oik 
K\tii'ni(i  Pitrt  adoplid  l!iis  short  pai-a^raph  method  for 
its  editorials'  We  shoidd  certainK'  cease  to  regard  its 
statements  as  bearing  the  mark  of  authority.  The  idias 
mi^lit  Ik  the  sj'.mc;  the  sentences  ininhf  «.\ en  be  the 
same;  but  tl;'etV.(t  would  be  cjuif'' difl't  icnt.  And  the 
effect  would  not  accord  \\itli  the  diL!iiit\  ol  a  thrcc-ciiit 
j)ap«r. 

Iri   iioint  lA'  f.;i(t,  thr  id       v<  eof!'.  cx-rd   in  sinn  h'-scM.lcMCC 

j)araiiraiihs  arc   not    likt  1\    to   be   the  same  as  those  in 


THE    PARAGRAl'II 


32- 


lar^or  ones.  There  is  no  room  for  nK)(lific'at,i)ns  or  cx- 
tcjjtions.  Slronn-  assertions  and  s\vee])in^'  generalities 
take  the  ])hiee  of  earefiilly  hahineed  and  judieiai  opin- 
ions.    Kxaetness  is  inipossilile. 

Ii>.  f I' lien  .sliorl  /)ar(i(/>-(ij)lis  arc  iiudcsirablc. — The 
js'ragraph  of  a  letter  or  other  husiness  eonnnunieation 
(iiin'ht  to  he  achipted  tn  the  reader.  The  sin<^le-sentenee 
para<4raph  is  not  nsually  suital)le  in  k'tters  to  teaehers 
and  other  pi'ofessional  men  and  women,  or  in  <^eneral  to 
iiitn  and  women  of  the  e(hieated  and  enltnred  ehisses. 
Tile  uain  iii  attention  that  resnlts  trom  its  use  is  more 
than  offset  hy  tlie  h)ss  in  eon\inein<^  ])()wer.  People 
alio  think  for  themselves  pay  no  attention  to  the  noisy 
and  extravaj^ant  deelarations  of  the  side-show  harker. 
riiey  are  likewise  nnmoved  hy  the  staeeato  declarations 
nl  the  sin^le-sentenee  par;  raph,  whether  ahont  pol- 
itics, morals,  or  Imsiiiess, 

W-yardless  of  tl:e  class  of  readers  the  sinf>le-sentence 
]iaia<4raj)h  does  not  Itelony  in  the  ])uhlications  of  certain 
classes  of  hnsiness  houses.  Kstahlishinents  like  Tif- 
I  iti\  \  and  (iorham's  could  not  ])rotit  hy  its  u>e,  heeanse 
it  la(  ks  dinjiity.  Conservative  investment  houses  should 
.!'  nid  it.  hecausc  it  saxoi's  too  much  o)  the  <^-ct-rich-(|uick 
lunics  of  the  popular  promoters.  It  is  not  suitahlc  in 
"  httcrs  of  lar-^c  t rMis|)ortation  com])anics.  art  dcal- 
<  I  .  or  ollur  hioii-^rade  concerns  that  <^ain  n(  v  husiness 

■^InW  |\  . 

lldur  proposition  in\(i'  ^  a  tpiick  decision  and  a  de- 
cision hascd  upon  inip'i'  latlu  i-  than  reason,  sin^le- 
M  mI(  iic(  pa ra<ira piling  may  bf  found  useful.  I  f,  on  llie 
•  >'lier  hand,  the  pro|»osilion  appeals  onl\-  to  the  limited 

>  and  in\o|\(s  a  slow  decision  hascd  upon  conxiclion. 


(I., 


.  ;.  .1. 


i^t  ly  1(1  harm  than  to  help. 


,....  ..^. 


..1. 


:ii    I. 


.i^l 


.'}2S 


IJUSINKSS    ("OHUKSI'ONDKNCE 


In  J' 


Then,  too.  there  are  eertain  jjurposes  of  liusiness 
Kno-lisli  with  whieh  the  siii^le-seiiteiiee  Mara<>rai)h  is  not 
in  harmony.  If  \\c  ;ire  simply  ^ivii.o'  information  or 
adjustinn^  (hfftrenees  c.f  opinion;  i;  wf  are  eolKvtinn 
money,  refnsino-  en-lit.  or  doinn'  anythin---  v\sv  disaoTee- 
ahle  to  the  reader,  \vf  should  hcware  of  the  sinn|r-sen- 
tenee  jjaraoraph.  It  always  nivcs  an  impression  of  in- 
formality- rvt-n  familiaritv.  .Sometimes  it  ^ives  the 
imi)ression  of  eurtness  and  rudeness;  and  it  can  never 
«ive  the  smoothness  and  delicacy  of  touch  thai  is  seein-ed 
hy  the  lonmr  pa.  a<.raj)h.  As  we  have  said  hefore.  the 
single-sentence  paranraj)!!  almost  inevitahly  leads  the 
writer  to  an..'ressiveness  of  attitude  and  j.ositiveness  of 
statement.  The  lono-er  para^raj)h  has  room  for  (pialiti- 
eation  and  e\])Ianation. 

.)().  ]*ar(i(/r(ijihiu(/  cJdu.sc.s.-  There  is  a  tendeney  aj)- 
l)arent  in  the  letters  of  many  hiisiness  houses  to  para- 
graph separately  no!  merely  sinnle  sentences  hut  single 
elauses  in  the  sentence.     This  is  a  logical  devilopmeiit 
<»f  the  idea  that  the  pai-'c  should  he  hroUen  a-    iiueh  as 
|)ossil)|e.     In  \  iew  of  the  main  |)urpose  of  tiu'  |)araf4rai)li 
to  Jiiake  readitiu-  ■asier  the  tendency  nia\    lir   iustided. 
I)iii   there  are  many  people  who  n  sent   if.     It  is  too  oh- 
\ious  an  atti'inpt  to  nain  the  attention.     It  siinn-ests  too 
much  the  mefhod  of  display  used  in  street-cai-  and  el((- 
tric-li;4lit  sinus.     \'ery  ,,fteri  i|  defeats  its  own  i)urpos.'. 
Of  course  there  are  certain  cases  in  which  this  mctliod 
of  paran-raphinii-  is  am|)ly  justified  hy  custom  and  con- 
Ncnience.      .\n    oi-d(  i-    for    hcmIs    that    cont/iins   scxcr.il 
ifcnis  shoidd   lia\e  each  of  thrse  if(uis  sepiirafely   par.i 
graphed,  so  iliai  tin  y  can  he  clirciscd  more  eon\  enicnl  l\ . 
I'sa^i'i     also    a|»pro\(s    the    separ.-ife    paragraph  inn-   of 

c\crv  clause  in  ;i   set   ol    i-isofnt  lon.s.      Th..  !•(.   u-.n!.!  s!  ■  !!! 
to  he  sufhcicnl    |)r.ce(Knt    lor  !)aranrapliinn   separate  ly 


THE    PARAdliAPJI 


racli  one  of  a  series  of  reasons  wliy  an  artiele  sl-.ould  he 
|)iireliase(l.  wlietlier  tluy  are  in  the  form  of  definite 
statements  or  merely  elai.-ses.  In  many  eases  it  has  heeii 
(Inne  with  sneeess.  WMierexcr  possihic.  however,  it  is 
tar  better  to  make  sej)arate  senlenees  of  i-aeh  of  these 
ivasons  than  to  paragrapli  them  separately  without 
(liiin,y  this. 

( 'se  the  short  i)ara<)Tapli—  the  sin^le-sentenee  i)ara- 
Hiaph  even— when  gainino-  attention  is  y.onr  all-import- 
ant ohjeet.  I)(i  not  use  it  when  the  eonvietion  of  a  fc  w 
i>  more  useful  than  the  attention  of  manv.  I  'se  it  when 
ynur  j)roposition  is  po|)uIar  in  eharaeter  and  must  ap- 
Ptal  t(»  the  many  that  are  unedueated  and  uneultured. 
Do  not  use  it  when  your  a])peal  is  made  to  the  eultured 
and  wtll-edueated  elasses.  Tse  it  when  you  are  selling 
^iiods.  Do  not  use  it  when  you  are  answering  eom- 
plaints. 

•)1.  I'tiitu  in  the  /xiraf/ni/iJi.  Whether  short  or  long, 
I>atai;rai)hs  will  not  eompletely  ser\  e  their  purpose  of 
making  nading  easier  for  the  eyr  and  mind  unless  eael; 
one  marks  a  detinite  step  in  tin-  |)rogress  of  tlu-  eoniix)- 
sition.  The  sentenees  groujxd  in  it  must  he  hound  to- 
jietlu  r  l)y  very  close  relation  in  ideas.  I'or  the  pur|)oses 
•  •r  eoristruelion.  indeed,  the  jtaragraph  (nay  he  ngarded 
as  a  whole  composition  in  itself.  It  nnisl  he  eoiistrueted 
iin  tile  same  principles  that  govern  the  whole  composi- 
tion. I'tdess  this  is  done,  the  fact  that  one  jtaragraph 
is  s(  I  olf  from  another  will  he  of  lillle  re;ii  help  to  the 
n  ;iil(  r. 

riie  p.iragraph  must,  first  of  all,  ha\(  unity.  All  the 
"^inii  net  s  in  it  unist  hear  u|)on  sonic  one  |)oint  in  the 
liiessage.     This  one  |)oint  ni.i\   he  «hoseii  In   ati\   one  of 


I  1  1 1 1    .^  1 1 1 1  n  1  <  I  I  1 1  ^ , 


I  o   .1   saic'i-iei  u 


lor 


t  \ 


:niij)le.  it  may  he  chosen  aee(.rdiiig  to  its  purpose,  (»r 


330 


BUSINESS    COHKKSPONDKNCE 


function.  These  functions  are  usually  considered  to  i)e 
four  in  number.  The  letter  must  attract  attention, 
create  desire,  convince,  and  stimulate  action.'  A  jjara- 
^rraph  of  the  letter  may  he  devoted  to  each  of  these 
functions. 

5-2.  Paragraph  unit//  illii,strati'd.~'n\t  following  let- 
ter will  illustrate  this  method: 


ill 


5:4! 

4i 


m 


■I: 
'til 

m 


Creates 
Di  sire. 


Dkak  Sir  : 
tittracts  Oni'  liuiulnd  million  tlollars  arc  s|Hiit  tvcrv  Vi-ur 

itteiitiuN.    on  saks  IcttiTs.      Only  oiu-sixtli  of  tin-'  arc  cvt  r 

nad.     An-  yours  ani(>n<r  tlio  otficicnt  .si\      r*     Von 

know  you  could  (loublf  your  l)usini>s  if  von  coiil,! 

inaki'  your  K'ttirs   so  coinpiliiiiir  that    no  husints- 

man  could  liclp  reading  tluin. 

I. earn  to  make  thcni  forceful,  vital,  -•ompcllinn'. 
\  .)U  can  do  it.  Inntatiii.,?  other  jKopIe  or  hiriii:,' 
them  to  do  the  work  for  you  may  xrve  as  a  make- 
shift, hut  it  won't  he  a  permanent  help.*  Hunt's 
liii.siiuss  Kii;/lisli  is  practical  '^\ndv  for  practic.d 
men.  It  puU  before  vou.  in  siin|)le.  us.ihlc  foriii. 
all  the  principles  yon  need  to  know  to  write  anv 
kind  of  l)usiness  messa^rc.  Each  priiu  iple  is  fullv 
illustrated  l)y  concrete  examples  from  ai'tual  e\- 
perii  lice. 

The  srienlific  v.tlue  of  the  treatise  Is  shown  li\ 
''"•  '■"'•f  that  't  is  Us. (I  ill  the  l.iii^r.st  I'liiversilN 
Schools  of  Comiiiei,-,.  ill  the  .•oimtrv.  I'rofcssi.r 
llenr\  .\m.s  s.ivs  of  il  :  --No  other  t.\t  hook  on 
composition  is  so  lhoiMiiir!il\  piacticil.  It  U( 
\    io|>s  the  pou,  r  o:'  Ih.    iiidis  i.hi  il."*     Hut  it  i<t  not 

-i""l''.^   ■■'  ''"^i   I k  for  iiie  stnd.nt.      It   is  .-oinpl,  I, 

enoueh  and    ;ul\anc(d  enoui,di    for   tjic  . AptTioncid 
!)Usiness   man.      .Mr.    .lohn   Smith,  se.  retarv   of  the 

S'f  ClMI'TKH   XII  Sm.K.s  LkTTHLS 


(  V)H77*//'V,<. 


Tin:  PAHA(;RArir 


331 


Blank  Mamifacturiiiir  ("ompany,  says  that  he 
kccjjs  it  on  his  desk  all  tiu'  t  inir.  Head  the  en- 
closed <lfMri|)tive  eireular,  and  you  will  understand 
why. 

Stimnlatis         V.wn  if  you  use  it  only  as  a  referenee  p;n'u\v  on 
Aition.  the   Httle   points   of   piuietuation   and   /grammar,   it 

will  he  worth  its  price  to  you.  But  you  are  the 
be^t  jud-Tf  of  its  worth.  Si<rn  the  enclosed  card 
and  your  check  for  $2.  Keep  the  book  ten  days, 
and  if  you  doirt  feel  that  it  is  wortii  more  than 
its  cost  return  it  to  us  and  ^et  your  money  back. 
Send  to-day. 

Very  truly  yours, 

Tn  practice,  few  sales-letters  are  (luitc  so  inecluinically 
<nii-,triictc(l.  The  parao-rapji  division  dcRs  not  often 
eciiespoiid  so  closely  with  the  functions  to  he  per- 
t "lined.  Several  paranniphs  may  he  ^iven  to  the  de- 
rii)tion  of  the  article  to  create  desire,  or  to  the  evi- 
nce ahout  it  to  convince.  Even  so.  however,  there 
\>iil  he  a  proper  division  of  the  material,  so  that  each 
!);na<rrai)h  will  cover  one  phase  of  the  snhject.  One 
V  ill  (lescrihe  th^'  materials:  another  will  (lescril)e  the  fin- 
li:  one  will  ^ive  evidence  of  tests;  another,  evidence 
"I  testimony. 

riie   letter  ^iven   ahove   wonld   i»e   improved    if  new 
l';ira«rraplis  were  'leou,,  at  the  points  m.irked  hy  aster- 
Kach  paraoraph  would  -.till  he  a  unit,   for  each 
Id  still  contain  oidy  sentences  that  hear  on  a  single 


d, 


"'•{.  TcsiiiKj  unit//.  To  iesi  IJic  unity  ol  his  para- 
:i  i|)lis.  the  writi  r  should  see  if  each  (UU'  can  he  summed 
itii   111    •)    i.iti<rlj>   k. *.i  1 1 i >i t. .. t        ir   ii    .... 


..*      li    \ 


I*  »    ( 1 1 1 1  i  \ 


I  nrelatid    ideas   aic    included,   or    essential    ideas   are 


'.V.i)i 


UrSINKSS    ('OUKKSI'ONDrACE 


IS 


it 

li 


omitted.     If  it  can  he  suniiiied  up  in  a  key-sentence,  it 
has  unity. 

Apply  this  test  t<.  the  letter  ahove.     The  key-sen- 
tences are  as  follow s: 

1.  Von  can  increase  your  husiness  hy  making  your 
letters  more  compellinn-. 

2.  Hunt's    Bii.siHc.ss    Euylish    is    the    hest    ^njide   to 
knowiedo-e  of  the  way  of  doin^  this. 

.'J.   Jt  is  endorsed  hy  those  who  have  read  it. 
4.   \\)\\  take  no  risk  in  ordering  it  to-day. 

Jt  will  l,e  noted  that  the  wl'.ole  letter  can  he  sumn)e<I 
up  in  one  sentence:  "Vou  can  increase  vour  husiness 
l)y  orderino'  Hunt's  Hii.sincss  English  to-day." 

If  the  letter  is  divided  into  shorter  paragraphs,  as  in- 
dicated l)y  the  asterisks,  the  key-sentences  will  he  as  fol- 
lows: 

1.  Only  one-sixth  of  the  great  mass  of  sales-letters 
are  read. 

2.  \  on  can  increase  your  husiness  hy  having  your 
letters  among  that  com])elIing  sixth. 

H.    Imitating  others  will  not  help  you  to  do  it. 

4.  Hunt's  Husiness  English  will  guide  you  to  do  \l. 

5.  Tniversify    Scliools   of   Commerce   endorse    it  as 
scientitic. 

(i.    Husiness  men  e?idorse  it  as  practical. 
7.    ^  ou  take  no  risk  in  ordeiing  it  t(    day. 

Tlie  process  of  (Ii\  iding  the  material  of  other  letters 

m  order  to  secsire  unitiid  paragraphs  is  much  the  same. 

Tsually  the  ])uri)ose  to  he  accomplished  f)y  a  letter  is 

divisihle.     In  answering  a  complaint,  for  ixample.  it  is 

u .      •  ..  ,  ..... 

••*•<.»   ii^et.v>.4i  »    I.;  iiiij*ui.>  tiie  leaiicr  wuii  a  hehei  m 

your  sincerity  and  good  will;   to  show  him  the  cuiuses  of 


Tin:    rAHACiHAl'H 


833 


tlir  ti-Duhle;   to  c.\j)laiii  to  liini  your  responsihilitv   ( 


]:uk  ofrcspoiisiljilitv)   for  tlicni;    jukI  t 


or 


o  convince  liim 


that  it  is  still  to  his  a(lvanta<rc  to  deal  with 


v<ni.    It  niav 


take  several  ])ara,<rrai)lis  to  explain  the  causes  of  the 
•  lilhciilty.  In  any  case,  however,  each  should  make  a 
cniiiplete  step  in  the  procuress  of  the  message. 

.H.  Form  imra(jraph.s.—Vu\{y  \n  the  para<i!ai)h  is 
valiiahle  chiefly  hecause  it  makes  each  hreak  ii  the  read- 
in-  matter  follow  the  completion  of  a  sle])  in  the  lo^rical 
i»innivss  of  the  messa<,re.  It  is  also  \aluaMe,  in  a  prac- 
tical way,  in  the  use  of  what  are  called  "fornj  nara- 
iiraphs. 

Form  paragraphs  arc  a  result  of  the  necessity  of 
many  i)usiness  houses  that  handle  a  larfre  amouiit  of 
c.^ne-pondencc.  They  have  found  form  letters  inetH- 
( i«  lit  for  their  uses,  or  not  practicahle  under  some  con- 
ilitions,  hecause  of  the  impossihility  of  devising  them  to 
fit  all  classes  of  men  and  all  circumstances  and  hecause 
"f  their  lack  of  the  personal  element.  On  the  other 
liaiid.  the  force  of  writers  necessary  to  give  each  case 
!'•  ix.nal  attention  and  personal  dictation  would  he  too 
i\I><iisi\e. 

They  have  met  the  situation  hy  takijig  from  one  suc- 
(■<  ssfiil  letter  a  ])aragraj)h  that  gives  a  certain  piece  of 
it'i'Mination;  from  another  a  paragraph  that  presents 
a  (vrtain  specific  argument;  from  another  a  paragra})h 
till!  answers  a  certain  specific  ohjection,  and  so  on. 
S'lnctimes  they  have  taken  several  that  perform  the 
^niM  function,  l)ut  that  are  directed  to  diflFerent  classes 
!  !  aders.  The  paragraphs  thus  chosen  are  copied  and 
!'i'l<  \ed,  so  that  they  can  he  rearranged  to  answer  any 
'■"iiilMiiation  of  (piestions  or  ohjections.  If  they  cannot 
'"  used  entirely,  they  can  at  least  be  used  for  part  of 
t!'   letter  and  the  renuiiiidcr  can  be  dictated. 


I 


tl 


.-J.'jl 


BHSINKSS    CORUKSrONDKNCE 


i* 


Is 


Tile  use  of  form  |)ara^n-ii])li.s  does  not  result  in  ideal 
business  letters.  They  are  likely  to  laek  eolierenee,  and 
sometimes  unity.  They  are  better  than  I'orm  letters, 
however,  iti  dealin<4-  with  established  trade,  and  thev 
save  e.\i)ense.  AN'here  this  is  an  important  J'aetor.  tluv 
are  an  ellieient  substitute  for  t!ie  p"rsonally  dietated 
letter.  The  form  para^n-aphs,  of  eourse,  shoiihl  be  eoiii- 
posed  by  the  same  person  who  dietates  any  additional 
matter  in  the  Utter.  If  this  is  done  the  resulting  mes- 
sa<;-e  is  a  very  o()(„l  .substitute  for  a  letter  that  is  per- 
sonally dietated  throughout. 

It  is  obvious  that  a  form  para^n^raph,  to  be  of  use, 
must  be  eomplete  in  itself.  It  must  not  recpiire  any- 
thin/^-  to  explain  it.  It  must  be  a  utiit.  I'nless  it  is  so 
eonstrueted,  it  eannot  be  eombined  sueeessfuUy  with  a 
lar^e  variety  of  other  |)ara<4raplis.  This  praetieal 
reason  has  been  of  mueh  aid  in  many  eoneerns  in  foi-eiii!,^ 
a  reccpnition  of  the  iinportanee  of  j)araoraph  unity. 

.).}.  Xarrfitivc  order  in  the  parac/raj)}!. — Coherenee  in 
the  ])ara,irraph  is  mueh  the  same  as  in  the  whole  eompo- 
sition.  The  sentenees  should  be  in  loi^ieal  order,  and 
should  be  so  eonstrueted  and  eonneeted  that  the  relation 
between  them  is  elear.  The  ])roblem  of  looieal  order  is 
less  important  and  easier  of  solution  in  the  parayrapii 
than  in  the  e()m])osition  as  a  whole.  Proper  eonstnit- 
tion  and  eoniieetion  are  the  most  essential  means  of 
seeurinp  para^raj)!!  eoherenee. 

The  narrative  order  is  the  simplest,  thou^di  not  tlio 
most  eomnion,  in  the  Husiness  Knj^lish  paragraph.  Hue 
the  faets  are  f,nven  in  the  order  of  their  oeeurrencc.  It 
is  usefid  in  presentin"^-  the  .steps  of  a  proeess  that  is 
bein^  e\j)Iained.  or  in  stating-  tlie  events  tliat  led  up  to 
a  certain  situation.  To  anan<.i'e  tin  ni  }iai)hazardly  jnst 
as  thev  eome  into  the  mind  would  be  less  effective. 


THE    I'AHA(iKAI'II 


335 


Exa  mplcs 

lirtfcr 

^™iuv,.,„„,.,„„,,|i„|„i„,      v„„  i„„,  ,„„,,„„„,,,.  .H  ,i,h 
'.t.   II  ..<  .™  N„v.  a,,.  ,„„,    „,,,,.     y,,^   ,viii   ,,,,„,,„,,„ 

"    ,11  n.,„™„,„  „„.„  ,„ ,„  i ,„,,,,,^    !^'; 

1"!.  in   10  fkv       V  ^"".WnvrnJ  10,000  lot- 

'   1"    iU   d,i;.>.      \„„    ,),,|,,..      ttr-luads  Nov    Ifi       Tf  ; 

""I   10,000  lettor-lK.,uls  Nov  Nov     oo     , '    '  .  '  """ 

k;      It   ■     i.  •    ■^"'   '""I   tlu're   arc   st  11 

•      ^;  .s   true   vou  .Lliverod  ,0.000  Mtcr-hends  to   be  d 

'^    -uel„pesNov.l4,buttl.e  Inored  to  us. 
''I'k  of  the  order  is  still  un- 
til li\crcd. 


M.  Dc^mpfkr  onin.-The  descriptive  order  is  oc- 
: "'•-'-""  '■"  !*"--«  KnKli.sh  ,;,.ra,..apl,,s     If  t 

."."cs  necessary  t„  j,.ive  a  ,„e„tal  picture  o    s,„„e  a 
t"  I-  tins  ean  frc,,„enlly  l,e  ,l„„e  l,v  jrivi,,^;  a  .e^l.nl 
:'"|;'<«'"-.  "f  it,  f..llo>ve.l  l,y  ,l,e  .no'st  nceestarv",    ,a 
'  "-■  <'.-'ler  ,„  which  they  .nisht  he  „hs.  rve,l.    The  M 
'""■".«■  I«raj;raph  will  i|l„,trate  this  ,„eth„d: 

'*'  '"  !'"■  "''■' '•  l'"'-«'-lf-  Hltl.'  m.,.,1  I,,.  s,u,l  l,v  «-.,v  „f  .„ 

::"'" '"'•  "'■'  •■■^'"I'k-"  i-  -II  k„„».„  ,„  „. ,  i:i"  '"■ 

;  :r:::„ifr"""  "■"'■'■^-  ■'^"' '-  -  -^  "-■'-"'" 

»<l.      II...  ,t„u.ro„„„_„„.„v  „f  wImVI,  „rc.  arr,,,,.,.,    „,  ;„,,, 
■  nve„,™ce.     ,„  „„  rf„,„„,  ,„„„„  „„  „„^^  ,  ^^  '      ' 

"«n.b„rg-A„,er,ca„  L.no).    ^  ,,,„  „,  „„  .,|,ip  ,|,„,i„g 


•.m\ 


lU'SIM.SS    CORUKSrONDKNC  i: 


I 


till'  localioii  of  ;hc  (lifrcntit  stiitcroouis  and  Miihs  anl  tli'-  i  \- 
(•(■llciit  ,'q>])()iiit!iU'Tit'^  of  the  stfaincr  for  u  criusi'  in  Hie  Mt-di- 
f(  rraiu'iin  Is  stiit  vou  lu  rcwitli. 

As  a  riiK',  liowcv cr,  tlic  rcfinircmcnts  of  Jiiisincss 
En(/lisli  make  lc>ii,<,4hy  (Icscriptivc  passa^^fs  iiiadvisaMc. 
rii()t()<^n-a])lis,  drawings,  or  otlur  i)i('tnres  take  their 
l)lacc.  If  descriptive  matter  is  <;iven  it  is  eoiideiised  as 
inueli  as  ])(  s  !e,  Fre(|iieiitly  it  contains  only  a  stah- 
nient  of  the  materials  used,  and  the  (piality  of  the  work- 
tnanshii).     The  following-  example  will  illustrate: 

Till'  c'r,<rravin<,'  of  (iaiiislmrouirli's  ^n:i\:  y)ortrait  of  I,.i(iv 
Hamilton  measures  just  ^  x  5  feet.  Wlien  framed  and  Iniiij,' 
in  tlie  parlor  it  will  add  many  dollars  in  decorative  value  to 
your  home.  T,ady  Hamilton  is  generally  admitted  to  b(  the 
most  beautiful  of  all  the  eourt  beauties  i)ainted  by  the  gnat 
master.  Certainly,  tiie  Hamilton  jjieture  is  Gainsborou;;i''.s 
greatest  masterwork  in  ])ortraiture,  and,  in  ronee])tion  .uiil 
execution,  ranks  with  the  greatest  of  Rembrandt  and  Titian. 
l'ossil)lv  \)u  have  never  seen  a  more  beautiful  portrait-picture 
nnd  I  nibt  whether  any  work  has  been  more  consummately 
ext  luted. 

.57.  Di'diicthr  o/v/cr.—  Narrative  and  descriptive  ma- 
terial is  usually  hut  a  small  part  of  Business  En^dish. 
Exposition  and  ar<iument  predominate,  for  it  is  "hy 
these  that  action  must  finally  he  secured.  The  ^ncit 
majority  of  paraoraphs,  therefore,  follow  one  of  the 
orders  that  are  most  useful  in  exposition.  The  nmst 
important  of  these  are  the  deductive,  the  inductive,  and 
the  climactic. 

The  deductive  order  works  from  the  jreneral  to  the 
!i*  .      Tf     f!-.4-cv  :•  .-rtiT^.:-r'i1  *v!!t]i  "Mi!  fiillnw;  this  ^vith 

a  concrete  illustration.     It  states  an  effect  and  then 


s    « - 

i      r 


Till:   I'ai{A(;hai>h 


.3.-37 


nientioiis    tlie   causes.      It   is   the  doniinatiii^r  niethod. 
'J'lic  f'ollowino- nill  illustrate: 

■I'll,  shr  . ,,-,■,■,,, h,  r  stuuls  ii.ansf  (lu  head  of  the  ..ffico.  He 
i-  llir  <onfi(l(iiti,il  man.  Hi.,  t ratiscnlur  of  the  srcixfs  of  the 
Imimii.ss.  '-I.ook  into  thai  aiul  rvvnvr  and  "What  do  you 
*'""'^  "f  ■  .  .  ■"  an.  .■v.Tvdi  y  remarks  iKtw.rn  husimss  men 
iiid  tlicir  NU'nii^n-a|)liiiN. 

■^  - '■■■'■'"'    ■'^'"  tli<-  lioi-I/nn  nf  speech  was  limited.     When 

will-  M  ndfather  «  ,s  a  yoiin-  man  his  voic.  could  b..  heard 
"H  a  stil!  duy  f-r  pcThaps  a  nn'le.  Kven  thoi.nh  he  used  a 
■      ikiuM.  trumpet   he    could   not   be  la  ard  so    far  as   he   could 

■■)S.  luduciivc  o/y/<7-.— The  iiuhietive  oi'ler  is  the  ex- 
•irt  ..pposite  (.f  the  deductive.  The  i)ara,t.raph  begins 
\Mth  concrete  and  specific  statements,  and  concludes 
\vitli  a  general  truth  drawn  from  them.  Or  it  begins 
^Mtli  causes  and  ends  with  effects.  Tt  is  the  suggesUve 
i-athod.    Following  are  examples: 

In  tlie  days  of  dose  competition  in  both  (juality  and  jirice,  it 
i>  iM.Hssary  to  colhct  jiromptly  in  ..rd.r  to  be  able  to  buy 
"II  material  in  lar^rc  quantities  at  cash  rices.  If  we  d,,  not 
'"li'et  promi)tIy  from  our  customers  and  our  competitors  do 
f'H'i  th.'irs,  we  shall  find  ourselves  at  a  disadvanta^rc  in  keej)- 
iii::.iown  the  cost  of  pr-uhiction  and  unable  to  compete  as  suc- 
<->fnllv  as  we  shoul.i.  This  will  react  to  the  disadvantage  of 
our  rn>tnmers  who  u  .1  be  1.  >s  able  to  compete  with  the  cus- 
t'liiii  rs  of  (Hir  competitors. 

'Ilie  chest<  T  am  makin^r  ,,re  fashioned  from  the  most  frag- 
r.ini  ..„d  pun-ent  \ivi\  (  edar  that  prcws.  'I'hese  Cedars  have 
'l"ii-  natural  home  ri^dit  here  in  our  own  Southern  Mountains, 
ami  ;renuine  Southern  l{ed  Cedar,  as  you  k.iow.  is  noisonons  to 
;iH>t!,s  and  oth.r  p.'sts  that  live  on  furs  and  woolen  garments. 
Ilu  V  >imply  can't  brea.the  tl--  strong  Cedarv  odor  and  live 


f  w^^Wl 


'  /> 


338 


BISINESS    (.'OKHKSPONnKNCE 


*JT 


In  fivir  shops  an'  imii  who  wofk  witli  wood  as  Koafs  did  witT; 
words.  Tlicy  take  thf  xasoiud  himhtr  from  the  y)ilf,  th(  v 
smootli  it  and  polish  it  and  -hape  it  and  it  in  it  nntil  it  r\- 
prosses  a  tl;on^ht.  .Mdi  «ho  lio  that  do  not  liiinv.  Tht'y  an 
not  niakinj,^  .a  Jiundrcd  tl:in^r>  at  once.  Iii''_v  ai'.  ni.'kin;^  one. 
'J'hat  i,  wliv  there  I-^  a  distinct  individuality  in  cai'h  H  rk'y  \- 
(iay  ]>i<'(t'. 

C()ni|)cirison  of  tlicsc  two  jjara^nipli  orders  will  sluiw 
that  the  (lediietive  has  the  greater  atteiition  value;  the 
inductive  is  the  iiiofc  conviiieiii;;'.  'I'he  former  is  usually 
preferahle  at  the  i)e^iiinin^"  of  letters.  'J'he  latter  is 
usually  preferahle  in  the  lat<:cr  part,  when  interest  has 
hecn  secured.  Xeither,  however,  should  he  used  to  tiic 
exclusion  of  tlie  other.  Ktrectiveness  is  greatest  when 
tltere  is  variety. 

.59.  Climactic  order. — The  order  of  climax  is  hy  far 
tlie  most  common  in  Business  Knglish.  The  facts  are 
]ilaced  in  the  order  of  their  importance — en(lin<ir  with 
the  most  important — so  as  to  secure  a  cumulative  effect. 
The  order  is  especially  valuahle  in  giving  a  summary  of 
the  advantages  (d'  anv  article  or  the  reasons  for  anv  act. 
Another  j)oint  in  favor  of  this  order  is  its  value  in  secur- 
ing emphasis,  as  will  he  shown  later. 

Example  of  the  climactic  order: 

The  Young  isn't  "just  another  safety."  It's  safe,  it's 
sinijilo,  it's  conipaet;  its  shape  is  the  shajie  you  are  nsod  to, 
its  blades  Imld  their  fine  caittiiifr  edp-s  l)eyond  what  you  have 
bt'cn  led  to  expect,  perhaps.  Hut  the  doniinatiuij  apj)eal  of  the 
Young  is  its  any-angle  feature-the  feature  that  gives  you— 
any  man,  the  old-tinur  or  the  Ix'ginner  that  slanting  >tr.:Ko 
which  is   absolutely  essential   for  a   j)erfect  shave. 


tP 


These  orders  are  hy  no  means  the  only  ones  that  arc 
useful  in  the  paragraph,  hut  they  are  the  most  import- 


Tin-:     I'AJ{.\(,|{AI'H  ;j;jc) 

•int.  The  fact  that  paragraphs  arc  so  -cncrallv  slu.rt 
n.ak-cs  It  nnncccssary  tc.  mention  other  arrangements  of 
tlic  sentences. 

<;0.  Constnivfuni  and  mninrfio,,  i„  fhr  paraqraph.^ 
It  IS  tucessaiy.  however,  ...  ^Wvc  some  thounht  to  the 
M'Hst.on  of  eonsin.etion  and  connection,  to  secure  c(,- 
I'-i-ncc  within  the  para^n-aph.  Tliis  is  the  more  tn.e 
I'n  ausc  the  desire  to  suy  mwcl,  in  few  words  often  re- 
fills m  wide  o-aps  between  the  ideas.  These  must  he 
'Midn-cd,  if  tlie  message  is  t.)  he  easily  .irrasi)e(l  hv  the 
n;!(ier. 

Keep  the  following  principles  in  mind  and  vou  will 
Ih-  hkely  to  secure  coherent  construction.  1)..  not 
Hianoe  the  subject  of  the  sentences.  If  the  ideas  are 
Minilar,  put  the  sentences  in  sin)ilar  form.  Do  not  he 
'it-aid  to  repeat  words.  Do  not  chancre  the  tenses  of 
yn„r  verhs.  Do  not  use  many  participles.  Notice  that 
tlu  paracrraph  just  written  exeniphfies  these  rules. 
Here  are  two  more  instances: 

IJii:  Hrn  stands  7  inches  tall,  sIckIcm-,  niasslvo,  handson.o.  11. 
nn:;s  stt.adily  for  Hvo  minutes  or  intermittently  for  ten.  lie's 
!'!'  i-in^r  to  read  and  pleasing  to  hear. 

i'nidenl  mm  are  now  ,ioin-  j„st  what  Bake:-  (i;,!  They 
'  n:v  husiness  insurance.  They  take  it  because  It  is  noi  an 
'M"nM.;  because  it  Is  a  ,)rotectIon;  because  it  is  a  substantial 
-i'l^Mnn  to  their  assets;  because  It  Is  just  so  much  money  to 
"^^  't'    m  case  of  dissohition  chirlng  the  life  of  partners.      " 

^  '.nnection  within  the  imra^rruph  is  muci,  the  same  as 
;;■"  ''ctween  in.lividual  paragraphs  of  the  messa-e. 
'I'  <nmmon  conjunctions,  "and"  and  "hut,"  are  the 
»;'^«Nt  hnks.     They  may  he  used,  however,  wb.n  tb. 


T 


i^  coimected  by  them 
adverbial    conjunct 


are  co-ordinate  or  contrasted. 


til 


ions      moreover, 


'how 


ever. 


:54( 


IM'SINKSS    ("OltKKSI'ONDKNtK 


"llierefore,"  "also."  and  the  phrases,  "on  the  other 
hajul,"  "of  course,"  and  the  hke  are  hettcr.  Better  still 
arc  demonstratives,  "this"  and  "that"  and  repetitions 
of  words.  The  writer  slionid  have  at  liis  coinnianti  all 
tlic  (hffcrent  varieties  anc'  elioose  the  <»nc  that  hest  suits 
hi,->  purpose. 
Kxainple: 

'rii;i(\  the  hiatily  of  tlic  (Jirani  (inar.  It  ^ivcs  you  tlio 
full  l)n(li((i  tropic  (jiialily  of  t'lc  iiativ'  Havana  t(,l)acc().  Hut 
this  is  fully  ^tasonrd.  iiirllow,  and  >wi  it  ;  a  ciirar  that  vou  c.ui 
cii/|oy  to  the  full  without  its  ^'■ittluL''  on  your  nerves.  Tiie  to- 
bacco i^  seaxiind  hy  the  natural  ('u')an  process;  not  "sweatid" 
artificially.  .\n(l  we  hleiid  it  hy  u  method  that  is  oiu"  own  di.s- 
covery.     'lluii's  no  otiu  i-  way  to  ^jroduce  such  u  cigar. 


iil 


w 


T)!.  Km j)h(i,sts  in  tl/c  ixtrdf/raj)]!.  Emphasis  depi-iids 
on  proportion  and  position.  I'roportioti  in  th?  Hiisincss 
Kno'lish  par.'ioniph  is  not  likely  to  he  tronhlesome,  ho- 
cause  of  the  hre\  ity  and  strict  unity  reipiired.  There  is 
no  likelihood  that  a  minor  idea  will  i)e  <4i\ en  more  space 
than  an  important  one.  Position  re(|uires  more  attiii- 
tion.  The  hcninnino-  and  end  of  the  paragraph  should 
lie  oecu|)ied  hy  sentences  that  contain  the  most  import- 
ant  ideas,  expressed  in  the  n'  ist  elVecti\e  words 

In  securinif  this  emphasis  cd'  position  the  climai'tic 
order  is  of  help.  This  nattnally  results  in  puttino-  the 
stron<;est  ar;^niment  at  the  close  of  the  para^n-a|)h.  It 
mav  result  in  a  rel.'iti\(Iv  weak  heoinnino,  hut  .he  ( tid 
is  the  more  im|»ort;mt  of  the  two  jxtsitions 

1 1  li;is  he<  n  I'ouihI  th;il  the  Lrrejilesi  emj)hasis  is  Ire- 
<pi(iitly  secured  hy  putting- a  \(iv  short  ser.tence  at  llic 
enil.  This  is  in  the  nature  either  of  a  sutnmarv  (d'  I'lc 
idias  just  preseided  or  cd'  n  conep*  te  iljustralioti  ttf 
them.     It  s!iik(  s  the  re.-ider  liki'  liie  snap  of  a  whip. 


fit 


THE    rAUACJRAPH 


yii 


The  Collowin^  will  illiistnitc  c'ni])lia.si.s; 


U'Ihii  tliis  wiitcli  Is  iicc'oiiipaiiiid  by  tlif  Kcw  CIiiss  A  C'er- 
tllicitcs  it  iiiciuis  that  the  Kt'W  ObstTvatorv  in  lOii^Luid  (tlio 
iiin>t  fuiiioiis  ill  all  tLo  world)  lias  .srii'ntificallv  tcsttd  and  tried 
tlii^  jiarticiilar  watcli  uiid  ^uaraiitcfd  it  as  of  iiiaxiiiiuiii  ac- 
cuiMcv.  Sucli  a  ci'i-tificatf  means  that  the  instniiiieni  is  more 
than  a  fine  watch;  tlii'  stars  in  their  courses  are  scarcely  more 
ii  pillar. 

Do  voiir  h.'iulinfr  costs  vary  at  diffen  nt  seasons  of  the 
Mar.'  Have  v  on  ^rot  it  down  in  black  and  white  for  evirv 
Mioiith  so  that  you  can  control  and  regulate  all  tluctuations ? 
Ai  ( ordiiifr  to  the  Cirainm  sy>teni,  the  cost  of  handling-  a  ton  of 
li  ly,  for  instance,  over  a  ^iven  route  mi^lit  l)<-  eiirht  cents  at 
imc  X  ason  of  the  year  and  only  three  at  anotlu'r.  Hut  tlie 
piiint  is--voii  will  know. 


kh 


ill  the  construction  of  ])!iraorra])hs,  then,  the  writer 
nt  Hiisiness  KnoHsh  sh.ould  renu-mher  that  attractive 
pnwir  is  only  ^i^ained  with  short  ])ara^ra|)hs,  hut  that 
Miiiirtiines  these  are  undesirahle  hecause  of  their  ahrupt- 
in  ss  or  their  lack  of  dignity.  He  should  deal  with  only 
"IK  main  idea  in  tlu'  message;  should  so  order  and  con- 
liiict  its  several  ];nrts  that  pro^i-ess  hetween  them  is 
I  :is\  fctr  the  reader:  and  should  sre  tliat  the  most  im- 
|'"it;nit  |)arts  are  jjlaced  wheri'  they  will  make  flu-  diep- 


.'liid  nios 


I  las! 


mo'  impression. 


it 

\. 
u 


lil 


CHAPTER  V 

THK    SKXTFACF. 

02,  Srn truer  ron.sfnirtioii  /;//  rcrisinti. —The  coii- 
striK'tion  of  i)ara<>Tiii)lis,  as  we  liavf  sitm.  is  a  matter  of 
})revisi()M:  the  eonstnietioii  of  seiitenees  is  a  matter  of 
revision.  The  writer  who  formiihites  his  sentences  in 
advance,  aeeorchnL--  to  (Kfinite  rules,  will  never  l)e  a 
<4reat  success  in  talkinsj;'  into  a  dictaphone.  Tie  may  het- 
ter  ohtani  the  force  and  freedom  neces>,arv  in  l^i:;iness 
Kn^Iish  l>y  adoi)tin<r  the  method  of  Charles  James  Fox. 
w'lo,  as  he  tells  us.  threw  himself  into  the  middle  of  a 
sentence  and  trusted  to  (Jod  to  get  him  out. 

For  ;dl  that,  there  are  certain  hahits  in  sentence  struc- 
ture that  should  he  cultivated.  There  are  certain  ])riii- 
cii)I<s  that  should  he  so  comijletcly  a  part  of  the  writer's 
mental  ((luipment  that  his  thoughts  will  naturally  ex- 
press themselves  in  accordance  with  them.  To  rcacl. 
this  desired  state,  he  will  iind  il  neccss-nv  to  read  over 
his  siiitcncts  after  they  are  written  and  revise  them 
(■;! re  fully. 

The  nccessilv  oi'  this  is  constant.  Kven  expericncdl 
writers  sunulinies  lind  lliat  their  sentences  show  <'itI;iiii 
hahitual  faults:  for  iu  lance,  the  fre(|uenl  use  of  I'm 
parlicijile  in  ihc  ahs«>hite  coiisl  imicI  ion,  or  the  split  in- 
'ii"''i\i'.  If  nolhuig  more.  Hk  re  is  often  ;i  laek  o|'  Ih  \i- 
I'lhty.  a  failure  to  make  use  of  all  Ihe  various  scnli  i.e. 
forms  that  ;h  e  ax.idahle.  'i'lie  wiiter  who  juis  not  m.i>- 
lend  till'  possil»ililie.s  of  the  ddlert  nt  senlence  forms  is 

;{ fj 


I 


TJtE    SENTENCE 


343 


;is  much  luimpercd  as  the  one  whose  vocabuhiry  contains 
(iiilv  .1  few  hundred  words. 

tI3,  Kljh'icni  sen  I  dices. — In  the  final  analysis,  it  is 
(III  th*'  effeetive?iess  of  the  individual  sentences  and 
\N(-rds  tiiat  the  inijjression  made  i)y  the  message  de- 
jjcnds.  iVll  inipr'/ssions  are  composite.  Clearness,  for 
(.\;unj)le,  is  not  wholly  a  matter  of  general  organization. 
It  demands  that  the  meaning  of  eaeii  sentence  shall  he 
instantaneously  and  unmistakahly  revealed  to  the 
reader.     A  single  obscure  piu-ase  clouds  the  whole  mes- 


Tiu  .,itn..tion  is  like  that  of  the  manufacturing  estah- 
li^ilnlent  seeking  ethciency.  Organization  of  the  dej)art- 
iiK  iits  and  system  in  tiie  work  are  essential,  liut  these 
tilings  are  of  no  avail  unless  the  individual  worker  fits 
iii-.  jol)  and  becomes  ])ersonally  etlieient.  So  in  Business 
KiigHsh,  the  jjroblem  is  to  make  the  smallest  units  etfi- 
eient. 

Sentences,  like  paragraphs,  nuist  be  suited  to  their 
|Mirj)ose.  It  is  unsafe  to  advise  the  extensive  use  of 
]M  ricdic  sentences,  of  balanced  sentences,  or  of  any 
•  itlicr  form.  There  are  dilferent  mijids  to  be  reached 
.ii'il  (hlferent  ideas  to  be  presented.  The  pr;ncii)les  to 
i"  n;v(  II  in  this  chapter,  therefore,  are  somev.hat  gen- 
(r;il.     Their  ap])licati(in  va'-ies  with  c-onditi(  ns. 

It  iiiiis*  be  remcml>ered  that  there  are  some  allowable 
M  iil(  luts  that  (h)  not  eonform  to  grammatical  rules. 
I  s.iU''  ha',  instilled  thein  and  made  them  an  imi>ortant 
|i.!it  i)\'  the  language.  These  idioms,  as  tluy  are  called, 
an  ev(  u  more  valuable  in  nusine>s  Knglisb  than  in  liter- 
ature. .Since  they  have  their  origin  in  our  daily  speech, 
they  have  a  nati\i'  vitality  that  is  l.iekiiig  in  m<ire  formal 
(lietio;.. 

Do  not  hesitali'  to  write     /  I'lul  nitlnr.  XolliiiKj  in 


t 

m 

' 

; 

i.j 

;J44 


iirsiNKss  ("()HRi:si'()M)i:.\{  i: 


,1 


I 


\i: 


better,  Von  can  do  it,  too.  Do  not  licsitate  to  use  an\' 
e\i)ressioii  that  has  heroine  estahhshed  in  the  hin^uaye. 
Usa^'e,  not  rules,  is  tlie  hasis  of  all  mediums  of  com- 
munication, hhoms  will  he  discussed  more  fully  in  the 
cha])ter  (ni  "XN'ords/'  The  matter  is  mentioned  lure  to 
exi)lain  some  apparent  violations  t.f  the  <^eneral  prin- 
cij)les  that  are  now  to  he  discussed. 

All  sentences,  with  the  exception  of  rec()<,nii'/.e(l 
i(h"oms,  should  he  constructed  in  accordance  with  the 
})rinciples  of  Tnity,  Coherence,  and  Emphasis.  All 
should  he  clear,  ^ramuiatically  correct,  and  as  interest- 
ing- as  ])ossil)le. 

(!4.  Lcn(/tli  of  scHteticcs. — \\'riters  fre(|uently  as' 
the  (]uestion,  'How  lonn-  should  my  sentence  he^"  '"'he 
answer  is  not  unlike  that  nivcn  hy  Lincoln  when  asked 
how  Ion*;-  a  man's  le^s  ou<,dit  to  he:  "r.on«4'  enou^di  to 
reach  the  «>Tound.'  A  sentence  should  fit  its  place. 
One  hundred  words  may  not  he  too  manv  in  one  ca^  ; 
ten  may  hi-  too  many  in  another.  TIk  purpose  to  he 
accomplished,  not  the  foot  rule,  is  the  standard  of 
measurement. 

It  may  he  of  help  to  know  that  the  sentences  uf  siicli 
clear  writers  as  Macaulay  and  Stevenson  averaue  ahniit 
twenty-five  woi'ds.  liincohrs  a\i-r.in('  fviii  less.  In 
liusiiiess  messages  the  a\»rau'e  should  not  hr  yrcati  r 
than  twcnt\-ti\<'  words  and  in  some  kinds  it  niay  Ik 
much  less.  .Sales  Utters,  as  a  rule.  ri(|iilic  slioi't  s(  ii- 
teiiees,  lit  raiisi  of  tin  ir  attention  v.aluc  and  their  eh  ar- 
iirss.  An-.\\(is  to  eomidaints  slioidd  haw  lonurr  oms. 
hecause  of  lli(  ii'  greater  smoothness. 

l-otin'.  nivohcd  sentt  Mfcs  are  to  he  avoidtd.  If  i'e:iil 
at  all.  thiy  ai-c  likeiy  *(.  fail  to  make  the  meaning- dear, 
and  ai(  almost  certain  to  lack  force.  Im|)oi-tanf  ideas 
are  hui-i((l,  tlie  reader   is  cMtifnsed,  aiMJ   the  impitssioii 


HE    SENTENCE 


created  is  one  of  ol)seurity.     The  following  actual  ex- 
;iiiil)le  is  only  one  of  a  type  that  is  too  numerous: 

I  .ifrrcc  with  you  partly  as  to  tlif  aiiioi.nt  of  iducation  I  get 
HI  \uur  offic-c  in  so  imich  that  it  is  practical  and  not  m.ntal, 
wl.  rcas  in  takiiicr  this  cour:  .•  I  have  a  cliancc  to  fr^t  more  of 
•lie  iiKiital  facts  of  vour  f;ranch  of  business,  whidi  of  course 
ui!l  li.Ip  me  very  iniicli  as  a  foiindatioii  for  the  practical  ex- 
I  '  nciK-e  that  I  jun  liavini^  everv  day  in  your  ciiiploy. 

Mere  lenr^th  is  not  necessarily  ohjectionahle.    But  it 

iiMially   hrinos  with   it  a   iiiiinher  of  serious   technical 

aiilts,  most  imj)ortant  of  which  is  lack  of  unity.     Ke- 

■••ardless  o\'  len<>th,  each  sentence  should  l)e  a  unit.     It 

>!inii!.l  contain  one  C(»m])lete  thought,  and  only  one. 

<».>.  Fra</mciil(ir//  ideas. — Desire  for  extreme  hrevity 
sometimes  leads  to  the  evil  hahit  of  writin^r  parts  of 
iilt  as  as  sentences.  Consider  the  followin*,':  "This  ma- 
chine is  durahle  and  suhstantial.  It  will  last  a  lifetime 
"f  use.  Contrary  to  the  ^rcneral  impression."  The  use 
nf  a  capital  at  the  l)e^innin^r  and  a  ])eriod  at  the  end 
'I'H  s  not  create  a  sentence,  luen  if  we  wrote,  "This  is 
'■ntrary  to  the  ucneral  impression,"  and  thus  <,nu'ned 
.i^iammatical  completeness,  we  should  not  have  a  unified 
-' lit.  ticc.  The  .\-ii  would  still  he  a  suhordinate  idea 
in  huioiiiii-  to  the  preceding-  sentence. 

'I'll''    iollowino-  examples   will    further  illustrate   this 
I'-int: 


li,i,J  /irtt.r 

■|'ii'      n<a\er    uill    take    any  Th.-     Mea\(i-    will    take    uriv 

■"'    I'M"'-      \\'hile  olJH  r,  are  -i/e  pa  per.  wlier.  as  nine  inelies 

'""■'"'  •"'  nine  In.  h.s.  is   fl'.'  iinnt   on  otli.rs. 

\    ,::r.at    d.al    of   statistleai  A    j,rr,at    deal    of   statistical 

I'll'orniation    has    he,  ti    colleet^  inforni.it  ion    has    h,  en    coll.ct- 

"'■     It  cost  .'JJIU.OOU  to  iret   it.  ed,  at   a  total  cost   oi' .xJU.OOO. 


ill 


lUG 


BUSINESS    CORRESPONDENCE 


\\y 


iH 


ElJ^ 


We  ^iKU-iintfo  jH-rfec't  satis-  If    you    art-    not    perfectly 

faction.     Or  refund  money.  satisfied,      wo      refund      your 


No  inai'liine  is  better.      He 


nionoy. 


cause  no 


hett 


er  can  De  made 


lO    machine    is 


hett 


er. 


1) 


Sales    that    are   made   hy   per- 
sonal .ipjieal  or  personal  con- 


causo  no  better  can  he  made. 
Sales   that    are   made  by   ])er- 
sonal  appeal  or  jiersoiial  con- 


tact,   in   90    per   c^nt    of    the  tact,    in    90    per    cent    of   the 

cases,  are  made  by  a  divided  oases,  are  made  hy   a  divided 

api)eal.       This    is    an    appeal  appeal ;  that  is,  an  appeal  that 

that   is  part  mental  and   part  is    partly    mental    and    j)artlv 

plivsical.  physical. 

When    a    clerk    sells    floods  When    a    clerk    sells    ^oods 

over  the  counter,  a  mental  an-  over  the  counter,  he  makes  a 

peal    is  made   by  a  sales    talk  mental  appeal  by  a  sales  talk, 

and  a  sales  talk  is  used  to  dl-  which  at  the  same  time  directs 

rect  the  mind  of  the  customer  the   mind   of  the   customer   to 

to  the  fToods  displayed.      The  the   jroods   displayed,   and  ttie 

^oods  making'  the  j)hysical  ap-  ^;oods   make   the  physical  ap- 

]»''il-  peal. 

In  some  of  these  cases,  it  will  lie  noted  that  the  (htli- 
eulty  is  ehiefiy  one  of  jjunctuation.  However,  the  hick 
of  p-aniniatieal  conipletenes.s  sinij)ly  shows  the  hiek  of 
unity  more  clearly. 

Some  /rood  writers  use  ])arts  of  sentences  occasionullv 
as  complete  sentences.  It  is  danuerous,  however.  I'ltr 
any  l)ut  the  e\|)ert  to  do  so.  Kven  the  hi^h  cost  of 
space  in  ad\  ei'tisini^-  does  not  excuse  some  of  the  dis- 
comiected  fraoincnts  of  ideas  that  arc  to  he  found  in 
copy.  C'ertaiidy  there  is  little  excuse  for  them  in  ht- 
tcrs.  Kach  sentence  shoidd  contain  the  whole  of  an 
idea. 

<i(>.  Tdo  inciii/  iinnJiilcd  !;Jc(is.  Much  more  comiiicn 
is  Ihe  |)racticc  of  oronjiino-  scviriil  umclated  ideas  in 
one   sentence.      I'\\v    writers    v.diild    lie   ^iiiltv  of  such 


THE    SENTENCE 


847 


atrocities  as  this:  "The  Inisiness  haronietcr  indicates 
hin-li  prices  on  all  woolen  "(jods  this  fall,  and  we  are 
(ift'erin^  a  full  line  of  specialties  that  will  appeal  to  the 
trade." 

In  dictatin^r  letters,  however,  one  is  likely  to  he  led 
from  one  idea  to  another,  until  he  lias  strun<if  together 
a  lar<re  nund)er  of  them.  Each  has  some  relationship 
to  the  next,  hut  the  last  is  far  from  the  first,  and  there 
is  no  common  i)ond  to  unite  the  whole. 

Example: 


Lacks  Unity 
Vov)  arc  not  tlie  only  nian- 
iifacturi'r    of   sliocs,   tlicrc   ari> 
a  nuiubcr  of  otlicrs  fngugud  in 


Unified 
You  are  not  the  only  manu- 
facturer of  shoes;  there  are  a 
nuiiilKr  of  others  engaged   in 


the  same  industry,  anil   all  of  tlie  same  industry,  and  all  of 

those  so  engaged  are  striving  tiiose  so  engaged  are  striving 

to    obtain    for    themselves    the  to    obtain    for    themselves    the 

largest  jirojjortion  possible  of  largist  proportion  possible  of 

tht     business    that    is    offered  the    business    tli.'t    is    offered. 

■  iiul     no     matter     how     well-  No  matter  liow  well  grounded 

L,n-ounded  you   may  be   in   the  you  may  be  in  the  fundamental 

tiiiidamental       principles       of  principles     of    manufacturing 

inimifacturing  and  selliiii;  and  and  selling  and  no  matter  how 

nu  matter   how   well  you   may  well   you   mav    realize   that    in 

rcili/e   that    in   order  to  do  n  order  to  do  a  prosperous  busi- 

|irns|ierous  business  vou  must  ness    you    musf     obtain    sonie- 

ohtaiii   somi  thing   in  excess  of  thing  in  excess  of  the  cost   of 

the   cost    ot    votir    goods     you  .\  our  goods,  you  are  no  longer 

•ire  no  longer  a   ♦'n.,.  agiiit   as  a    free  agent   as  you  wool  <   be 

ym  would  be  iin.li  r  inotiojioiy.  undi  r  monojdilv.     Vou  are  af- 

I'llt    affected     hy     t  h.      act>     ul  fected    by    the    acts    of    others, 

"fliers,  many  of  whom  are  ig-  many  of  whom  are  ignoratit  of 

ii'Taiit    of   111,,  first    priiicipi.s  H^    first  jjrinciples  of  business 

"I    l)Usiness,   and    are   gmplng  d    are  groping  in   thi'   dark 

111      the      dark      and      hoping  and  hoping  against  liojie  that 


{'1 


cl'- 


3^8 


BUSINESS  c()khi:sp()M)i:n('i: 


against    liopo    tlmt    tluv    iiiuy      they  may  conduct  tlicir  bu 


si- 


coiiduct    tliiir    h 


Tj 


hiisiiu'ss    at    a  ncss  at  a  profit.      iius  condi- 

])r«)tit,    and    tliis    condition    is  tioti    is    called    "competition," 

called  "coinpt  tition,"  the  stri-  the    strivin^r   of   two    or    more 

vinjf  of   two  or   more   persons  persons  for  the  same  thiiifc.    [| 

for  the  same   iliin^r,   and   it  is  is  a  condition  that  exists  not 

a    condition     that    exists    not  only   in    the  line   of   nianufac- 

only    m   the   line   of   manufac-  tiire    coverin^r    shoes,    but    in 

ture    coverin<r    shoes,    but     in  nearly  every  other  that  can  be 

nearly  every  other  that  can  be  mentioned, 
mentioned. 


]Jc'\vare  ol"  the  "irouse-tliat- Jack-built"  sentence. 
07.  Incorrect  grouping  of  idca,s.—-Thv  following  ex- 
ample is  more  complicated : 

We  force  the  friction  and  the  cover  into  the  fabric,  tliereby 
brin^rin^/  the  })lies  of  duck  closer.  In  >roin^  over  the  pulleys, 
tliis  reduces  t'.e  thickness  of  the  belt  and  thus  decreases  tiie 
strain  on  its  outer  surface.  It  also  lessens  the  tendency  of  the 
plies  to  separate  and  prolon^rs  the  life  of  the  belt. 


The  obscurity  here  is  :  le  only  ijartly  to  the  use  of 
technical  terms.  It  is  Uuc  more  to  the  fact  that  the 
ideas  are  not  properly  grouj)ed  in  sentences.  One  sen- 
tence s1h)u1(1  explain  the  construction  of  the  belt.  Tlic 
next  should  e-q)Iain  how  this  lessens  the  strain  on  tiu 
outside  surface.  The  third  should  exi)lain  the  other  ud- 
vaniagcs  of  the  construction  The  last  should  sum  up 
the  general  lesults. 

Kewritteji: 

liy  forcini^r  thi'  friction  and  the  cover  into  the  fabric  \m 
brin^r  the  plies  of  duck  closer  and  reduce  the  thickness  of  the 
\h  "  There  is  conseejuently  less  strain  on  the  fiuter  surface  "f 
the  belt   when  it  f,'oes  over  the  pulleys.      There  is  .also  less  likeli- 


THF.    SKNTEXCK 


liiV 


Iiood  that  tlu-  plies  may  separate.     These  two  savings  prolong 
the  life  of  the  belt. 

r>8.  "Com ma  fruilt."~Aunihvr  aj)i)aiTnt  violation  of 
unity,  wiiic'  is  in  iiuiny  cases  only  a  violation  of  coher- 
ciKT.  is  the  "c-oninia  fault."  This  is  espcrially  prevalent 
in  the  work  of  you!)^^  writers.  It  consists  in  writin^r  two 
unrelated,  independent  clanses  followino-  each  other 
with  only  a  comma  for  separation.  The  remedy  is  some- 
times to  write  these  clauses  as  two  distinct  sentences; 
sometimes  to  supply  a  proper  connective. 

Examples: 

77(r  Comma  Fault 
While   ill   my    fath(>r's   ottice 
r    hud    charge    of    the    collec- 
tions, this  gave  iiie  the  ability 
to  (leal  with  people. 


lieuTiffcn 
While    in   my   father's   otfice 
I    had    charge    of    th.e    collec- 
tions.    'J'his  gave  me  the  abili- 
ty to  deal  with  other  people. 
Or 
While  in  my  father's  office  I 
had  charge  of  the  collections, 
from  which  I  gained  the  abili- 
ty to  deal  with  ])e(,ple. 

Tn  revisin^r  sentences,  the  writer  shoiihi  always  look 
first  to  their  unity.  He  should  see  that  each  contains 
a  complete  idea,  and  only  one,  with  its  modifyinj,^  ideas. 
He  sh.ould  see  that  the  several  ideas  are  clearly  ^rj-ouped. 
If  he  does  this,  he  can  ^rovern  the  len^h  accordin<4-  to 
tlu  effect  he  Avishes  to  produce. 

<)I).  Incolurcncc. —  Incoherence  is  the  most  common 
'Milt  in  sentences.  It  residts  in  all  maimer  of  awk- 
\wirdness   and   often   in   obscurity  or  amhi^niity.      The 

• "'"»"  ca.uses  of  incoherence  are  ])oor  order,  poor  con- 

^iiiKtion,  and  poor  connection.  The  following  illus- 
' I  lies  all  three  causes: 


:J50 


RISINKSS    CORRKSPONDKNCK 


=!;/ 


Imohcnut  Coherent 
Admitted  tlijit  \sv  otilv  know  Altliouirh  w,.  know  tliinfrs 
thin^rs  l,y  ..xpt.ricrur,  vet  our  only  hy  cxixrii  ticc,  our  minds 
nnnds  m.tv  Ik  m)  trained  tliat  mav  Im^  so  trained  that  we  can 
w-  can  assimilate  and  analv/.e  more  readily  asMmilate  and 
facts  and  factors  which  w  analv/.'  the  facts  and  factor, 
come  in  daily  contact  with  so  with  whi.h  we  <'onf  into  dailv 
'ii'"li  •>"">.  readily,  and  ti:at  contact;  uid  this  trainin^r. 
coupled  with  the  [.racfi,,.,!  ex-  coupled  with  practical  expe- 
ls rieiice  in  y„ur  oflice  uill  rience  in  your  office,  will  make 
make  a  more  efficient  worker  us  more  ifficient  workers, 
than  cither  trainitu'  alone. 


m. 


%\ 


70.  Logical  o'Y/rr.— Order  in  the  sentence  demands 
that  modifiers  shoidd  he  ])laeed  as  near  as  possihle  to 
the  wonis  they  mochfy.  The  rule  is  trite,  hut  it  is  far 
from  hein^r  as  sim|)le  as  it  sounds.  Faihire  to  ohserve 
it  results  in  many  sentences  that  the  newspaper  funny- 
men deli^dit  to  (}uote.  Even  careful  writers  sometimes 
nod. 

Examples: 

Incoherent  Coherent 

Drop    the    little    tahlet    you  Drop  in  a  pint  of  water  the 

will  Hnd  enclosed  in  a  pint  of  little    lahlet   you  will   find   en- 
water. 


closed 


or 


The    little    tablet    you    will 

find     enclosed      s  h  o  u  I  d     he 

dropfx'd  in  a  ])in^  of  water. 

In  the  first  place,  we  ])lace  a  In  the  first  place,  w<'  put  ..ii 

rnhher      cov.r      of      suHici.'nt      th(     carryin^r    side    a     ruhh.  r 

quality  on  the  carryinLT  .id,,  to      co\er    of    sutfi.M.rit    (pialitv    to 

withstand    the    action    of    the      withstand    the    action    of"  the 

material  conveyed.  m.iterial  conveved. 


THE    SENTENCE 


851 


I 


One  pf  tlic  chief  (lifficiilties  is  the  correct  position  of 
.ulverhial  modifiers;  such  as,  "only,"  "also,"  "likewise." 
■iikI  the  like.  These  should  be  placed  next  the  words 
tlity  l()<4'ieally  iiiodify.  Correlatives,  such  as  "not  only" 
and  "hut  also"  should  occupy  corresponding  positions 
ill  each  clause. 

Examples: 

Incoherent  Coherent 

^'()ll   will   not   only   find  the  Vou    will    find    tlic    furnace 

tiiriiaco     fc-ononiicd      in      the  not     onlv    cconoinicil     in     tlio 

amount   of  coal  used  Imt  also  anKnuit  of  coal  used,  t)ut  also 

(,i>y  to  oj)i'rate.  easy  to  oj)erat('. 

Split  infinitives,  such  as  "to  really  know,"  should  he 
a\(ii(led,  uidess  the  avoidance  leads  to  awkwardness  or 
]u(lantry.  This  danger  is  so  rare  as  to  he  almost  negli- 
,iiil)le. 

71.  Vnncccssarii  chnngc  of  point  of  victc. — Poor  con- 
sfnietion  is  a  f're(|uent  cause  of  incoherence.  One  of  its 
(•(Uiimonest  forms  is  thr  unnecessary  change  of  suhject. 
Tlie  suhject  of  two  clauses  in  a  sentence  should  not  he 
{•lianged  unnecessarily.  The  voice  should  not  he 
clianged  from  active  to  passive  or  rice  versa,  nor  should 
the  mode  he  changed  unnecessarily. 

Jvxamples: 

Incoherent  Coherent 

Kulilxr   will    stand    a   great  Rubber   will    stand    a   great 

I'  Hunit  of  heat  and  the  cold-  amount    of  heat,  and    will   re 

' -I  \v(  uther  does  not  ini});ur  its  main    flexible    in    the    severest 

!l' \il)ility.  cold. 

We   t,ik(>  great   care   in  the  We   take  great  care   in  the 

'     iMif.icture    of    every    })art,  manufacture     of    every     part 

'  i  'igid  inspections  are  made  and  make  rigid  inspections  at 

''>   us  ;it  every  stage.  every  stage. 


MICROCOPY    RESOLUTION    TEST    CHART 

-Njl  unu   iiO   lEbl   LHART   No    2' 


1.0 


I.I 


i;^  1 2.8 


|jj|Z5 
[2.2 

zo 

1.8 


1.25 


1.4 


1.6 


^      APPLIED  INA^GE     Inc 


r-i 


.'J  52 


nrSINKSS    CORRKSrONDKNCK 


.:  Hi 


Wv   solicit    your  orciiT   .-irid  We   solicit   yo  ir   order   and 

your  [);itron(igo  will  hv  ajipro-  sliaii  appreciate  your  patron- 

ciated.  u'fe. 

Cut  the  two  ends  in  st'ps  so  Cut  the  two  ends  in  steps  so 

that    lliey   will   (it   exact'/,  and  \h  .:    they  will   (it  exactly,  and 

then   they  slu.uld   he  ctnu  iited  then  cement  them  together, 
together. 

72.  ParaUcI  ('oiistrn('tion.-'\y]\vn  two  ideas  in  a  sen- 
tence are  similar,  or  liave  a  similar  relation  to  the  main 
tliou<rlit.  they  should,  if  j)ossil)le.  he  e\i)ressed  in  the 
same  <,n-ammatieal  form.  If  one  is  a  dej)endent  elanse 
introdn-'cd  hy  a  relative  i)ronoiin.  the  other  shonld  he; 
if  one  is  an  infinitive,  the  other  shonld  he;  if  one  is  a 
iionn,  introdiieed  hy  a  preposition,  the  other  shonld  he; 
and  so  on.  There  are  innnmerahle  eases  where  coher- 
ence can  he  secured  hy  the  use  of  the  parallel  construc- 
tion. 

K.\amj)les: 

Thus   our   facilities   are   the  Thus   our   facilities  are   the 

best  ff)r  turning  out  the  prod-      best  ff)r  turning  out  the  |)ro(l 
ii.'t    at    the   mlnlnnnn   cost    and      uct    at    the   nu'nimum   lOst    and 
also    to    assure   prcjmpt    diliv-      for     assuring     j)rompt     ddiv- 
t'lies.  tries. 

or 
'I'hus    our    facilities  arc   tin 
l)est   for  turning  out  the  prod 
uct   at    the   mininnnn   i'o>t   and 
with     Ihe     inaxiniuin     prompt- 
ries.s. 

Knowing    thai     \ ou     jire    )i 
mm    of    practical    t  \pt  licnce. 


Knowinif  you    to  lie   ji   man 
of      practical      liu^ill"  >is      exi)e 
rienci'    urid    thai    \oii    arc    aKo      a 


nd    that    \-oii    arc    also    intr 


nitcrcstcd  in  high,  r  eduiation.      «  ^t((|    in    higher    (ducatioM.    I 
X  yv,\ux  Ti>  .4>.K    \tMi    ill   wiiu-  n      w.iTiT     id    ask    \(n\    to    unit     a 


TIIK    SIA'I'r.NCi: 


')■) 


i 


sJinrt  articl 


o  nn  sf 


sniiic  phase  of      s'lorf  .'irUdo  nn  some  jilmso  of 
liiisincss  trainin<r.  hiisiiuss  trairiuiir. 


73.  lialauccd  si'utincc.~A  partinihirly  valnaMe  type 
ef  tlif  parallel  eoiistnietion  is  the  halaneed  sentenee."  Jt 
is  divided  into  tv.o  })arls  that  are  praetieally  c(|iial  in 
Icnnth  and  iinporlaiiee.  FrecjiRiitly  Ijic  parallelism  is 
sn  close  that  the  two  parts  didVr  in  only  a  I'ew  words. 
"To  err  is  Ininian:  to  fornive,  di\inc;'  is  a  elassie  e\- 
;iniple.  One  lias  only  t..  look  at  advertisements  to  real- 
ize how  |'re(|Mently  this  lorm  is  used  In  Husiness  Knylish. 
it  IS  ))artienlarly  \aliiahle  for  "slooans,"  hee:'.use  its 
ili.\  thm  makes  it  easy  to  rememher. 

Examples: 

"No  tin-,'    iiixc  tlic  iircsciil  ;  ,hi  prr^,  nf   hi,,,  flic  finu'." 
"Wr  uoiii.l   iiiak,-  th.ni   h.  tt.r,   hut    \vr  ean'l  ;  wv  <'ouM  make 
till  III  cluaiicr,  l)ii!   «,    «  DiTt." 

"Voii  may   p.iy  nion.  l)iit  yon  can't   iiiiv  iikii-c." 

"U'c  i-niiliin't   iiii|M()\c  tile  p(n\(|,  !•:  m)  \\v  im|iro\((i  tlic  Iinx." 

7t.  Misrchtlcd  jironnm/s.  Poor  I'onneetion  causes 
intnheretiee  in  the  sentenee  less  often  than  in  the  para- 
Liiaph.  rre<|iiently  it  eomes  from  the  use  of  pronouns 
wilhout  an  expressed  antecedent. 

l'-\aniple: 

Innilnrcif  (Oh,  t,  tit 

"'"'    I'l-ircs    air    Icw.r    tlian  Oiir    pnco    air    lowi  r    tiian 

■'">■      otiurs      coiisldciiii^      iK  any     olhri>,     cin-id.  imiim-     |h.. 

'"-'•  <!'i'ility.  hln-h  ,,,iality  ,,f  !hr  pr-Mhid. 

7.5.  Misnhilal  ixnliviplis.  Misrilat.d  p.irlieiples 
:ii.  anions-  the  most  common  of  stiitcnec  faults,  and 
they  are  especially  liki'ly  to  result  in  amhiuiii|\  if  not 
iii'surdity.      Tarticiplcs  should    modilv    some    noun   in- 

IV-i3 


■ft! 


"if 


i 


4 


:.!■ 


354 


IMSINESS    COHRMSrONDIvNCi: 


sii]).sta!itivc  in  the  sentence:    not  some  iin])lie(l  but  un- 
expressed word.     Tliey  must  niodit'y  the  suhjec"  unless 
the  j)<)siti(jn  elearly  iiuheates  some  other  word.     l"'aihn-e 
to  observe  this  rule  leads  to  all  sorts  of  monstrosities. 
Examples: 


Iiicdiicri  nf 
Doiriiij^  to  !i(!p  tlic  dealer, 
a(!\(rti,senients    have    l)eeti    in-      ^^<'     lia\c     inseiied     adscrti.x 
.seiicd  in  local  newspapers. 


('(ihrrrtif 
\)vs\\\\\<r  to  help   the  dealer. 


l)i\ided     uj)     into    sections. 


inents  m  local   niwspapers. 

Since  the  l.wiok  is  divided  iij) 
you  can  (piickly  turn  to  ativ  into  sections  vou  can  (juicklv 
subject  that  you  are  j)articu-  turn  to  any  sul)|ect  in  which 
larly  interested  in.  vou     are     particidarlv     inter- 

«'sted. 


Less  productive  of  absurdities  but  rre(|uentlv  harm- 
ful is  the  participle  used  in  the  absolute  construction. 
It  smacks  of  schoolboy  days  and  the  Latin  grammar. 
It  is  inconsistent  with  idiomatic  Ln.olish.  "W'e  are  sell- 
ing,'' our  overcoats  at  half  priee,  the  season  i)einn'  late," 
may  be  coi-rcct  orammatically.  but  it  certainlv  is  ncit 
coherent.  It  does  not  express  the  true  relation  between 
the  two  ideas.  Nine  times  out  of  ten,  the  absolute  par- 
ticiple should  be  a  definite  verb  introduced  by  a  con- 
junction, hi  tile  tenth  case  the  sentence  may  be  en- 
tiri'lv  I'-'cast. 


Isxamph's: 


liiC'ihi  iiiif 
There  lieiiij^  (Uil\    a    lew  sots 
left.    \\i    are    clo^ini,''    tlieni   out 
at  a  bier  sdcrificc. 

y\y    faihir    lla\ill^,'    died,    f 
came  f  (.  till   (it  V. 


( 'oh(  rnif 
As  thi  re  are  onl\   a  few  sc  t< 

htt.  we  are  elo-MlLJ  them  out   .1* 

a  1)11^  saciificf. 

After  my  father  diid  I  came 
to  I  iie  city. 


TiiK  si:nti:nce 


■)■) 


The  greatest  caro  is   lakoi 


'J 

•f( 


o  in  SI  ire   afrninst   anv   ini- 


to  irisuro  a<,'ainst  any  iiiiiicr-  [)crf(rtions,  a  specialist 
f.rtions,  ,.ach  process  bcin^r  watclics  cad.  prr.ccss  with  the 
Hat  died  by  a  spociahst.  greatest  care. 


■A 


It  may  l)c  set  down  that  the  participle  is  an  inii)()rtant 
fnrni  of  the  verh,  hiit  it  should  he  viewed  with  respeet. 
It  is  likely  to  resent  undue  liherties.  Even  as  a  noun 
!  the  -^--erund)  it  is  to  he  used  earef'ully. 

7<!.  Fault//  co-ordination  and  .snhordination.~Va\iUv 
(c-<Tdination  and  faulty  suhonlination  are  cominoli 
tnrtns  of  incoherenee.  TJiey  result  sometimes  from  fail- 
mv  to  think  lo^rically:  sometimes  from  poverty  of  vo- 
calnilary.  Some  writers  apparently  know  only  two  con- 
jiirictions:  "and"  and  "hut."  They  constantly  use 
tlirse  to  link  to^a-ther  ideas  that  are  far  from  ecjuality. 
It  is  wise  to  look  over  all  co-ordinate  sentences  to  see  if 
<'iM  idea  should  not  he  linked  to  the  other  hy  a  causal 
or  temi)oral  or  conditional  connection. 

M.\am])les: 

It'cotirrnit  Colwrcttt 

'I'lu    weather  has  been   very  Since  the  weatlur  has  been 

r.iiny  and  our  stock  of  nil)ber  very   rainy   our   stock  of  nib- 

f;<..Mls  is  n.  arly  cNJiaust.  d.  b(  r  goods  is  nearly  exhausted. 

\<m   ]m\    us   nndi  r  a   gnat  As  we  are  jait  uiider  a  groat 

deal   of   incoiiveruc  nc.    liy    tint  deal  of  inconveiu'<  iice  bv   vour 

keeping   your    agre. mrnt    and  fiihire    to    keep    \,Mir    agrro- 

«'    ask  you   to  make  a   Njuci  il  inrnt,     w.      nnist     ask     you     to 

•Unit    to    ni,,t    the    next    pay  make   a    sp.  rial   efl'oi  t    to  meet 

""'"*•  the    n.At     |K,yment. 

It  IS  necessary  lo  tak(  care  that  tli«  riiosi  important 
of  several  related  i.lias  shall  he  pl.icrd  in  the  n.(|..n...w|- 
fiit  clause,  and  that  the  eoiinrclive  it  looieallv  t'.ikes  shall 


ft 


■'1 


■si 

i 


-Jt\ 


I 


850 


lUSINKSS    COKIil^SI'ONDKNCE 


8?' 


li 


l)c  placed  with  it.  ^'Wheii"  is  the  chief  .stnni])h'ri(T  hloek; 
it  is  often  used  as  a  synotiyiii  for  "Ihen"'  or  "where- 
upon. ' 

Examples: 

fnrohrrrrif  Coherent 

'I'lic    stock    was    !)()(), ti (I   up  When  the  stock  was  boosted 

to   '.)'.).  wlicii   cviryl)ocly   bc^ati  up  fo  \Y).  vwryhody  hc-^aii   to 

to  .sell.  mH. 

or 

'V\\v  stock  was  boosted  (i|)  to 
J);};  will  rcnjioii  cvcrvhody  hc- 
^an  to  sell. 

"While""  is  an  inexact  substitute  for  "a.lthou^li,""  or 
"whereas.""  It  is  Iiest  to  use  ■while""  only  in  cases  iii- 
\ol\  ino-  the  time  element. 

Kxam])les: 

fiicolurtiir  Colnriut 

While   I    have  bad  no  cxpc-  Altliou^di  I  bave  bad  no  ex- 

rieiice  ill  tbc  work,  I  bave  bad  p(  lieiice    in    tbe    work,   I    bavc 

fjood  preparation  for  it.  had  "rood  preparation  for  it. 

77-  lircvihi  (IS  (I  nicfins  of  cm pliasi.s.  lMii])hasis  is  a 
matter  of  nroj;ortion  and  jx^ition.  The  important  ideas 
should  he  oi\en  the  ortalesl  amount  of  space  and  the 
most  j'romineid  positions. 

In  tlu'  sentence,  j)roport)on  is  a  simple  matter,  l^'acii 
sentence  should  hi'  as  short  as  is  con^istctd  with  coiii- 
pietcncss.  It  should  hi'  hniied  down  lo  the  essenlials. 
Till-  dnes  (Kit  always  mean  terseness  of  expression. 
Sometimes  the  pin'posc  (d'  the  mcssao'e  demands  full- 
ness, oraee.  delicacy;  the  hare  skeleton  of  the  thou^lil 
^^d|   iiot   siillii'i'. 

Ordinarily,   howe\er,    [)roi)ortion   demands   that   two 


Tin:    SFATIACE 


:i.u 


uonls  sliall  not  be  used  where  only  ojie  is  necessary.  It 
demands  ilial  there  shall  he  iki  eireniidoeiition,  no  tau- 
Inlony,  no  useless  repetitions.  There  are  eertain  faults 
in  these  partieulars  that  are  extremely  eominon.     "In 

n'L>ard  to 1  would  say,"  is  a  f'avoi-ite  ol'  many 

uiiters,  and  is  nearly  always  I'atal  to  emphasis. 
J'jxamples: 


Emphatic 
The  ^rumiiu'd   hibils   can  be 


IJucmpluitic 
As  to  the  ^uiniiud  labels,  I 
wish  to  state  that  same  can  be      boii^rht  at  any  stationer's. 

pnichased  at   any  stationer's. 
Tliis  arrangement  is  a  very 
cMiiMiiiciit  one. 


Tin's    arranf-enient    is    con- 
venient. 


^4. 


Sometimes  an  idea  that  deserves  eniphasis  is  l)uried  in 
a  lnn,o>  sentenec.  It  should  he  taken  out  and  i)laeed  in 
a  sdiltiice  hy  itself.  This  sentence  sliould  he  sliort.  It 
IS  a  favorite  device  of  newspa])er  writers  to  ])ut  at  the 
iiid  of  a  paraoraj)Ji  a  .sentence  of  two  or  three  words, 
esiKcially   if   it  contains   a  contrastino-  or  unexpected 

liiea. 

The  followino-  will  show  how  this  method  secures  eni- 

]>liasis: 


Viu-inphdtic 
.\il\(  rli-.in!4-  i"^  salesmanslilp 
"II    |>i|i'r    as    we    |ia\c    licanl 
fiiiiii  iii,iii\    sotiie'^s  In   tlif  last 


E'lipJuitic 
Advert  i>in<r,      as     we     liave 
111  a  1(1    ffoiii    many    sourees    in 
llie    past     IVw    vrars,    is    sales- 


IV  w 


it  s  siiiiii  I  liiim'  more. 


Vraivs.    and    il\    1 1  iie,    but       niaiisliij)    on    jjapcr.      IJut    if'.s 


somi't  hiiio-  iiioi'e. 


"iX.   Iic/ntilion  and  sns/xnsc.      I  f  the  ])raetlee  of  hoil- 

itiL!'  down  sentences  to  the  isseiitials  is  followed   in   the 

..'      'i       -11.1         I  ••■. 

•  iMiiii.  ii   \\\\\  Tiieii  iniiiiiie  possiiiic  io  ;4i\e  an  im|)orianl 

sentence  emphasis  hy  some  (d'  the  very  means  that  are 


iir.H 


BrSINESS    COKKl.SPONDENCE 


}  I 


usually  liarnif'ul.    HcjK'titiou,  in  its  place,  is  a  means  of 
enipliasis.     So,  too,  soiiictiiiies,  is  a  c'orii])ai'ativclv  im- 
cssciitial  modifier  that   produces  the  eft'ect  of  siis[)eiise 
and  lets  the  last  words  I'all  like  a  thiinderholt. 
Kxamples: 

Vncmphntic  Emphatic 

The   suit   is   (lift'eront    from  The   suit    is   diffVrt'ut   from 

those  you  sec  every  day ;  not  those  you  see  every  day.  not 
because  of  odd  material  or  diffei-eiit  he<'ause  of  odd  ma- 
freakish  desi<)'ii,  hut  beeause  of  terial  or  treaklsii  desi<rn:  hut 
unusually  ])erfiet  fit  and  su-  ditfereid  because  of  unusuallv 
l)e:-ior  workmanship.  ])erfect    (it-    different    because 

of  superior  workm.inshij). 

Remember  that  the  Peerless  Hememl)er  that  of  all  safety 

is    the    simplest,    the   most    ef-      razors,  the  I'eerless  is  the  siiii- 

fieii'iit    and    tlie    lowest    ])rice(l      i)lest ;   that    it    is   the  most  ef- 

safety  razor  on  the  market.  ticient :    and   that,  in  addition 

to    these    uTL'at    points    of    su- 

])eriority.     it     is     the     lowest 

])riced. 


70.  Position  as  a  means  of  emphasis. — I'osition  is  tlie 
more  imjx.rtant  factor  in  sentence-em])hasis.  The  im- 
portant words  should  he  phiced,  if  j)ossihIf.  at  the  henin- 
tiiiin'  and  end.  This  is  sometimes  ditlicult.  hecausc  of 
the  necessity  of  cxjjresscd  eoniicet  Ivts  to  show  the  rela- 
tion of  the  sentrnee  to  the  uwv  i)r(cc<lin,i''.  So  far  as 
])ossil)lt',  howtvrr.  tlu'  couficct ivis  sliotild  hv  |)laee(l 
within  the  sentence. 

The  same  principle  appli(s.  even  moic  universally, 
to  the  i)laein<i'  of  the  paniithetical  modifiers.  Since 
these  could   he  omitted    without    ( lest  roving-  the  sense, 


til,..- 


,»  ,1.,.,. 


'iM.      -.1         i:  ., 

i  i K"  I  ( I ie  a p in ic* 


particularly  to  the  more  common  parentheses,  like,  "of 


THE    SKNTKNCK 


:{-)!) 


course,"  "as  a  rule,"  "doubtless."  "in  numy  cases,"  etc. 
Karelv  sliould  these  come  at  the  heu'iiiuiim-  or  end. 
Kxaiuples: 


Vncmphatic 
Of  foursi'  its  pric'i'  is  slight- 
ly hijrht'r,  but  the  adchtl  dura- 
bility will  niakf  it  tnu  ohi'iip- 
tst,  in  tlu'  long  run. 


Km  ph  a  tic 
Its     ])ricf     is.      of     course, 
slightly  higher,  hut  in  the  long 
run   the  ;ulded  dur;il)ility    will 
make  it  the  cheapest. 


In  addition  to  these  parenthetical  exj)ressions  there 
are  many  weak  words  that  should  not  he  placed  at  the 
ind.  Negative  itleas  and  exceptions  usually  should  not 
he  placed  there.  Sometimes  a  wholly  wron»'  impression 
is  made  by  givin<r  these  ideas  prominence.  Place  at  the 
( tid.  if  ])ossihle,  the  W(jrd  that  you  want  to  leave  echo- 
mo'  in  tile  reader's  mind. 

Kxami)ie: 

I  "minph  a  tic  Evipli  atic 

l^ndouhtedly  you   iire  beset  Undoubtedly   vou   are  beset 

on  so  many  sides  by  so  many  on  so  many  sides  by  so  manv 

(iitf'erent     ])ro|)ositi()ns,     sonu'  ditl'erent     propositions,     some 

good,  >ome  bad,  l)ut   most   all  good,   some   bad,   but   most   of 

•  if  tli(  in  indiH'erent,  tiiat  it   is  them  inditt'erent,  tiiat  it  is  sort 

-lilt  of  hard   to  maki'  a  choice  of  iiard  to  make  a  clioice  or  to 

'ir    to     kii:)W     which     one    wdl  know   which   one   will    prove   to 

|iio\e  to  i)e  a  payer  and  which  be  a   hw,  r  and  which  a  pa\-er. 
I  loser. 

(Xote.-  It  woidd  i)e  e\  en  liettei'  lo  leave  out  the  suf^- 
li'estion  of  loser.) 


I? 


m 


ill 


41 


One  of  the  eonvetiieul  rules  niemori/ed  hv  most 
■^i JiooiiM )\  >i  i>  iiini  a  pre|M».sili()ii  is  a  had  \\(uu  io  emi  a 
bentenee   with.      The   rule   furnishes   its  o'vn   example. 


nil 

'% 
■If 


,'JfiO 


BT^SINESS    CORUKSPOXDrACi: 


Like  most  rults  of  this  kind  it  is  only  half  true.  The 
l)rejK)si{ion  is  not  usually  a  won!  that  deserves  empha- 
sis. There  are  oceasioiis,  however,  when  the  avoidanee 
of  a  prepositional  endin^r  results  in  awkwardness  that 
destroys  the  native  force  of  an  idea.  i\s  a  rule,  avoid 
endin<4-  with  a  preposition,  but  do  not  do  so  if  this  avoid- 
anee results  in  pedantry. 
Example: 


PidantL 
A  sic    tlioso   with    wli 


Better 


(1    wlioiii    you  Ask  tliosv'  you  coiue  iti  con- 

coiiK'  in  font.ut.  t.ut  with. 


Inversions  of  order  also  tend  to  ])roduce  em])hasis. 
These  should  not  he  used,  if  they  ])ro(luee  awkwardness 
or  appear  palpably  artifieial,  hut  freipiently  they  make 
for  increased  streniith. 


pjxamples: 

Vncmphdtic 
The  keynote   of   the   liowles 
I)iaiio    is   "Tone    lirsl  ;   beauty 
afterwards." 

'I'here  are  no  wtak  h'nks  in 
Ilaniilton  chains.  * 

If  vou  are  not  perl'icllv  sat, 
isfi((l.  v(Mn  \  ..IK  V  will  come 
hack. 


Kviphatic 
'"Tone    first;    beauty    after- 
ward,''  is    the    keynote  of  the 
Howies  piano. 

In  Hamilton  cliains  there 
are  no  weak  links. 

Hack  will  comt'  your  money 
if  vou  are  not  perfectly  .satis- 
fied. 


HO.  Pcritidic  .stiilciircs.  -Move  fre<piently  useful  than 
inversions  is  the  pciiodie  sentence.  A  senlenee  that  is 
complete  neither  in  thought  nor  in  oranimar  until  the 
last    word    IS   i"(';h'1h'(I     i^;     iti'ri<wli/>       'riw.   ..,...^,,.w.,.    ;...^ 

^'iven  is  an  artificial  illustration  of  the  thiny  it  defines. 


TIIK    SEXTFATE 


JCl 


The  periodic  form  should  not  appear  forced  or  it  will 
nut  he  effective.     It  should  not  l)e  too  1 


(iV 


it  will  not  he  clear.     The  I'oih 


had 


])crio(iic  scMtcnce  and  also  the  weakness  of 


ono-  and  involved 
)uin^-  example  shows 


a 


participial  subject. 
'Knowinfi-  that 


you  are  a  man  of  practical  business 


exi)erience,  and  that  you  are  wiilino^  t,,  look  with  f 
upon  the  efforts  of  vour  clerks  wli 


Ivor 


tl 


len  tliesc  are  appii 


ed 


tnr  your  best  interests,  j)rompts  me    to    ai 


iswer  vour 


letter, 


n 


The  ])eriodic  sentence  is,  in  general,  1 
Ktmlish  th 


ess  useful   i 


n 


iiMiiess  Knglish  than  in  literature.  It  is  slif^htly  arti- 
ticial.  Our  conversation  is  composed  chiefly  of  loose 
sentences,  and  Business  Kn<jlisli  should  be  conversa- 
tional. If  clearness  and  simplicity  are  not  sacrificed, 
however,  tile  ])eri()dic  sentence  is  a  desirable  means  of 
seeurin^r  emphasis.  The  short  periodic  sentence  is 
nearly  always  useful. 

Fi\am})les: 


CiumpJuitic 


Emphatic 


This    t\])f    i.-,    coiiiIn<r    into  Brcuuse  of  the  \\\^\\  (juallty 

Kuicral  use  iH'f.iusL'  of  its  hijrli  of  tliis  typc',  it  is  coming  into 

'lH'hty.  general  use. 

^  nil    will    i-ejip    tlx'    benefits  After    our    big    advertising 

altrr  onr  l)ig  advertising  cam-  catnpalgn    begins    next    niontli 

I'liiin  iugins  next  i.ionlb.  you  will  reap  the  l)enetits. 

^1.  ClniKLV.-  Climax  is  an  important  device  for  j^ain- 
ni-cmphasis.  but  should  be  employed  si)arin«»ly.  it  is 
MUiilar  to  climax  in  the  paraumph,  cxcejjt  that  instead 
"I  -in  ascendino-  series  of  sentences  mc  have  an  ascend- 
ing siries  oC  words,  phrases,  or  clauses.  The  most  ef- 
'i^liu-  eiimax  is  composed  of  tiiree  imits.  'i'jic  .dst  of 
the  series  should  be  the  most  important. 


r/T'^ 


.*}(; 


lUSINKSS  c(»uhkspu\di:nce 


^'M. 


Examples: 

('mn/phiific 
It  would  l)c  an  aliiuist  Im- 
{)()ssil)lc  task  and  ccrtalnlv  te- 
dious and  disi'ourai^ini;-  for 
one  man  to  visit  and  talk  with 
ii  comparatively  small  number 
of  distant   persons. 


F.iii}ili(tt'ii' 
I'or  one  man  to  visit  and 
t.ilk  with  a  comparativelv 
small  mimber  of  distant  per- 
sons would  be  a  tedious,  di,- 
couraniniP  and  almost  imp()^- 
.sible  task. 


(The  above  example  illustrates  periodic  form  as  wi'll  as 
dinitix.  ) 

I '  III- m  ph. 'I  tic  KtnpJiatic 

Your      humanity      demands  Your  library  demands  him: 

him:  your  patriotism  demands  your  patriotism  demands  him; 

him:     your     library     demands  your   humanity  demands   him, 
him. 

The  f()re^-()iii<r  suooestiotis  cover  by  no  means  all  tin 
faults  and  weaknesses  to  i)e  t'oiind  in  sentences.  Tlicv 
do  touch  upon  th.e  most  essential,  however,  and  tlii' 
writer  who  masters  the  hasic  i)rinciples  of  I 'uity.  Coher- 
ence and  Kmi)hasis  will  need  no  others.  If  he  takes 
care  that  eacji  sentence  has  hut  one  complete  thouojit. 
that  it  is  so  ordei'cd,  constructed  and  connected  as  to 
make  that  thouoht  clear,  and  that  its  important  parts 
are  ^iven  the  ])roportion  and  position  they  deserve,  lie 
will  jiave  no  cause  to  woi'rv. 

It  nmst  a,t>ain  he  repeated  that  the  writer  should  not 
he  too  iideiit  upon  rules  when  he  is  writiu*^'  the  stii- 
tenccs.  The  sentences  should  come  naturally  from  liis 
mind  as  thoughts.  Revision  afterwards  may  helj).  Tlu 
I'hieJ"  value  of  revision,  however,  is  in  tixino-  the  priiui- 
plcs  in  his  mind,  so  that  the  next  time  he  writes  his 
thoui»hts  will  he  more  likely  to  come  forth  as  unified, 
rwiieieiii,  anii  cnipiiaiiC  ■sLiittiiCca — cueii  bUiLcii  lu  nS 
place. 


II 


CHAPTER  VI 

WORDS 

82.  Gt)U(]  Ihiiikiiu/  tlw  ha.sis  of  (food  diction. — Words 
lire  the  smallest  units  ot'  coiMjxisitiou;  yet  in  them  lies 
tile  chief  difference  hetween  a  dull,  insipid  communica- 
tion and  a  vital  appeal.  In  them  we  find  the  chief  dif- 
iVrences  beSvecn  two  styles.  They  are  the  basis  of 
style.  For  this  reason  the  writer  of  business  messages 
should  take  unceasino-  pains  in  selecting  words  that  will 
comey  his  thought. 

There  is  a  too  general  idea  that  style  is  se])arab)e 
from  thought;  that  our  ideas  come  to  us  and  then  we 
ihcss  them  up  in  a])propriate  language.  This  is  an 
1 1 1'or.  Words  are  ideas;  to  the  writer  ideas  come  in  the 
t'lirni  of  words.  For  the  ])ainter  ideas  may  come  in 
tirms  of  form  and  color.  I'or  the  musician  they  may 
(•(line  in  terms  of  sound  and  may  be  so  transmitted.  IJut 
fill-  the  writer  ideas  come  in  words  and  are  conveyed 
(inly  in  words.  Thought  and  language  are  for  him  in- 
M  parable. 

II  follows,  therefore,  that  the  foundation  for  good 
diction  lies  in  good  thinking.  The  mechanical  and  imi- 
t;iti\e  thinker  cannot  get  away  from  mechanical  and 
ii.ickneyed  diction.  lie  is  depei.dent  on  his  ])hrase- 
!t(iok  just  as  he  is  dependeiit  on  the  j)laiming  of  others 
t(ir  his  work.  The  careless  and  vulgar  thinker  can  con- 
vty  iiiii  ideas  only  m  slang,  liie  creative  tliinker,  on 
the  other  hand,  is  hoimd  to  have  vigorous  diction. 


it 


I       i 

i  i- 


304 


BUSINESS    ("OHHKSI'ONDKNCI.: 


r 


ttlB' 


\$- 


1^ 


1f^"' 


It  may  iK^a'm  he  repeattd  lieir  that  tliinkiiio-  (lcpe?i(ls 
upon  tlic  person  to  whom  tlie  idtas  arc  to  he  comnnini- 
catcd.  So  (hetion  shoiihl  he  suitahle  to  the  reader.  If 
you  ^o  to  the  South  to  live,  after  a  tim-  vou  uncon- 
sciously heoin  to  talk  with  a  drawl;  yo,,  may  even  say 
//o//  all  and  seems  like.  If  you  o-,,  to'lioston',  you  sooli 
ac(|uire  the  lioston  accent  an<I  foroet  that  tlic  alphabet 
contains  the  letter  r.  Thus  ym  unconsclouslv  adapt 
your  lanouaoe  to  the  environment.  The  hahit'pt'rsists 
for  a  time  alter  you  return  to  other  sin-roundinos,  he- 
cause  your  method  of  thinking  has  heen  inHuenced'. 

So  it  is  that  those  who  teach  children  often  heconie 
clear  thinkers,  hccause  their  iduis  must  he  simple  to  he 
comprehended  hy  the  child  nnnd.  So  foreigners  in 
many  cases  never  lose  certain  of  their  own  idioms  of 
thoun-ht  and  idioms  of  e  ,,ression.  So  it  is  that  the 
translation  of  ideas  from  one  Ian«,nKi<)e  to  anotlier  is 
diHicult.  Thoun-ht  camiot  he  taken  into  the  mind  and 
«i\t'n  forth  exactly  the  sa,.,e.  Something'  of  the  ori.n- 
inal  idea  is  lost;   something  new  is  added. 

8.3.  Prineiples  of  ein.iee  of  t.o;y/.v.  All  this  is  mcrelv 
to  show  that  it  is  impossihle  to  lay  down  certain  ruh  s 
for  the  writ(r  to  follow  in  regard"  to  his  diction.  He 
cannot  plan  his  words  in  ;idviuice.  He  should  have  at 
Ills  command  the  lar.nist  and  broadest  voc.MhuIary  pos- 
sible and  then  sIioi]ld  try  to  convey  his  ideas  without 
holherinn  about  the  word  to  use  in  a  particidar  case.  If 
his  thirdvinu-  is  rit^ht  his  words  will  be  rii-ht. 

It  may  lu'  convenient  to  know  that  short  words,  nv 
An,i.l,,-Sa\on  words,  are  most  likely  l,,  i,e  useful  in 
Husiness  Kn-Iish.  Set  iides.  however,  are  oidv  makr- 
.shifts.  The  '.esl  word  is  not  dcl.rmined  by  considera- 
tions of  Irno-th  or  of  origin,  but    bv  suitabilifv   f,,r  tli. 


(  =!■!;!..!>. i!h     !•=:  =  =  ;=,!.: 


II         I      I  '  I  I  I         J  >     I  1  II 

>  ii.i  i    i  it  i  it     li-iii   >ii(  mil  i 


i  )      ; 


WORDS 


.'j(; 


not  be  nnde  to  talk  like  wliales.  We  nn>ht  add  tliaf  in 
t.iikirif)-  to  little  tisli  you  should  not  talk  as  you  would  to 
whales.  The  thiii<>'  to  do  is  to  ^o  out  anion<;  the  ])eople 
I.,  whom  you  expect  to  write,  talk  with  them,  know 
tiiem,  think  with  them. 

Human  limitations  make  it  diflieult  I'or  us  always  to 
say  .just  what  we  intended.  Fre(|uently  we  write  u 
|ia!-ani'a|)h  or  letter  and  diseover  that  the  words  we  have 
i!s(d  do  not  eon\cy  our  idea.  Ilt-re  it  is  that  revision 
IhI1)s.  Certain  ijrinciplcs  may  then  he  hi'ouphl  into 
|)l.iy  to  improve  the  dietion  and  convey  the  impression 
iiitinded.  The  process  of  revision  will  help  the  indi- 
Mihial  case,  hut  its  greater  value  is  in  ^ivinn-  j)ower  for 
the  next  message. 

We  shall  here  set  down  some  of  the  ])rineiples  that 
aiv  most  useful  in  revision.  They  will  at  the  same  time 
Ih  ms(  fid  in  stimulatin<>-  ri^ht  thinking-  in  the  first  place. 
All  these  ])rinei])les  are  for  the  sake  of  ^ivin^r  greater 
(■'urectness,  clearness  and  force  to  impressions.  VA]\- 
( i«  lit  dietion  demands  these  (|nalities. 

SI.  Cornel  and  iurorrcct  icards.  Lan,i«ua^e  woidd 
not  he  a  medium  of  eomnnmieation  if  words  did  not 
iiMan  practically  the  same  to  everybody.  There  has  to 
1"  a  standard  of  correct  use.  'JMiis  standard  is  the  prac- 
tice of  the  i)est  anthoiities:  its  crystallization  is  found 
M.  the  dictionary.  The  writer  of  i)nsincss  letters  must 
know  what  is  correct  use.  although  he  mav  sometimes 
iltlibcrately  disre<rard  it.  He  is  not  writing-  Uu-  all  read- 
•  IS  and  all  times,  and  if  his  readers  understand  what  he 
Mieatis  and  do  not  object  to  his  words  he  need  not  coj\- 
I'lTMi  to  th(  standard.  'I'bis  point  will  be  nioi-e  fnllv 
(Libor.ittd  lal(  r.  In  ueneral,  however,  he  should  know 
ul  at  is  correct  and  not  depart  from  it  unless  he  is  sure 
o{  his  gRiiiiid. 


■"■MM 


;{()() 


RUSIXESS    CORRKSroNDENCE 


:ii 


i 


0f 

Urn 


Words  rrnist  be  in  ^rood  use.  This  means  that  thev 
must  he  present,  national  and  reputable.  The  IJnsines^ 
En^dish  writer  is  not  likely  to  use  obsolete  words,  like 
rood,  miif/tciimp  and  tchiy.  lie  is  in  more  dan-^er  of 
usin^r  words  that  are  too  new,  unauthorized  eombina- 
tions  and  eorruptions,  like  Elbert  IIul)bar(rs  Iwsarfi/. 
Such  words  may  sometime  be  in  good  use.  They  are 
not  now. 

Eorei'j;'!!  words  should  be  avoided.  Some  foreig?i 
words  are  so  mueh  a  i)art  of  the  language  that  we  iiardly 
reeogni/e  their  foreign  origin,  .ilia.s,  alibi,  cafe,  data, 
gratis,  depot,  and  the  like,  are  perfectly  allowable.  The 
case  is  different  with  fm  de  aicclc,  faiur  pas,  multum  in 
parvo,  siiw  qua  uon,  recherche,  chic,  distingue,  and  the 
like.  These  may  have  a  ])laee  in  letters  to  societv 
wonicri,  who,  if  they  do  not  understand,  will  not  confess 
it.     Elsewhere  they  are  strictly  to  be  avoided. 

Similarly,  loealisms  are  undesirable  except  in  rare 
eases  where  the  letter  is  directed  only  to  people  who  use 
these  loeahsms.  Every  part  of  the  country  has  its  spe- 
cial vocabulary,  although  fortunately  the  greater  free- 
dom of  communication  has  rcnderecl  these  small  pecu- 
liarities nnich  less  numerous  and  noticeable.  Such 
words  as  tate.  peskji.  tuckered,  perk  up.  scrapple,  and 
many  others,  still  persist  in  a  few  sections.  They  do 
not  belong  in  business  letters. 

The  same  is  true  of  class  words.  Chamfer,  hevel .  and 
eoinitersiiik  belong  in  the  carpt  nter's  vocabulary.  Tori. 
easement,  hailmeiit.  arc  in  the  lawyer's  vocabularv. 
Prnphifla.ris,  diastolic,  intravenous,  belong  in  the  |)h\  ^i- 
ciai.  s  vocabulary.  Qintiii.  pica,  and  em  are  in  the  print- 
er's. Many  ofb.'r  words  are  e\cn  moi'c  icslrieted  in 
their  use.     The  fact   that   the  writer  iMi<lcrsta?ids  tlicin 


lias  tn.uiio;4  oi  im  w  ii  ii  ms  use  oi  mem.    i/iuv  the  reader 


WORDS 


36- 


iKr.i  be  considered.     If  he  is  sure  to  understand  them, 
tli<y  may  he  used;    otherwise  they  must  not. 

Kven  more  undesirable  are  \  ulf^arisms,  l)eeause  they 
imheate  a  hiek  of  culture  on  the  part  of  the  writer  and 
;ii(  not  used  legitimately  by  any  class.  Amon<r  these 
cnmnion  vulgarisms  are  oratc,  cuthu.sc,  hniif/littii,  (fcuts. 
Instil,  panf.s.  .siispicioiicd ,  complected,  ///.r,  hike.  Some 
III'  these  words  are  ^n-adually  eominn-  into  rejjutable  use 
.itiil  will  so  be  reeon-nized  so.ne  day.  At  the  present 
time,  however,  tlay  have  not  erossecl  the  border. 

Siano-  eontains  many  words  of  even  more  doubtful 
(iii.uin  than  the  class  just  meuti(-ned,  and  even  more 
latiil  to  the  writer  of  business  letters.  .Most  of  them 
'iiiiie  from  the  race-track  or  the  imder-world.  and  their 
mlnption  by  u(,o(j  writers,  though  possible,  is  improb- 
•iMc.  \V«)rds  like  piker,  .snide,  con,  nil,  hum.  Kike,  and 
many  more,  should  never  be  used  evtn  in  writin^f  to 
tlinsc  who  use  these  words  constantly.  Those  who  use 
(lid ion  of  this  kind  often  feel  contempt  for  it  wIk  u  they 
Mr  it  on  i)a|)er.  Almost  any  i)erson  capable  of  reading 
a  Irtter  will  be  likely  to  take  excejjtion  to  this  form  (;f 
"■laiiL;'. 

N.K  Misuse  of  xcords. —  It  is  not  enough  that  the 
^\'  ids  should  be  in  ^ood  use-  that  they  should  be  pres- 
'iit,  national  and  reputable.  They  should  be  used  only 
111  tlic  correct  sense.  .Most  slati;^-  comes  under  the-  head 
"Hlie  nn'suse  of  ^ood  words.  Hear,  pippin,  lemon,  nnt, 
'/'(  .  ai'e  pei-feetly  ^(xtd  woids.  but  only  when  used  in 
tliMi'  riuiif  |)lacc.  Uol  is  a  .t^ood  word  and  so  is  .s7////'. 
''lit  hoi  .stuff  is  a  ddV( n  ni  tnatter.  So  it  is  with  other 
cnnihinations.  like  /  sl/onnl  :,i)rr//,  liif  flic  trail,  do  i/oii 
'III  nit'  (do  you  understand  iiie).  /;,,//  //,  ;iiid  the  like. 
I  Mere  is  a  legitimate  use  for  some  of  these  slan;;'  expres- 
^M  i  s  which  wiji  l)i-  (iiseussed  later. 


t  Hi 


.^—  i 


•MH 


BUSINESS    COURKST'ONDFATE 


l%- 


hi! 

I'it' 

W 

Hi" 


Here  it  is  enou^rh  to  say  that  depeiKJence  upon  these 
words  atid  phrases  weakens  a  writer's  power  of  expres- 
sion as  well  as  thinkiii^r.  They  are  a  loose,  eareless  suh- 
stitute  for  ideas,  and  wonid  ncxev  lie  used  were  it  not  for 
the  faet  that  they  have  the  ])ossihility  of  ineanin<i;  any- 
thiiiLT  that  the  speaker  chooses,  l-'recpiently  he  ^nves 
them  their  nieaniiio'  |»y  the  inflection  of  the  voice.  In 
writing'  they  have  t,)  stand  for  theniselves,  and  since  tlu 
thought  tluy  con\ey  is  indetiiiite  the  Business  Kn^lish 
writer  has  little  use  for  them. 

There  are  certain  other  \ul,uar  uses  of  t^ood  words 
which  are  only  sli<,ditly  less  ohjectiojiahle.  The  use  of 
ric/ht  for  vcri/,  oi'  sin  a  li  for  raj)i(I  or  lone/,  and  especially 
the  comhination  rif/Jit  smart,  sulhcieutly  illustrate  this 
type  of  diction. 

The  most  commoii  forms  of  misuse  result  from  con- 
fusion hctween  two  words  l)ecause  of  their  similarities 
in  sound  or  iti  sense.  The  writer  should  he  careful  to 
know  the  distinction  hctween  two  sinnlar  words  and 
should,  in  case  of  douht.  consult  a  ^nxxl  dictionary  or, 
hetter  still,  a  hand-hook  of  synon\ins. 

8(!.  Shall  (uul  Ti/7/.  -Of  all  confusions  none  is  more 
common  than  that  hctwei  ii  shall  atid  :cill.  This  matter 
is  so  imi)ortant  that  it  is  worth  ^iviny-  in  detail  here. 
The  future  form  of  the  \erl)  /o  he  is  used  as  an  au\ili;'ry 
to  express  fiitin-ity  of  action  in  the  following-  way: 
I  shall  <j^o  ^^'(.  shall  «ro 

"S'ou  will  ^o  ^■o^  will  n(, 

He  will    jro  'I^lK.y   \vill   ^r,, 

These  same  forms  in  the  second  .and  third  ])ers«»ns. 
^^!u•n  stressed  or  ein|)hasi/(  il.  .  \prt  v,  the  volition  of  iii' 
sul>_ject. 

'^'ou  ti/7/ n(),  T  ])resume.  in  spite  of  the  weather. 

He  'aill  ^;-o  in  spite  of  all  ohji'ctions  of  his  familv. 


llil^ 


WORDS 


.369 


1 1 
I II' 


"Wc  A\ill  <T<) 
Y(n\  shall  /^o 


The  volition  "of  the  speaker  is  expressed  by  the  fol- 
lowinfr  forms: 
I  will  ,<»'o 

^'OU    shall    rrn 

He  shall  ^ro  'pi,^,^.  ,i,.,|,  ^.,, 

When   used   in  the  seeond  and   third    jjersons   these 
f"ims  may  he  taken  eilher  as  eommands  or  predietions. 
'I'he  forms  .s/ioith/  and  icoiild  are  governed  hy  exactly 
tiie  same  eonsidcratic.ns.     It  is  ai)parent  from  the  above 
that  the  fre(|nently  used  exjjressions  /  tcill  he  glad,  xcc 
:^oitl(l  like,  and  similar  forms,  are  absurd.     It  is  hardly 
possible  to  express  volition  in  reoard  to  feelin<.»-s  like 
tiuse.     The  only  jjossible  exeuse  for  these  expressions, 
uhieh  are  seen  more  eommonly  than  the  ef)rreet  ones,' 
/  .shall  be  glad  and  tiT  should  like,  is  that  usacre  has 
made  them   almost   idioms.      In  addressi?i^r  pcoj)le  of 
;^o()d  education,  however,  the  correct  forms  should  al- 
\^ays  be  used. 

Ill  askin^r  (juestions  the  auxiliary  icdl  or  shall  should 
lie  used  accordino-  to  the  answer  that  is  expected.  l<"or 
<  \am])le: 

Will  you  lend  me  five  dollars?      (I  will.) 

>liall  you  be  present  at  the  meclinjr  to-nifrht  .^     (I  shall 

lint.) 

Shall  I  forward  your  inaiL^*      (^"•)ii  shall.) 

II  is  to  be  noted  that  -all  is  never  used  in  ,.  first  |)er- 
'"'  "jtiestion.  U'dl  I  f,n  is  absiu'd,  because  the  s|,eaker 
knows  better  than  anyone  else  his  on  n   wishes  in   the 

III  dependent  clauses,  as  a  rule,  shall  Is  uscl  to  <-x- 
I'^'  s  nilurily  in  all  persons  and  u/V/  to  express  v..lition. 
1^    die  sub.jeet   of  the  two  clauses   is  dKr-renl    the   form 


d    ill   til..  A.  ,. 


,l....t    ..I.. 


jse  i.s 


d  if  the  ela 


im     iiiiin.    .!■>    \\oiiui   He 


n-e  were  independent. 


W^' 


3T0 


BUSINESS    COUHKSPONDENCE 


Would  is  sometimes  used  to  express  a  eustomary  or 
hahitual  aetion  in  the  past. 

Till'  nu('li;iiiici;uis  woiihi  c-fircfully  ti.st  every  part  of  the 
inachiiie  before  il  was  assembled. 


Would  is  also  used  to  express  ji  wisli. 
Would  that  I  could  assist  vou  in  this  matter. 


i  ?  ■■  ■ 

i; 

ih 

<  : 


111  all  eases  of  doubt,  eoiirtesy  and  "ood  sense  can  be 
depended  on  to  suo'ofest  tlie  ri^ht  word.  It  fre(piently 
lia])pens  that  in  ^ivinon  a  command  the  courteous  form 
You  xcill  report  to  hiuuhiuartcrs  at  one  o'clock  is  pre- 
ferred to  the  command  //ou  sJiall  rc})<,rt.  This  is  invari- 
ably the  case  in  army  use,  where  the  speaker's  control 
is  al)solute. 

A  list  of  words  that  ])retended  to  ijive  all  the  mis- 
uses found  in  business  letters  would  recjuire  a  volume 
in  itself.  There  are  certaiii  ones,  however,  uhich  ex- 
perience has  shown  to  occur  more  frecjuently  than 
others,  and  the  most  common  of  these  may  profitably  be 
set  down  here. 

AIUI.ITV       I'AIWCITV. 

A  man  has  capdciti/  to  receive  kjiowledgc,  and 
(d>ilit/f  to  use  it. 

ACCEPT — KXCHl'T. 

To  accept  is  to  take,  usually  as  a  ^nft.  To  ex- 
cept is  to  eliminate,  to  cut  out.  "If  you  will  excej)l 
the  iasi  clause,  I  will  accept  the  condi'ions." 

ACC'KPTAXCK       A((  ri'lATION. 

Acceptduce  is  the  acl  of  accept ini.'".  (iccepiatioii 
is  the  nccepted  nu'aninu'  of  a  word,    "^'our  acceitt- 

........     . .  ('     lliiL'     ..^Y*<.f*     «,iilt.-     '.'/Ill     iiiwli'i*     11/1     /  1 1 11  1 1  r>l  f  w  in 

.:::\-      -r:      ;:::-:     ■■■.:■.■.      j--:;-     _: ,, 

l'  3" 


"What  is  vour  accej)tation  <if  the  word  'oraft'?' 


Iiati 
'  he 


(\r- 


Hill 


WORDS 


371 


A I 


M 


CF.SS — ACCESSIOX. 

Access    means    ndniittanoc;     acccssinn,    coming 
into  possession  of  an  of!iee  or  ri'rlit 


('KKl)IT — CREniT. 

A  business  man  accredits  a  messenger  l)y  giving 


liim  letters  of  credit  or  credentials.     Hy  believinir 
a  man  we  credit  \\m\. 


Al 


AI. 


AI. 


I  r.(  T     -KFFKCT. 

To  alfcct  means  to  influence;  to  effect,  to  ac- 
complish. "Vou  will  have  to  affect  the  sympathies 
of  your  reader,  before  you  can  effect  a  sale. 

.MOST — MOST. 

Almost  should  l)e  used  as  an  adverb:  most  as 
an  adjective,  adverb  or  noun.  'Mo.st  all  of  them"" 
IS  incorrect.     Say,  -almost  all""  or  "most  of  them." 

KHXATIVE CHOICE. 

titer  native  inii)! 


th 


ernativc  miplies  a  citoice  bt.ween  only  t 


V  o 


ngs. 


A.MoN(; — BETWEEN, 


Among  is  used  in  referring  t 


things,  hetxceen  in  referring  to  two  only 


o  more  than  t\\ 


o 


Al'T   -  LIABLE—  LIKELY 


.-//;/  indicates  natural  inclinat 


ion;    liable  has  tl 


ie 


SU<r 


ahilitv 


\^       I- MAT, 


gestion  of  danger;  likely  indicates  simply  prob- 


k 


As  should  never  be  confused  with  that.       \  don't 


now  as  I  ran     is  incorrect. 


AS. 


AS       SO. 


AS. 


After  a  negative  so  should  be  used,     "T!i 
ire  not  so  handsome  as  the  sample." 


1^    iTi\i  \i  Ic 


\  -7 


-•372 


RT'SINESS    roUKKSroNDFA'CE 


li^ 


m 


ASSKRT CLAIM COXTl'ND — DEl'LAUE MAIXTAIX— 

SAY — STATE ADVISE. 

Advise,  claim  atid  state  arc  most  rrccjuciitly  mis 
nsnl  ill  business  Utters. 

.tdvisc  implies  ^iviun-  advice.  Kvcii  tlioiioli 
business  usat,^'  bas  made  it  a  common  substitute  for 
saji  and  iiifonn  it  sbould  be  used  witb  caution. 

Claiiii  means  to  demand  as  a  riybt.  It  is  incor- 
rect to  say.  "\\''e  claim  tbat  wc  bavc  j)ro(biced  the 
most  durable  macbinc  of  its  kind." 

State  bas  tbe  su^frcstion  of  careful  attention  \» 
detail. 

"We  be^  to  .state  tbat  tbis  is  untrue"  is  a  misuse. 
"liCt  us  state  our  position  in  tbis  matkn-"  is  correct. 

BALANCE KE.ArAINI>E!{—  REST. 

Ihdance  is  a  commeivial  term  mcanintr  i\\c  <!if- 
ference  between  two  sides  of  an  account.  IJo  not 
speak  of  "tbe  balance  of  tbe  <^()ods." 

BOUND       DEIEIOIINEI). 

Bound  refers  to  outside  compidsion.  Deter- 
mined indicates  a  decision  made  by  a  ])erson.  Cor- 
rect: "You  are  not  Ixuind  to  pay  tbe  money  within 
six  montbs."    "But  I  am  determined  to  do  so." 

BRING — CARHV — EETCH — TAKE. 

lirinr/  su<jf^csts  motion  toward  tlic  speaker. 
7V//.r  suo'^ests  motion  away  from  tlie  speaker. 
Fetch  su^<^ests  ,u"oiMo-  away  from  tbe  sj)eaker  tor 
a  tbino'  and  returnino-  wilb  it. 

Carri/  su<,roev^t>.;  indefuiite  motion. 

CO-OTERATE    roCJE'rilER. 

Tixjctlier  is  sujxrtiiious. 

COl'NCIL    -COl'NSEL. 


..,.;/  ;...iw..,f,.. 


<■»       j-r»», 


as  advisors. 


WORDS 


;{?:{ 


AIX— 

y  mis 

lie  for 
II. 

iticni- 

vd  the 

ion   tn 

lisuse. 
)rroct. 

ic   (lif- 
)o   IKit 


Dctrr- 

Cor- 

witliiii 


r. 
ikcr. 

;cr  f'T 


Iw,      .W.I 


Counsel  is  a(]\  ice.  or  a  len^al  advisor, 
(lirniiu.i: — ckkditaum;. 

Credible  means  belicvahle;  eredit<i})le  means 
worthy  of  ])raise. 

t  r.SlOM IIAHIT. 

A  euHtom  is  an  action  voluntarily  repeated;  a 
lidJnt  is  a  tendency  to  repeat  a  certain  action  with- 
out volition. 

Ill  I  IMTi:- DKFIXrriA'E. 

Definitive  mdicates  tliat  a  thin<r  is  final  or  con- 
clusive.   "This  is  the  first  definiiive  book  on  adver- 
tisinir  art.     It  will  find  a  definite  place  on  every 
business  man's  desk." 
DiHr.cri.v. 

Often  misused  for  "as  soon  as";  as  "direetly  the 
train  stopped  we  alighted." 
iiis.uiia;!'.. 

(xencrally  followed  hy  "with"  instead  of  "from." 

lilsCOVr.RV — INVENTION. 

Diseoveri/  is  made  of  a  thint>-  that  has  been  in 
(vistence.     A  new  machine  is  invented. 

l)lsriNtl'       DISTINCTIVE. 

The  latter  is  the  stronger  word.  If  an  article 
lias  a  distineiive  merit,  the  merit  is  distinet  or  ap- 
parent, and  it  also  serves  to  distinguish  the  article 
from  every  other. 

I  11  illlt    -  ANY. 

Kitlier  refers  to  one  of  two.  Anfi  or  ani/one  re- 
IVrs  to  one  of  several. 

KNOKMirV — ENOK.MorSNKS.S. 

Enormitij  has  reference  to  moral  (piality;  enor- 
iiioitunifis,  U)  M/.i".  llv  does  not  realize  tlie  enor- 
mitij of  his  crime." 


•Mil 


.'}74 


BUSINESS    COllIlKSroNDENCE 


m 


ii.'^r 


!*i| 


EXCEPTIONAL — EXCEPTION  ABLE. 

KiVccptionahlc  means  that  it  is  iiiipt'rl'ect,  sub- 
ject to  exceptions  and  corrections. 

EXPECT       Sri'POSE — Sl'SPECT. 

rJiV])C('t  looks  toward  the  future.  It  is  incorrect 
to  say  "We  ca'pect  that  you  have  received  the 
.tioods." 

To  siisptct  iiuhcates  distrust.  (To  SH.<ij)icioii  is 
not  a  reputahle  use.) 

FIND — LOCATE. 

To  locate  means  to  fix  in  a  i)hice  or  estal)Ii.sli. 
Incorrect;  "I  couhl  not  locate  you  the  other  day." 
Correct;  "\Vc  expect  to  locate  our  new  branch 
oflice  in  Denver." 

HANGED HUNG. 

Only  criminals  are  hanged. 

HEALTHY — HEAI/rHI'I'L — WHOLESOME. 

A  man  is  likely  to  he  health)/  if  he  lives  in  health- 
ful surroundings  and  eats  rcholesome  food. 

GUESS. 

Too  often  misused  for  think. 

HAD    OUGHT. 

Ought  is  never  used  with  an  auxiliary.  Correct; 
"I  ought  not  to  have  done  that." 

HIKE — LEASE — I,ET. 

To  hire  is  to  obtain  the  use  of  a  thing  for  pay. 
To  let  is  to  allow  the  use  of  it  for  j)ay.  To  /(V;m 
is  to  let  by  written  contract.  "I  will  lease  you  the 
house  for  $800  a  year,  and  let  boats  and  automo- 
biles to  vou  bv  tlie  week  or  dav." 

LAST — LATEST — PAST. 

Latest  and  past  imi)ly  the  (piestion  of  time. 

LAV LIE. 

Ijaij  is   transitive;    lie,  intransitive.     "Tjay  the 


! 


WORDS 


liook  on  tlic  tabic. 


Tlic  book  lies  on  the  table. 


1 J  ■ 


Past   tense:      "He   laid  the    l)ook   on   tlie   table." 
"The  book  hti/  on  the  table." 

I.EAKX — Tl'.AClI. 

"ir  we  teach  others  properly  they  will  learn  the 
subject." 

LEND — LOAN. 

Loan  is  a  nonn.  Incorrect:  "Can  you  loan  nie 
two  hundred  dollars:"" 

l.IKi:    -AS. 

I/ike  should  not  be  used  as  a  conj miction,  despite 
the  popular  son^s.     Incorrect:    "Do  like  I  do." 

MAJOIUTV — PLURALITY. 

In  our  political  system  a  candidate  for  office  does 
not  have  a  majoritif  unless  he  has  more  than  half 
of  all  the  votes  cast;  a  pltiralitij  is  an  excess  over 
the  next  highest. 

I'AIiT — I'OKTIOX. 

^V  portion  is  a  2)a         lotted  or  assigned. 

TAKTV — ri'.KSOX. 

Part//  is  vulgarly  misused  for  person.  Legal 
terminology  admits  it,  but  it  should  be  avoided  in 
business  correspondence. 

I'KKMIT — ALLOAV. 

AVords  different  in  a])plication;  allorc  signifies 
tacit  assent,  permit  indicates  foi'inal  consent. 

I'l.KNTIirL PLEXTV QUITE — RATHEU — VERY. 

Plcnti/  is  a  noun:  plentiful  an  adjective;  the 
others  adverbs.  Quite  is  most  fre(|uently  misused. 
It  means  eonipletehj,  not  rather.  Quite  some  is  a 
vulgarisuL 

TUAt'TR'AL — PRACTICABLE. 

A  workable  plan  is  [Hdciicahle.  Practical  is  the 
op])osite  of  theoretical. 


Ml 


;{T() 


HrsiNKSS    COltUKSPONDKNCK 


if  ; 


it! 


riforosiTiox     I'Hoi'osAi,. 

A  proposition  is  somcthiiin-  to  he  discussed.  A 
proposal  usually  iiicaiis  an  oll'cr  ol'  some  kind. 

RKAI-    HKAI.I.V, 

liccd  is  an  adjective.  It  should  not  he  used  as  a 
suhstitute  Tor  tju.  adverh  very.  Incorrect:  "It  is 
rc(d  cheap." 

SAMK. 

Improperly  used  as  a  suhstitute  for  //  or  ihcji. 
"Send  me  the  hook  and  I  will  retin-n  the  same  to- 
morrow," 

SELDOM  OU  NEVKU. 

Sometimes  miswritten  "Seldom  or  ever." 

SET — SIT, 

Set  is  transitive:  sit.  intransitive.  (See  lay  and 
lie. ) 

SOME — SOMEW  HAT. 

Some  is  an  adjective:  it  is  not  intercliangeahle 
with  the  adverh  sometcJiaf.  I ncorrect :  "It  is  some 
heavier  than  the  old  model." 

STOP — STAV. 

To  stop  cannot  ijivolve  duration  of  time.  Incor- 
rect:   "He  stopped  in  Alhany  for  three  days." 

AVHAT — THAT. 

What  is  fre(]uently  misused  for  that  in  such  com- 
hinations  as  thau  tchat.  Incorrect:  "This  is 
cheai)er  than  what  you  will  find  elsewhere." 


■■    j    .f.l 


87.  Idioms. — T\saoe  justifies  many  .vord  usa^'cs  as 
well  as  sentence  forms  that,  accordinn-  to  strict  lo<>ie. 
W(,ul(l  he  incorrect.     They  are  aniono-  the  most  useful 

( '\ Di'csi^inn  V     in      In  icii>t»i.i.'     /ir>».., ,,..,, ....1 l.  ii 

I ■'■'■■-■•-    V.V.I1  v:5pwiuit-iiuc,    ucs/uuse    ine\ 

have  grown  up  to  he  common  e.\})ressions  of  everv  dav 


V.:.< 


WORDS 


;J77 


nnd  are,  therefore,  elose  to  our  conversational  language 
AiiioiiH-  these  ithoniatie  e\|)ressi()iis  are  the  Collowin^r 

^iiul.  used  ill  phiee  of  to  in  the  infinitive  form  of 
the  verl);   as,  "Try  and  do  this." 

.is  it  ttYvr. 

liicL'  find  ('(ill. 

li//  lt()(j/,'  or  crooh. 

Either,  at  the  end  of  a  sentejice;  as,  "Vou  cannot 
I'et  a  hetter  article  either." 

Else's,  as  in  "This  is  nohody  else's  husiness." 

Ever//  ot/wr  da//. 

Forget  one's  self. 

Get  rid  of. 

(iiveu,  in  such  a  construction  as  "Given  these  con- 
ditions." 
do  hard  rcith  one. 
Hard  /)ui  to  it.     {Hard  up  is  not  an  idiom,  hut  a 

vul^-arisni.) 
I  lira  the  ihiek  of  it. 
In  this  eonneetion. 
Make  off,  for  Get  atcai/;  "The  thief  made  off  with 

the  plunder." 
Man//  a  /nan,  for  Man//  /nen. 
Xot  a  tchit,  or  Xot  a  hit. 
Of  mine,  of  //onrs,  etc.,  as  "He  is  a  customer  of 

ours." 
Onee,  in  the  sense  of  //  ever  or  never;    as  "Onee 

you  try  this  soap  you  will  use  it  always." 
Out  of  one's  head. 
Over,  in  the  sense  of  /nore  than.    '"\\m  will  make 

over  10  per  cent,  profit."     (Jhove  in  this  sense 

is  not  correct:    as.  "Vou  will  make  above  10 

per  cent,  profit.") 


Fl 


-.■f? 


m 


Ml 


I 


.'178 


BUSINKSS    CORRESrONDKNCK 


Scrape  acfiiKiititancc. 

Sinci\  for  (KJo;    as,  "We  iiiroriiu'd  you  a  iiioritii 

since." 
Sj)icJx  (1 11(1  .sjuni. 
Talc  if.  as  in  "^'oll  exi)ec't.  we  take  it,  to  do  more 

a(lvertisii)<i;  in  the  newspapers." 
7'o  and  fro. 
Turn  flic  fahlcs. 
Under   fhc   circiinistaiiccs    (rarely   /'//    tlic   circiiiii- 

.sf(INCCS)  . 

Write  //ini,  Tor  tcritc  to  you. 


\\4 


iHhi 


Clearness,  as  lias  been  su^f^ested  above,  will  he  most 
likely  to  he  seeurcd  hy  t'dliowino-  the  aho\e  priiieiph  s  in 
revision.  Oidy  correct  words  slionld  he  used,  and  tiirsc 
slionld  he  used  in  their  correct  sense.  In  addition,  thn( 
are  certain  other  considerations  which  are  useliil  m 
scciMMn^  clearness.  Of  tluse  the  n  ost  important  an 
.simplicity  and  exactness. 

'f<>H.  Sim  Illicit//  in  diction.  -Vov  most  pur|)osis  the 
short,  simple,  common  words  are  hetter  than  Ihost'  tiiiit 
are  ioiii!,'  and  unusual.  I''.\en  tlion^h  the  letter  ^(u  s  \n 
a  man  of  yood  education  and  culture  he  is  not  likely  tn 
ohject  to  simplicity  of  lan^ua/^e  unless  it  ,ui\(s  tin  ifii- 
pression  ol'  juv  emity.  In  advertising'.  simj)lr  words  art 
ol>\  iously  hest  for  most  |)urposis,  jiccausc  the  nhicct 
ol"  the  a(l\  ert  istnient  is  usualK'  to  attract  thi'  ur(att>t 
numher  possible.  II  ha|)pens  that  most  short  wmiN 
and  common  word-,  ai'c  of  Anyio-Saxon  orij^in.  hut  llu 
oriyin  of  the  word  is  ndt  in  itself  a  \er\-  ^ood  index  to 
its  suitability.  The  idea  is  to  Li'et  words  that  aie  (diii- 
Uion  til  t\  (TV  otus  vocabulary  and  undeistiMid  b\  <  \  ri\ 
(»ne.  and  so  fai'  as  possible  to  save  ell'ort  ami  space  liy 
using  the  shoiter  of  two  words  of  the  same  meaning. 


WORDS 


.'J7!) 


li 


('(/ill  is  better  than  co 


///  //; 


cticf,  hiuf  than  parch 


nsc. 


assert  than  ns-.scvcratc,  r/rra.sr  than  lubricate.  lit/Jit  tlian 
illiiiniiiaic,  and  so  on.    Tiie  oecasions  are  rare  when  the 
Ion;^er  and  less  eoniinon  word  is  ])ref'erahle. 
^    At  any  rate,  ponderous  derivatives  should  he  avoided. 
They  give  an  idea  of  pretentiousness  and  strainino-  f„r 
etf'eet.     There  was  a  j)eriod  in  Aineriean  journaliMn— 
It   is  not  entirely  ended  yet— when  the  idea  of  writers 
srenied  to  he  to  express  eornnionplaee  things  in  unusual 
I.Kiuiia-e.      A    ///•(■    was    always    a    conflagration;     a 
luncheon  was  a  collation;    a  house  v-.,s  aii  edijice;    a 
xaujon  was  a  vehicle;  and  the  r////  was  the  metropolis. 
A  Mian  did  not  .shout,  he  vociferated;   he  did  not  drink. 
lit'  imbibed;  he  did  not  .sleep,  he  tcoocd  Morpheus;  and 
w  !irn  he  died  he  deceased  or  passed  atcai/  or  rLin(/ed  his 
llil/ht  to  eterniti/.    There  is  little  excuse  for  this  sort  of 
tiling  in  the  newsi)apers  or  in  hooks.     There  is  none 
whatever  in  Business  Knglish. 

H!>.  h\vactnessin  diction.^-  Kxaetness  in  words  is  like- 
vise  essential  for  elearness.  Ilaekneyed  phrases, 
whether  those  especially  associated  with  liusiness  Kng- 
lish  or  not,  should  he  avoided.  They  are  worn  out  arul 
<  nry  an  indefinite  meaning.  The  same  is  true  of  words 
!!'at  are  too  hroad  and  general.  Such  words  as  axcful, 
''irihle.  nice  and  fine  have  hecn  used  and  misused  so 
fiMich  that  the  original  exactness  of  meaning  they  pos- 
sessed has  been  entirely  lost.  The  same  is  true  in  busi- 
ness of  such  words  a.  hi,/h-!/rade.  lirsL-class.  best  and 
llic  like. 

The  remedy  for  inexactness  ..f  this  kind  is  to  ])e  spe- 
<dic.  The  word  shoul.l  be  chosen  which  ixprcsses  the 
idea  most  exactly.  How  is  the  article  l,e.sl^  Is  it  best 
I'ccausc    handsoMiist.    because    most    durable,    b.cause 


mi 


most 


V  'i     >\  ii\ 


i  inu  tile 


:{,s() 


UrsiN'KSS    COUKKSPONDFA'CE 


1ft 


H 


Iff 


OIK'  uonl  that  expresses  the  <h-.sti,utive  Dicril  „f  the  ar- 
tiele  and  use  this.     Avoi.i  nhttcrin-  «XM.enihties. 

i><>-  Comrrlc  and  Jlf/nrativr  Tco/v/.v.-Conereteness  is 
a  st.ll  further  help  t,.  exaetness.     C'„„erete  n„nls  earrv 
a  I>K-t,.riaI  ,n     o-e;    they  sh,.u-  the  exaet  nature  ui'  th"e 
artiele.     Instead  of  sayino-  the  hcst  eotton.  v-.u  sav  more 
eoneretely  AV////>//V///  lonf/  fiber  eotton,  oj-  AVr/  7.s/.7,„/ 
cotton.     Instead  of  sayin,;.-  a  humorous  book,  von  sav  a 
book  that  }>riu,,s  lauc/h/rr  or  makes  !,ou  hold  i,our  sides 
instead  of  sayino-  //,,  ,,an  Is  houcsi ,  von  sav '//r.//  ta>././ 
//•//,s/  ///,„  -elth  Hour  last  dollar.     Instead  of  savin-  //  „ 
ens,,  ruuNiu;/,  yon  say  ,/  child  can  run  it.     Vou  niav  "o 
even  farther  and  express  the  idea  in  term.,  of  aeticm 
Instead  of  sayin-  the  automobile  is  potcerf,/,  von  sav 
no  hdl  too  steep:   no  saud  loo  deep.     Instea.    of  sayin- 
the  tHpexenter  is  easii  running,  yon  sav,  no  three  o'clock 
jntHiue.      Conerete  expressions  of  this   kind   not   onlv 
c.nvey  the  idea  more  exactly  and  ddinitelv;    they  aisl. 
have  a  stronocr  appeal  in  that  they  rehite  the  idea  more 
elosejy  to  tlu-  ordmary  exj)erienee  of  the  reader. 

(Greater  strenuth  of  expression  n.av  fre.jnc'ntlv  he 
secured  hy  the  use.  of  figurative  lanouao-e.  instead  of 
saym^r  ///,.  nuiehme  (joes  rapidlt/.  vou  sav  //  /lies  In- 
stead of  saying-  th.-  furnaee  is  eeonomieal.'you  say  //  rcill 
not  eat  up  //our  eoal :  it  tull  euf  ,/our  bills  in  half  Ad- 
vertismo-  n.en  speak  of  letters  that  pull,  of  the  eop,/  that 
(jets  across  or  has  a  /lunch. 

S-nictmirs  we  liavc  not  onlv  u,,nls  used  iu  a  tionra- 
t'vesrns...  Im.!  simil.s.  n.elaphors.  hvperh-.h.,  t,,  cnTonr 
an  idc-a.  \\^.  j,,,rn  that  a  (clain  honk  is  nn|  ,/,7/-„s- 
dust  read.r.-:  that  a  errlain  insurance  companv  has  the 
streujth  (,(  (idn-dtar.  and  s„  ,m.  \\\  air  pn.nnsnl  a 
mine  oj  information  or  a  harxest  of  dolbirs. 

It  is  <iani4'erons  !o  use  to.,  rnanv  ii"in-i'<  =■.{•  .:.....=!.   i... 


WOKDS 


881 


ransc  of  tlio  fact  tliat  it  is  likely  to  ^ive  the  appearance 
nl  slrainm-  for  effect.  The  writer  is  also  in  dan-er  of 
inixmo-  his  nietaj)hors  or  nsin^r  tlieni  incon^rnioiisly.  A 
r;./,nr  riiani.facturer  wrote  that  he  exi.ected  to  pave  Ihc 
ininiln/  witli  his  razors.  Here  the  iioure  of  speech 
iiii.ulit  easily  have  ^nvcn  an  extremely  unpleasant  ini- 
|ii'i  ssion. 

'.»!.   77/r  /ilacc  for  ///u/o.- -It  has  heen  sii^r^rfsted  sev- 
eral times  aI)ove  that  there  are  places  for  the  lin^r,,  of 
(liffcTcnt   classes   of   people   and   for   the  more   vul^rar 
slati^r.     U  a  letter  ^roes  only  to  a  single  class— say  en- 
.uineers,  carpenters,  farmers,  or  the  like-a  ^rj-eateV  de- 
uree  of  intimacy  is  ^iven  hy  the  use  of  words  that  are 
I'nimd  only  in  their  vocahulary.     It  makes  them  feel  that 
tlir  writer  is  one  of  them;    that  he  looks  at  matters  as 
they  do.    It  is  one  of  the  stronirest  factors  in  the  ad  jnst- 
Mi.tit   to  the  reader,  which  has  been  spoken  of  as  the 
(.olden  Rule  of  letter  writing-.    The  following  example 
f'^ni  a  letter  to  printers  will  illustrate: 

\'m\v  ..fl.n  Mf  pr.tfy  -o.hI  wluri  voi,  past,,!  „,,  v<Mir 
striHir  an,!  found  that  tt,..  pay  „p  was  ^roin^r  f,,  br  ^r,.n,i"  a,ul 
fit.  liav.n-t  voM.^  n„t.  at  the  same  tini...  vo„'v,.  ,.v..r  I,,,,, 
awakr  to  tin.  fact  tliat  you  ran  di-r  alonj^r  ^.k  affrr  wck  ami 
,^'"-  aft.r  y.ar  stickin-  ty|).--an(l  at  tlu'  tinisi,  thr  I.ank  roll 
^^""■'  n,ak<  yon  r„„n,i  .honldrr.,!  -    that  you  know  for  a  fart. 

'I">''  thr  pla.-,.  thr  finanrial  f-uan  -rts  pir.l  -you  simply 
""'  '"'-'k  into  thr  iMdrp,.n.i,„t  rla>s  t.y  wav  of'tlir  wa.^r- 
M.ilr  route.  You've  simply  ^,>\  to  niakr  .mall  mom'v  <'ount  f!,r 
-M  NOW,  mnk.  it  work  ov.Ttnn..  all  th.  timr;  an.l'thm,  whm 
.     M  CM>h.  Ihrrr  Won"!   I,.,  any  !o„,|  roar  from  thr  front   ottirr. 


K'-i 


i  i-il 


Ml 


!>2.  Shnu/  ami  colhx/nialisms.  Vavu  slan«-  may  he 
"H<|  in  some  cases.  The  lett,  ,•  nnisl  o-,».  however,  tn  f!,,. 
iiass  that  is  accnstome.i  to  „s,ng  it  and  the  article  must 


.'}82 


BUSINESS    CORRESPONDEXCE 


m 


i'* 


f^ 


be  consistent.  It  is  absurd  to  try  to  sell  art  engravings, 
jewelry  or  l)iisiness  devices  by  tbe  use  of  slangy  lan- 
guage The  ease  is  different  with  cigars,  liquors,  and 
the  like.  The  class  which  uses  these  things  is  likely  to 
know  the  c.u-rent  slang  of  the  day  and  the  association 
of  the  article  itself  is  in  harmony  with  this  method  of 
expression. 

One  <.f  the  greatest  successes  in  advertising  in  recent 
years  was  ol)tained  by  a  new  tobacco,  which  (lei)en(le<l 
almost  entu-cly  upon  that  method  „f  appeal.  There  was 
something  stinmlating  to  the  reader  in  being  told  to 
"hike  to  the  corner  smokery,  swap  ten  cents  For  a  tidy 
red  tm.  jam  your  Jimmy  pipe  to  the  brim  and  give  fire." 
This  kind  of  diction  is  even  more  allowable  in  letters, 
for  the  readers  can  be  selected. 

More  failures  than  successes,  '  -pver,  have  resulted 
from  the  use  of  slang.  A  certair  .  -a/ine  which  made 
some  ])retensions  to  dignity  sent  out  a  letter  soliciting 
advertising  which  contained  among  others  the  followin.r 
exj)ressions:  '^ 

Tin  .se  l,i^r  boys  dont  ahvays  know  when  tlicy  are  hoado.l  f<,r 
the  chff  on  the  In'^.h  clutch.  ...  If  you  su^^ffoste.!  to 
tlu-se  nun  that  thoy  each  buy  a  ,„e^r,aphone  and  mount  the 
I'lat.ron  IhuhUnfr  and  b.llow  the  virtues  of  th.lr  wares  up 
Broadway  they  would  "bounce  a  rock  on  your  Ix-an." 

With  colIo,,uialisms.  hy  which  we  mean  expressions 
that  are  ordinarily  used  in  conversation  onlv,  the  case  is 
somewhat  different.  The  informalitv  of  the  letter 
makes  many  of  these  expressions  jus'tifiable  and  f n - 
quentiy  helpful.  When  ynu  speak  of  v</////7  (htcn  In 
hrass  tmhs.  or  of  a  proposition  that  will  j,a„  nut  rcill. 
you  make  the  reader  feel  more  in  touch  with  you. 


I 


WORDS 


383 


In  all  the  tliinpfs  that  ^-o  t 


()  111 


mil  IS  111 


ike  up  a  letter  a(la])ta- 


il)()rtant;   nowhere  is  it  more  important  th 


(llcIKl 


II.    'J'he  way  to  learn  to  write  is  to  wid 


an  in 


en  voiir  ex- 


IH  rieiiee  by  knowing-  the  elass  of  i)eople  to  whom  vf 


"i>li  to  appeal,  widen  your  voeal)ii]ary  hy  beeomii.^r 
f';miiliar  with  the  exaet  iiieaiiin^r  „f  every  MfJrd  that  you 
"ill  he  likely  to  need,  and  then  write.  "  Write  with 'the 
";•'!'■'■  ill  niiiid.  Think  in  the  way  that  he  would  think. 
Win  fi  you  have  done  you  may  find  it  necessary  to  ^ro 
mir  your  work  and  revise  it.  ^'ou  may  find  that  you 
lia\e  failed  to  convey  the  thoun^ht  you  intended  and 
niNst  do  your  thinkin^r  „ver  a^rain.  The  revision,  if 
mkhIc  in  accordance  with  the  principles  we  have  stated, 
uill  lielj)  you  in  writing-  the  next  time. 


'I? 


CITAPTKR  VII 


MIX  HANK  AL  MAkK-Ll'  OF    rilK    I.KTTKR 


1 


11 


!>.'}.  ('orrichic.ss  Uw  iiiosi  hn paiinui  (jiir.slion. — i\l- 
tlioii<,>-li  tliis  tiralisc  is  inlcri(U(l  |)riiiiarily  as  a  hv\\)  to 
the  \\(»rk  ol'  Kiio'lish  coinix^sitioii  in  tlic  art  of  husincss 
(•()rrc,si)()n(lcnc'c,  it  would  he  incomplete  witliout  soinr 
diseussion  of  the  nieehanieal  forms  of  the  letter.  J5y 
this  is  meant  the  external  matters  of  paper,  headings, 
husiness  forms  and  the  hke. 

In  the  meehanieal  forms  of  the  letter,  correctness  is 
tile  chief  <iiiality  to  he  sou^rht  for.  It  is  particularly 
im|)ortant  here.  l)ecause  upon  the  ap))eanince  of  the  let- 
ter is  based  the  first  estimate  of  the  reader.  If  there 
is  any  de))arture  from  the  accepted  standards,  it  is 
(juickly  !'otice(l  and  may  lead  to  unfavoral)le  criticism, 
just  as  would  be  the  case  with  an  oddlv  desimied  suit 
of  clothes.  Some  times  a  sliu-ht  departm-e  from  the 
conventional  may  he  rather  [)leasin<i\  l)ut  in  the  main 
it  is  best  to  be  conservative  and  stick  to  wliat  usage  has 
prescribed  as  coi-rect. 

9k  Hii.siiicss  slatioinri/. —  For  most  business  uses,  the 
pajjcr  used  should  be  a  sheet  aitout  H  \  1 1  inches.  This 
size  is  convenient  for  use  in  the  typewriter  nnd 
for  filing  purj)oses,  and  it  is  convenient  for  use  with  the 
statidard  envelope,  which  is  ♦;!  o  j)y  UK.  inches.  Ol' 
course,  it  must  be  unruh  d.  and  preferably  while  or  of 
some  light  unoblrusixc  tint.  Hright-coloied  |)ai)ers  are 
objectionable,  and  there  is  nothing  more  dignified,  and 


■.f   tl.,. 


innc  corrccl 


•••.  liiLC. 


»  lie     in. 


CCsSitu 


HHi 


Mi;riI.\.\I(  AL    MAKIM  !•    or 


JHi:   i.irrrKH  hh: 


he  typewriter  dcn.and  that  it  be  reasormhly  thi„,  but 

nn..     JJond  papers  are  „u,st  approved.     Slight  varia- 

-.s  n.  s.e  an<l   eolo,-,   and  i„    fad   variati.t.s  i„   all 

na Ue.  of    ,.e  n.echanieal  fonn  are  son.etuues  pernns- 

U,  Im     d  .  .M.neeessary  to  eonsider  tlK.„n 
fi  .c       Ihe  student  u.ay   profitably  eonfine  Imnself  to 
--d  is  certa.nly  eorreet.  until  he  feels  sure  of  lm„self. 
.»■>.  Ar//o-  //r.../.v.-As  n.ost  business  lett(>rs  are  urit- 

''--.pon  sheets  that  iKne  a  business  letter  head,  it  is 
-th  wlule  to  eonsider  the  form  of  this.  Althou^d,  the 
"■"••■^'  "^  the  business  n.akes  a  vast  amount  of  diffCrerur 
HI  lie  question  of  the  eorreet  letter  head,  there  are  never- 
fl'Hc'ss  a  few  prineiples  worth  eonsidcring. 

"the  first  plaee.  it  should  be  a  head:  it  should  not 
'    '-  ";eans  o    a  series  of  pletures  or  fanev  borders 

l:7;r'^';; '''''''■     ^*-^J-''<'  take  up  not  «...  than 
"  -hfth  of  the  spaee-the  less,  the  better-and  should 

"'^  <'<>"ta,n  so  mueh  in  the  way  of  printing  or  illustra- 
te. MS  to  appear  erowded.  In  faet.  it  is  not  considered 
I'"--  MOW  to  use  illustrative  pictures  of  anv  sort  in  the 
'"!;■'•  l>cad.      Sou.etimes  a  trade-mark  is  u.^ed,  but  the 


"st  eoneerns  avoid  even  this.     The  head 
:'-.ive(l.  lithographed  or  nririt.d-  ;,.  ..,.,.  ,... 


niav  be  en- 


j)rint 


^iiMiild   usually  be   blaek.     OtI 


»'d:  HI  any  ease,  the  col 


•11 


(ctnclv  used 


ler  colors  ai 


""  safest  and  most  correct  f 


>ut  black  ink  on  whit 


or 


■<-'  sornctinx's 


oi 


t'  pajjcr  is 


bv  f 


;ir 


<"H-  eolor  is  always  a  sign  of  po„r  taste 
\flvertising  i,,  the  letter  head  is  al 


nn.      i  he  use  of  more  tl 


lan 


Tl 


:u 


Ivert 


'Msniess  stationery  should 


ise   it.      M 


ways  objectionable, 
represent  the  Hrm.  not 


'""ii-  list  of  articles  that  the  f 


"i-eover,   advertising    is   useless,    f 


or 


'■'■""'Is  the  top  of  the 
til  liKJieat'.'  tli.'if  »!!:■  i 
tatal  adrnissit)n. 


u-m  sells  is  not  read,  and 


paper,      hi  addition,  it  mav  se; 


in 


n-vj.'i 


Sim 


III   intMi   o!    advertisiri"-- 


phcity  in  the  letter  hea.j  is  best; 


#;; 


H 


(p..^, 


:JS6 


Iff!; 


iih 


I 


lU'SINESS    (OURKSrONDFA'CF 


the  name  and  business  of  tlie  concern  and  the  address 
are  fre(]nently  all  that  is  necessary.     The  members  of 
the  firm,  or  the  otbcers  of  the  corporation,  the  telephone 
nnmber  and  cable  address  may  sometimes  be  added. 
Hut  everything-  unessential  should  be  omitted. 

An  examination  of  tlie  letterheads  used  by  some  of 
the  rcj)resentati\c  business  concerns  of  Xew  \'ork  C'itv 
shows  thai  they  are  always  simple  and  dignified  and 
contain  no  unnecessary  matter.  Such  business  institu- 
tions as  TIk'  W'anamaker  stores.  Titfany  ^:  Com])any. 
and  The  National  City  Hank,  display  excellent  taste  in 
the  selection  and  arrangement  of  their  letterheads. 

96.  Color  of  ///A'.— Closely  related  to  the  matter  of 
a  correct  letter  head  is  the  matter  of  correct  color  in  the 
ink  or  typewritin.1,^  ribbon.  Oidy  black  or  blue-black 
ink  is  allowable  in  writing,  and  the  typewiiting-  may  well 
be  in  one  of  these  colors.  Purple  is  also  allowable,  be- 
cause of  its  usefulness  in  copyincf.  Othe--  colors  should 
be  used  only  to  match  the  ink  of  the  letter  head  wheic 
that  is  of  some  color  other  than  black.  The  depart- 
mental service  at  Washinoton  uses  blue-black  tv])c- 
writin^r  ribbons,  and  there  are  no  handsomer  letters  to 
be  found  anywhere. 

As  the  letter  that  is  written  upon  a  letter  head  differs 
from  that  which  is  wholly  written  oidy  in  the  fact  that 
nothin^r  excc])t  the  date  is  used  in  the  headings  it  will 
be  convenient  to  consider  now  the  letter  that  is  wholly 
written.  For  convenience,  it  may  be  said  to  be  divided 
into  six  parts:  the  heading,  the  inside  address,  the  saluta- 
tion, the  body  of  the  letter,  the  complimentary  close,  and 
the  signature. 

97.  Writti'it  }n'<i(Vin<y;. — The  heading,  which  contains 
the  address  of  the  w  ritei-  and  the  date,  should,  be  niaced 
at  the  top  of  the  letter,  close  to  the  right-hand  margin. 


MllCHAMCAL    AfAKlMP 


OF    'i'lli:    LKTTI-Ii 


If  it  contains 


more  than  one  line,   ti.ey  should   h 


;}.s7 


so 


s,„.a,l  tlu,t  tl,e  ends  „f  tl,e  lines  all  eon.J  anpro'L ute  v 

The  address  „f  the  write,-  should  he  written  in  sneh 
■     ;"i  .'s     he  e„„,l,ti„„s  whieh  ,.,ven,  the  reeeipt  an 
''' '.'r'^",  r  ■'  "'''-♦""""■■.■itv  where  the  wr 

"«  should  nsnall,.i,,eh,de  the  street  a,,d'nn„,,,er.;. 

■"    ^••;l>:dd,s  a  sn,all,„w„.  the  heading  ,h„nld  in' 
■I'  ;.•  I.e  mnne  of  the  post  otHce,  connt^•  and  state 

I  ^'it,eular  ear,-  ,nust  he  taken  wlua,'  the  writer's  post 
""«■•■  -1;  .-CSS  ,s  d.H'erent  Iron,  the  plaee  of  writing'  a 
^  "I  e„  the  ease  ,n  regions  where  the  rural  free  delirerv 
ii.is  heen  extended.  "emery 

In  «.se  a  ™p,est  is  ,„„de  that  the  reply  he  <lirecced  in 
li>  '.ne  of  a  seeon.l  ,,arty.  the  faet  should  l,c  elearlv 

*;;'«'...  the  hody  of  the  letter  and  not  in  the  hc.dn'. 
'-perlv  wntten  hea.lings  always  follow  a  definite  o^ 

;  ■■.-.nthisonhr  the  date  eon,es  last  ;„»ntl,dav, 

'•     I'c  month  may  he  written  in  f„||  or  properlV 

..•ev,at«l,  hut  n>o.lern  usage  de,.rees  that  the  dav'sha  I 

P-cde  the  n,onfh,  .  e.,  lOth  Januarv,  as  was  the 

i.i^hKin  some  years  ago. 

So„,e  writers  indieate  the  month,  like  the  dav  an,I 

;::;■  ;•;  "'"f  ™;»-."»  *-^>^-l'.m.  l,nt  as  there  isdouht 

^|'|-l_^the  order,  tins  metl-.od  is  not  ,lesirahle  in  husiness 

«  a  letter.     JIany  busmess  letters  prove  utterlv  valued 
e«  w  en  wr.tten  without  the  dale,  „n,l  as  cvidenee  i , 

"I"  u.ite  can  hf  nrm/./i    ,\.  ..-.4-  ii_  .i  .    . 


in  he  proved,  is  not  worth  tl 


le  nnocr  if  i\ 


leii  (it|_ 


^8.  In.sidc  addrcs.'i.—Thi 


name  and  address  of  the 


:{.s,s 


nrsiM:ss  (okhi.si'ondiac  i: 


1^ 


person  to  wiioiii  the  ietter  is  direeted,  should  always  he 
written  at  the  lei't-hand  side  of  the  i)a<i;'e,  and  sliglitly 
l)eiow  the  liea<hii<4-.  Tlie  first  hne  shouhl  hefij'in  near 
the  niar^nn.  the  seeond  hne  a  trifle  farther  from  the 
margin,  and  the  third,  if  (jne  is  neeessary,  at  an  even 
greater  distance. 

On  the  first  line  the  name  Is  written,  and,  politeness 
coupled  with  eustoni,  re(|uires  that  some  title  he  added. 
The  commonest  titles  of  courtesy  and  distinction  arc 
Mr.s.,  Mi-s.s.  Mr.,  Esq.,  Messrs.,  Dr.,  Hon..  Rev.,  Prof. 
Careful  choice  should  he  exeirised  in  the  use  of  them, 
but  onlv  two  need  he  mentioned  here  as  liable  to  wronir- 
ful  use  or  disuse  in  business  letters. 

Esq.,  while  originally  a{)plied  to  men  occupied  in 
le^al  })ursuits,  has  become  interchangeable  with  the  plain 
Mr.,  in  a  business  ,sense;  so,  either  Mr.  James  S.  Woods 
or  James  S.  Woods,  Esq.,  is  proper. 

Messrs.,  an  abbreviation  of  the  Frencli  word  for  fjen- 
tlemen,  refers  to  two  or  more  persons  engaged  in  busi- 
ness under  a  firm  title  which  su<4-i)ests  the  ])ei-sonal 
clement,  as  Messrs.  Banks,  Street  tr  Co.  But  the  title 
^Ic'ssrs.  caiuiot  be  used  in  addressing  men  en^a^ed  in 
business  undei*  a  jjurcly  le^al  title,  as  The  Pressed 
Steel  Car  Co.  There  is  no  personal  tinge  to  such  a 
name. 

It  is  well  to  note  carefidly  that  if  a  pei'son  to  wnciii 
a  letter  is  addressed  possesses  titles  of  di^'uity  oi'  dis- 
tinction, they  must  always  be  used. 

99.  Salutation. — The  salutation  is  the  complimentary 
address  at  the  beginnin<>"  of  a  letter,  and,  in  business 
letters,  is  practically  limited  to  four  forms:  Dear  Sir: 
(ientlemen :  Dear  Madam  atid  Ladies  or  Mesdaiiirs. 
In  exceptionai  (.-ases,  as  \n  w  riiiii<4  to  go\ernmenlai  <iin- 
cials,  the  plain  and  highly  formal  Sir  is  used. 


MKcnAVlCAr,    AfAKK  TP    OF    'I'lrr.     I.F/rTKIl   .'{Si) 


.\l)l)rc'viati(Hi  ill  tiic  salutatic.ii  indicates  very  bad 
t.istc'.  and  siK'Ii  I'oinis  as  D'r,  Gents  and  .SV  slunild  al- 
u  ,1  ys  he  avoided.  I  f  M ,,  dear  Sir  is  written,  care  should 
he  taken  not  to  capitalize  the  middle  word. 

100.  liodn  of  the  letter,  ^'nxc  ^^cneral  appearance  of 
:t  letter  has  much  to  do  witli  the  effect  which  it  will  have 
npnii  the  reader.     Hence  the  arrangement  of  the  letter 
iipnn  the  sheet  with  reference  to  the  hlank  maroins  above 
aiui  I.Hou  should  be  carefully  j)laiiiied  bei'ore  a  sentence 
is  written.      If  a  typewritin^r  niachiiie  is  used,  the  mar- 
ii\m  at   the  sides  should   be  made  deep,  provided  the 
I'  tin-  is  short,  ior  a  l)rief  letter,  in  i>rint,  occupies  little 
space  and  this  space  should  he  as  near  in  the  center  of 
tlic   pa-e   as   i)ossible.     A    half  dozen   sprawlinn-   li„es 
•Hinss  the  full  width  of  a  sheet  of  paper  look  un<.-nicefuL 
The  material  shouhl  be  cmpaetly  n-rouped  into  a  dozen 
sliort  hues  SMiimetrically  bounded  by  wide  maroins. 

If  a  letter  deals  with  more  than  one  subject,  each 
sul.jeet  should  be  denoted  by  a  separate  para^rmph,  and 
each  para<,n-aph  should  be  clearly  indicated  by  a  deep 
indentation  into  the  body  of  the  letter. 

Paran-raphs  should  be  indented  an  e(iual  distance.  In 
typewritten  letters,  live  to  fifteen  spaces  is  the  usual 
■I'linMiit.  Ten  is  j)r()i)ably  the  most  common.  Jn  ad- 
'litioii.  it  is  helpi'ul  to  leave  a  wider  space  between  j)ara- 
yraphs  than  between  the  lines  within  the  paraoraphs. 

^^^i.Complinieiilar//  r/o.sr.— The  comi)linieidarv  close 
'"llmvs  the  body  of  the  letter.  it  shouhl  heoi,,'  about 
"H.lnay  l.etuee.i  the  ri-hi  and  left  marKins.  It  in- 
'^IiHi.  s  merely  the  words  Voiirs  Irnl//.  Vour.s  re.yurtfnlh/, 
J  "v/.v  rordiallf/  or  Vonrs  .sincere!//.     The  words  /  ,/,;,. 

te.liiiM'  it,  arc  unneeessarv  and  .should  1 


'lin^  I  IIIH,  ,-,    llSld 


onjer  of  words  in  tli 


pre- 
)e  omitted.     The 


e  eompjimcntarv  close  mav  I 


)e  re- 


fme- 


ii[)0 


lU  SINKSS    COUltl'.Sl'ONDl'ACi: 


versed,  as  Tnili/  //oiir.s.  J\r//  may  be  added,  i  s  Yours 
vera  trill'/,  oi-  f'crf/  Irul//  iianrs.  In  any  ease,  oidy  the 
first  word  is  eapitali/ed,  and  tlie  whole  is  followed  hy 
a  eoiniiia. 

Of  the  forms  named  al)ove,  those  ineludinn'  //•/////  are 
the  most  common  and  suitable. 

Ucspcctfulbj  is  soMU'limes  used  in  writin<^-  to  a  peisun 
who  is  your  superior  in  authority.  Jt  is  also  used  fiv- 
quently  when  a  re})ort  is  submitted. 

CunUaUif  is  occasionally  useful  as  a  variation,  and 
may  be  used  to  oive  a  friendliness  of  tone. 

S'niccrclii  should  ordinarily  l)e  reserved  for  use  in 
personal  letters,  but  sometimes  it  may  be  emj)l()ye(l  in 
business  letters  which  deal  with  matters  somewhat  out- 
side the  ordinary  routine. 

Tile  eomi)limeiitary  close  must  never  be  abbreviated, 
as  l'/-',s'  rcsp'ij. 

102.  Shnxiturc-  'Vhc  signature  comes  last,  and  1  - 
gins  just  below  the  comj)limentary  close,  and  ends  close 
to  the  right-hand  margin.  If  a  letter  comes  from  a 
firm,  the  firm  n-'cne  '  ♦^^  jicwri^^ten,  and  below  it  comes 
the  written  signature  of  the  ofHcial  who  is  directly 
responsible  for  it,  sometimes  preceded  by  the  word  hij. 
]5elow  this  comes  his  title  if  any:  such  as  President,  Sec- 
rit(ir//,  Cdshhr,  or  the  like.     This  is  also  typewritten. 

A  man"s  title,  such  as  Prof.,  Hon.,  Dr.,  lire,  and  tlie 
b'ke  should  ne\er  l)e  v.i-itten  with  his  name  as  a  ])art  nt 
his  signaiui'c.  It  should  always  be  put  upon  a  sep- 
arate line,  if  given  at  all,  and  should  be  in  full,  as  Pro- 
fessor of  (ireeh,  or  the  like. 

10.'}.  General  suL''!iest'H)Us. — A  jiostscrlpt  is  sometimes 
added,  but  P.  S.  is  no  longer  used  to  lal)el  it.  Fornurly 
the  jjostscript  was  used  to  ex))ress  some  idea  wbieli  liiul 
been  forgotten.     Now,  whenever  it  is  employed,  it  is 


.MF.(  HAMCAf,    MAKE-ri'    OF    'rHK    I.F/m'Il  .'JHl 


i 


etmics 
niu'i'ly     ^' 
cli  had 
1,  it  is 


Inr  the  sake  of  some  important   idea   tliat  the  writer 
uishes  to  make  partieuhirly  empliatie.     lor  instanee: 

KtiiiciulKr,  vou  do  not  have  to  Sfiid  one  cli;!  in    ulvaiici'. 

Only  o?ie  side  of  the  pajjer  should  he  used,  whether 
the  letter  is  written  or  typed.  A  typewritten  letter 
should  ordinarily  he  short  enough  to  «.()  on  one  page. 
If  more  are  necessarv ,  hiank  sheets  without  tiie  letter 
head  shoi  Id  be  used. 

In  folding  the  letter,  the  l)ottoni  edge  should  he  folded 
lip  and  hrought  exactly  even  with  the  toj)  edge.  Then 
a  little  more  than  a  third  of  the  letter  should  he  folded 
(«\er  from  the  right;  tiie  remainder  from  the  left.  The 
free  Q^^ye  of  the  letter  will  thus  be  slightly  below  the 
light-hand  crease.  It  should  be  placed  in  the  envelope 
with  the  free  cdiTQ  toward  the  gummed  side  of  the  en- 
\el(>i)c,  and  at  the  top. 

104.  Envclnpc.—The  envelope  is  preferablv  of  stand- 
ard size,  about  <)1  ^  inches  by  .'}!..  The  return  address 
of  the  sender  should  always  be  printed  or  written  in 
the  upper  left-h.ord  er)rner.  Usage  i)rescril)es  that  it 
shall  not  be  large  and  conspicuous,  and  that  it  shall  not 
he  used  for  advertising  purposes. 

The  address  should  begin  slightly  below  the  middle 
and  should  be  well  centered.  The  next  line  may  be  in- 
dented live  spaces  and  the  third  five  spaces  more.  The 
main  thing  to  be  considered  is  that  this  address  look 
well  balanced.  Some  concerns  write  the  address  with- 
out indentation:  this  is  advantageous  when  a  letter  has 
to  he  forwarded,  for  more  room  is  left  at  the  right  of 
the  enveloj)e  for  the  forwarding  address. 

as  follows:  first 


I  lie  order  oT   tne  address  is  usu; 


iine.  name  of  the  addressee;  second  line,  street  addr 


ess; 


.'5!)2 


i{!SlM;sS    COIiHKSI'o.NDiixci.^ 


tii.nl  hne,  city  or  tnun :  fourth  lir.e,  state  or  countrv 
C  are  slioul.)  always  hv  take.,  that  a  business  letter  aiul 
envelope  have  no  uusiohtly  hlots  or  tinoer  marks  or 
erasures.  It  .s  better  to  rewrite  a  letter  entirelv  than 
to  take  any  ehanee  ol'  marrino-  the  effect  of  an'other- 
wise  ])ertect  page  hy  one  of  these  blemishes.  Correct- 
ness and  neat.iess  in  a  letter,  as  m  all  biisiness  uses,  are 
very  important  ,n  uimiin-  a  passage  lo  the  favorable 
consideration  of  the  reader. 


CHAPTER   vm 

ROLTIXK    LETTERS 

105.  Inquiries.-Jn  ordinary  routine  letters,  by  nhich 
wc  MK-an  M.quiries,  orders  tor  c,oods,  I,nrrv-„i;  letters 
a  .  ,|K.  I,  e  ar.,1  answers  to  tl.es.,  the  n.ain  ,,ualities 
o  he  souKh  tor  are  elearness.  eoneiseness  and  eourtesv. 
(>  thes...  he  fu-st  is  hy  far  the  n>ost  in.portant.  it 
^yll  s.dhee  to  o,vc.  a  i\■^^  sn^-^^estions  in  a<l,!,tion  to  those 
iil'-fady  uivcn  in  previous  eha piers 

•v..  in.,uiry  should  he  uonled  as  hr^ellv  and  elearlv 
-  possible.  )o  not  on  ,,to  a  lono-  bisto.v  of  vonV 
alhnrs  to  explau,  why  y.„  want  i<,  know  a^tlnnu:  .„ 
''"•^■^'t'y  to  the  point.  Son.e  wrUers  sec.n  to  thmk  h 
"m'ssarA",  wh-n  writing  (or  a  eatalo,.  of  nn-sieal  instru- 
"HHts,  tor  exan.ple,  to  explain  that  tluv  have  hern  ..iv- 

;n.M,us,c  lessons  for  several  years  and' have  not  fomui 
"'stnnnentsthat.suite,lthemexaetly.  Kven  in  ansuer- 
|"ii'  advertisements,  they  iVe,,uentlv  in.lnln,  ;,.  ,i,,  ,■,,. 
i'wm^r  kind  of  prelude: 


J 


I'iMt  Sir: 

''-i.^s.n.  v.u,p,„u,,pHs.,nn,f  h.  I1„.  M.-n.l.v  Krenh,^  (;a. 
''''■'-''M.nnK,„n....,lofa^..o.l]Ii.,o.-v,,r(l,,."l-„ll..lSt,..l..s 
'  '""  r'''"^  *"  "^^    =♦■  ■^""   -"  -"«'  '•"•  H  rnt..i..^.  Witt.  sp....i 

'''■"■pl.v  .ntiTe>t..l  M,  !,i.,»„noil  uoik,  etc. 


All  ti...f  :, 


-''f^KCrTr-- 


foil 


.>.>ai  »    111   .-ill! 


owm 


M 


a  i-ase  is  a  note  like  tl 


le 


noD 


:5!I4 


BUSlNESfe    COURESl'UNDENC'i: 


IS- 


-S' 


Dkar  Sir  : 

IMoasc  xrid  iiic  ;i  copy  of  vour  citulo.^  with  specimen  shel!^ 
(if  "Siiiitirs  in\t()rv  of  the  United  States,"  as  advertised  in  the 
Monday  Evening  Gazette. 

Yours  very  truly, 

If  you  have  several  iiuiuiries  to  make  in  the  same 
letter,  give  eaeh  a  separate  paragraph. 

110  East  Tentli  street. 
Syracuse,  Nkw  York.  October  1,  1909. 
Wm.  J.  Janes,  Secrefari/ 
The  Jones  B/i.sine.s.s  School, 

Xezi'  ]'(>rlx  City. 
Dkau  Sir  : 

Before  decidinrif  to  leave  my  present  position  to  come  to  New 
\  ork  and  take  up  a  course  of  study  in  your  scliool.  I  >hould  lik. 
a  little  further  information. 

^\\\l  it  he  p()^>il)le  forme  to  tak.-  a  [xi^ition  as  hookkeeper  and 
still  carry  on  my  studies  satisfactorily? 

Does  the  school  ^ive  assistance  in  finding  positions  of  tlii^ 
sort  r' 

Is  any  de<^ree  cfiveii  upon  sat  isfadory  completion  of  a  rcfrular 
course? 

I  sliajl  oi,;.t|_\    .ippreciate  a  }irompt  aiisurr  to  tlie-e  ni(|Uin. - 

^'oiirs  very  truly, 

.Ja.mks   Smith. 


In  all  incjiiirits.  hi'  courtcons  hul  to  the  point,  it  is 
unnecessary  to  insert  eornplirnt  iitary  adicctixcs;  sueli  as. 
"ynui-  cr/xrl  advice,"  "yoin-  valiKihIr  experience."  "your 
fttnilisrcmlin;:;  att*  ntion."  Xo  apology  is  lut  di  d  Idi  aii 
honest  in(|uiry.  atid  a  fawning  attitude  docs  not  raise 
yon  in  the  estimation  of  your  reader.  Stale  your-  husi- 
ness  and  ha\c  done  with  it. 


lioriiNi:  i.i;'i'i'i:ijs 


:{!).■ 


!()(!.  Ordcriiif/  goods. — In  an  on^.er  fnr  i^oods  there 
are  six  simple  but  important  lequiremeiits. 

(iive  all  details  siicli  as  size,  style,  (jiiality  and  the 
like,  that  ean  i)e  ol'  liel[)  in  filling  your  oi'der  pr()i)erly. 
In  the  case  of  a  hook,  the  title,  author  and  puhli-iier, 
and  sometimes  the  edition  or  hinding'  are  necessary 

11'  there  are  several  ai'tieles,  arrange  them  in  the  form 
of  a  list  with  a  se])aiale  paragraph  to  each  item. 

State  how  money  is  sent  and  what  the-  amount  is,  or 
explain  how  you  wish  to  make  |)aynRnt. 

State  how  you  wish  shi[)ment  to  lie  made:  hy  mail, 
exj)ress  or  freight. 

If  you  need  the  articles  before  a  certain  date  sj)eeil'y 
this. 

Do  not  neglect  to  w  lile  in  full  both  the  address  of  the 
tirm  to  which  the  order  is  directed,  and  your  own  ad- 
dress. 

107.  Examples. — Tlie  following  is  an  examj)le  of  a 
|M)orly  written  hlter: 

SOMK-'VII.I.K,  I'M).    If)      '09. 
r.tt  Hros. 

I'hUii.  I'a. 
Dkab  Sirs: 

I'Icuse  send  .it  oiKr  n  do/cii  f'nilt  i.ii>,  a  j);ic'k(ige  of  wrlt- 
'"K  |"i|"-''"  -'"id  i'n\(  lo|)(s,  u  |>air  ot  lna\v  ^ll(>e•.^,  six  I'ukes  of 
so.ij)  jitid  ii  |)i)>t  card  .dlimii.  I  iir<  d  I  he  tilings  now,  so  hurry 
•'■•■iM  aldii^' and  I  ulll  pav   Hit   liili  win  11  llii\   airivc. 

\  <uirs, 

JaMKS    SiI  1.\  I.IN. 

.\one  (d'  the  -utii'lcs  mentioned  arc  (hseiiiied  sulli- 
ciently.  'I'he  writer's  addiess  is  not  complete  since  the 
stiite  is  omitted.     "Dear  Sirs"  for  "I  ientlcmen"  is  not 

* "^ r~* ,"         '      ' 

is  sadlv  (hiicicnt. 


1 

i 

^  "ii 

1 

,    .lii 

hbb 

iM 

m 

1^ 

Uk 

!     !!' 


:m\  BUSiNKss  (okki.si'ondence 

The  same  letter  ])iT)|)erIv  written  would  read: 

SoMKUviLi.K,  N.  J.,  I    oru.irv  IG,  I'JOl). 
J.itt  Bros., 

PhUaddphia,  1 
Gextlk.mkx  : 

Please  send  me  tin  t'ollowiiiir  .irticles  hv  A<luiiis  Express  u> 
soon  as  possible : 

1  (ioz.  Mason  fruit  jar^.  ijuart  sizi' ; 

One  1)()\;  of  irloss  fini>li,  unruled  whitf  note  paper  and  eiivel 
opes,  about   W  cent-^  in  price; 

A  pair  of  heavy  worknian's  >li<)e>.  ni/.c  S.  ludad,  wortb  ^'J..")!); 

Six  cakes  of  lOcent  'i'ar  Snap; 

An  album  lar<^e  enoui^'li  for  ,")()()  po>t  iard>,  plain  (.'over,  at  :<1 
or  $1.^"). 

Enclosed  von  will  find  a  mone\  ord(  r  for  S(i.  A>  vou  pa\  ex- 
pros  diaries,  I  will  a~k  you  to  I'l fund  any  balance  due  me. 

\  our>  truly, 

.IaMKS     SlIKVMN-, 

It  would  be  IK)  ti-()ul)le  I'or  tlie  i-eee!\cr  to  fill  an  ord'  r 
St)  clearly  and  completely  descrihed.  And  the  manner 
and  means  of  shi|)nuiit  and  |)aynient  are  down  in  black 
and  white  in  such  form  '.hat  the  most  heedless  clerk 
Avould  have  no  excuse  I'or  making-  ;.  mistaki'. 

lOH.  KnclosiiKj  nioiuif. — There  is  a  I'isk  in  sendin,<jf 
money,  unsecurid,  by  mail,  win  tin  r  in  bills  oi-  coin.  It 
is  usually  safe  to  enclose  ;i  one  or  two  dollar  bill  in  an 
ordinai'y  envelope,  but  a  cluck,  postal  moru  y  oi'der.  bank 
draft  OI-  express  money  ordci-  oii.-nantees  deli\(r\'  and 
does  not  cost  much.  Sinus  from  li\e  dolhirs  up  should 
always  be  sent   by  one  of  these  methods. 

Amounts  under  one  dollai-  mav   usuallv   be  sent    in 


1  ! ...       l.i  I  ! 

■'  i't\        i  4  i  i  i  V    i 


I'crred.      Stam|»s    of    higher    denomination     than    t 


U  II 


it! 


i 

i 


ROUTINE  LETTERS 


3i)T 


(Kits  air  soinetinies  difficult  to  use,  aiul  slunikl  not  he 
scut.  In  .s('iulin«4-  money  to  forei^rn  countries,  never  nijiil 
I  lilted  States  stamps,  for  they  will  he  of  no  value  to 
till'  reeei\er. 

Ill  sciidiu',''  stanij)s  always  insert  a  sheet  of  oiled  paper 
against  the  gummed  side  of  the  stamps.  If  this  pie- 
caution  is  not  taken,  a  rainy  day  and  a  careless  mail 
c(il!cctor  may  l)rin«^'  your  letter  to  the  receiver  in  a  value- 
less state.  Stamps  stuck  tot^ether  are  I'ood  for  the  waste 
liaskct.  It  is  a  ^ood  ])lan  to  place  the  stamps  in  a 
>'  parate  envelope,  noting*-  on  the  enveloj)e  its  contents 
and  the  amount.  The  envelope  should  then  he  folded 
ii.t.*  the  letter. 

Never  send  coins  hy  mail  unless  they  are  fastened 
>((airt!y  in  a  slotted  sheet  of  cardhoard.  Nothing 
larger  than  a  t\\(.nty-fi\  e  cent  [)iece  sIk  ild  Ix  sent  in 
tins  fashion. 

Tor  lar<re  sums  checks  or  drafts  are  the  proper  ve- 
hicles. Peisons  possessing-  private  I'heckin;^''  accounts 
can  usually  i)rocure  hank  drafts  of  the  cashier  without 
!  \tr;!  char<^e,  and  the  expense  to  otiicrs  is  ordy  a  matter 
"i  a  few  cents.  Hank  di'afts.  like  e.\])ress  and  rniled 
States  ni')niy  orders,  are  |)ei-t'ectly  sal'e.  and  if  they 
'^l!llul(l  he  lust  or  hiiiiicd  cnroiite,  the  pionev  can  he  re- 
ciivered. 

Ill  scndiny'  money  ])y  mail  it  should  he  stated  in  tlie 
It  Mcr  in  exactly  what  form  you  are  mailing'-  tlic  money, 
whether  in  stamj)s,  hills,  cheek  or  draft.  Should  anv- 
tliiti^  happen  to  the  money  alone  while  on  the  way  this 
I'lccnution  may  be  a  valuable  clue  in  tracing  the  leak. 

it  is  well  to  write  hclow  tiie  letter  at  the  left  hand 
side  the  abbreviation  Kncl.,  to  indicate  an  enclosure.      If 

;.:)!}   erieiose    iv-r,   ;;;    ;;i;;r;    ciiCCKH 

fuicL,  3  End.,  etc. 


\'1L11VI  irill/VI.1        »*11L\> 


il; 

11 

11 

•  ;'j8*aw 

ninU 

■ 

PI 

w 

■  g 

m 

m 

;39H 


JH  sim:ss  (  ()Uiu:si\)M)i:n(i: 


U 


IP 


1 

f 


SKi, 


Wi^ 


100.  ITii?T//-uj)  letters. — After  an  order  has  l)eeu  sent 
to  a  firm  and  some  time  lias  elapsed  without  the  receij)t 
of  the  o-oods.  it  is  often  necessary  to  send  out  a  "iiurr\  - 
up"  letter,  in  which  yf)u  m-tie  that  the  transaction  1)l' 
completed.  In  Ktteis  of  this  kind  it  is  mcU  to  he 
coui-teous.  Xotliinn-  is  gained  hy  casting-  slurs  u[)()m 
the  husiness  methods  of  the  firm  or  upon  their  motives, 
lint  it  is  also  well  to  indicate  that  this  particular  case 
may  pro\e  an  un])leasant  exam))le  of  the  firm's  business 
methods,  and  is  of  much  real  aimovance  to  you.  It  is 
preferable  to  ask  them  to  "hurry  up"  as  a  business  prin- 
ciple, rather  than  as  a  special  favor  to  you.  However, 
it  is  sometimes  helpj'ul  to  point  out  the  urgency  of  your 
necessities. 

()rdinaril\,  the  letter  would  begin  by  giving  the  cir- 
cumstances which  lead  to  the  hitrri/-iij).  The  details  iii 
regard  to  the  order  should  be  given  clearly  and  exactly. 
If  it  was  not  acknowledged,  it  sliould  be  repeated  en- 
tirely, as  it  may  not  have  reached  the  addressee.  Other- 
wise it  is  enough  to  give  the  date  and  nature  of  it.  Fol- 
lowing this  a  brief  statement  that  you  would  like  to  know 
the  cause  of  the  delay  is  usually  enough. 

If  the  first  letter  is  unpr()ducti\e  of  results,  a  scco'mI 
and  a  third  may  be  sent.  Tliese  will  be  worded  in  a 
manner  that  may  be  more  irritating,  in  a  degree  to  vary 
with  the  seriousness  of  the  case.  But  even  in  these, 
courtesy  should  be  observed.  It  would  not  be  wise  to 
write: 

Dfar  Sir  : 

I  liavc  hrnii^ht.  to  voiw  attention  several  times  a  matter  whiih 
YOU   have  seen  fit,  to  ifrnorc.      I  do  not  know   wliat  kind  of  u 


a: 


1  I  1  1  •-      I    .  t   :i   

piaci-  yr.u  ^vi  :-;    :;;;;;;^:i;    ;;;;   ;n.  :;;;;    ;l  t;i  ;  ; 

(k'cciifv  \'()iil<l  (Irniund  a  njilv  fr<  mi  you. 


n,..i.  i; 


ROUTINE  LETTEllS  .'JiM) 

Much  better  would  be  a  reply  in  the  following  tone: 

I)i:\ii  Sir: 

For  some  reason  I  liavo  received  no  reply  to  the  letters  I 
li.iM'  >ent  to  you  in  reiranj  to  my  order  of  November  1.  Tliat 
ni-on  you  douiitless  can  tell  me,  and  I  slioidd  very  much  appre- 
(i.itc  the  courtesy  of  an  ininn  diate  answer. 

I  Iiis  kind  (d"  htti'i-  is  equally  suitable   in  any  case, 
where  yoiu-  letters  luuc  '•eni.tined  unanswered. 

It  is  well  to  rcfjuest  an  immediate  answer,  in  any  case. 
1 1'  you  can  secure  a  reply  and  a  promise  from  your  cor- 
rcs])()ndent,  he  is  more  likely  to  hurry  about  filling  this 
order. 
lit).  Examples. — 

I 

October  30,  1909. 
Mi'.'isrx.  Graif  and  Brorcn, 

Providence,  R.  I. 

Gi  XTI.F.MKN  : 

We  have  I)een  greatly  surprised  at  our  failure  to  receive  the 

t'liur   porcelain    lined   bath-tubs,   No.    8,   ordered   from   you   on 

Odohcr  10.      We  are  in  great  need  of  these  at  the  present  time. 

I'lia^e  let  us  know  immediately  just  how  the  order  stands  and 

wliin  you  can  make  shipment  so  that  we  may  know  what  we  can 

coimt  on.  ,T         .      , 

Very  truly  yours, 

Amks  Bhos. 

n 

Novemijcr  (),  1909. 
.U(  «w,s-.  Graji  and  Brown, 

Providence,  R.  I. 
Gextlemf.x  : 

Oil  October  10  we  sent  you  an  order  for  four  porcelain  lined 
bath-tubs.  No.  8,  to  be  shipped  as  soon  as  possible.  On  October 
30  we  wrote  asking  wiien  you  could  make  sliipment,  but  have 
rcciivcd  ,i()  repiv. 


■f 


100 


IMSI.NKSS    COHRKSl'ONDKNCE 


m 


Nearly  a  month  has  now  passed,  and  we  are  suffering  t^n  at 
inconvenience  from  the  delay.  You  have  certainly  had  lime  to 
answer  our  iiKpiiries,  and  we  nui>t  ask  you  to  give  tlie  matter 
immediate  attention. 

Unless  we  can  h;ue  the  goods  li\  NOvemlier  "[2,  we  shall  he 
compelled  to  cancel  our  order. 

Very  tiuly  yours. 

Aaies  Bros. 


I'ii' . 

if" 


lii 


CHAPTER  IX 

ror.I.F.C'TION-    LKTTERS 

111.  Txco  objects  of  collection  /r//r/-.9.— Collection 
letters  illustrate  all  the  most  important  truths  ahout 
Bi.siness  Kn^^lish  coni])osition.  Their  purpose  is  the 
•liiect  profit  of  the  writer.  IJut  this  profit  is  not  oh- 
tained  unless  the  niessa^^e  impresses  the  reader;  unless 
it  is  adapted  to  him.  Dehtors  are  of  many  classes.  The 
methods  that  induce  one  to  pay  will  have  no  effect  on 
another.  It  is  necessary,  therefore,  to  study  at  least  a 
few  typical  classes,  and  find  out  what  ar^ninients  and 
what  tone  are  most  likely  to  ])roduce  the  desired  result. 

We  must  rememher  that  the  desired  result  is  not  sim- 
ply tiie  payment  of  the  particular  !)dl  in  question.  The 
friendship  of  the  dehtor  and  continuance  of  husiness 
with  him  are  almost  always  necessary.  If  our  collection 
letters  hrou^dit  in  the  immediate  cash  hut  destroyed  all 
(Ii.ince  of  future  trade,  they  would  he  most  inefficient. 
So  \\e  must  always  write  with  two  objects  in  view:  to 
eolkrt  the  money  as  quickly  as  possible;  and  to  do  it 
without  givin^^  ofTense. 

It  fortunately  happens  that  the  t\vo  objects  are 
usually  consistent.  A  courteous,  tactful  recpiest  brings 
in  more  cash  than  a  brutal  or  insultin^r  demand.  Amer- 
icans are  all  very  much  alike  in  resentin^r  nn"^dit  even 
when  accompanied  by  right.  Those  who  collect  money 
li;uc  learned  by  experience  that  even  when  the  debtor's 
friendship  is  not  valuable,  it  is  unwise  to  arouse  his  an- 
••ap:nnisni.  And  they  have  iearned  that  it  is  usually 
better  to  subordinate  "/"  and  emphasize  "//ou  " 

l\-26  401 


"""■ 

iu^mjiMA 

402 


BUSINESS    (ORRKSrONDKNCE 


T'l.o  iniportancT  of  the  two  ohjects  of  a  collcctif)n 
letter — ^ettiiii^'  the  money  and  keej)iiig  tlie  friendship- 
is  relative.  It  varies  with  the  nature  of  the  husiiiess, 
witli  the  money  value  of  the  eustomer's  trade,  with  the 
eharaeter  of  the  eustomer,  and  with  the  length  of  time 
the  aceount  has  been  standiti^.  These  factors  shouhl  In 
considered  before  we  can  take  up  intelh^ently  the  study 
of  different  tyjies  of  collection  letters. 

112.  MctJiods  of  nifinufactiircr  and  tchnlcsalcr.-  'l\ 
various  kinds  of  business  re(iuirin,<j  collection  letters 
may  be  divided  into  two  main  chisses:  those  that  ex- 
pect repeat  orders,  a!id  those  that  do  not.  In  the  first 
class  are  manufactin-ers.  wholesalers,  and  jobbers,  re- 
tail stores  that  do  a  credit  busi»i''ss,  and  most  ])rofes- 
sional  men.  In  the  second  class  die  installment  houses 
that  sell  by  mail,  certain  professional  classes,  and  deal- 
ers in  such  specialties  as  advertisin*)-  novelties  and  eal- 
endars. 

It  is  clear  tliat  the  first  class  must  be  more  careful  not 
to  ^ive  offense  than  the  second  need  be.  Too  ,L,nTat 
vi^or  in  dunning*  a  debtor  may  result  in  the  loss  of  him 
as  a  customer.  The  prf)bability  of  this  is  small  with  the 
manufacturer:  but  with  the  department  store  or  the 
small  tradesman  or  the  dentist  it  is  very  ^reat. 

Consider  the  ])eople  with  whom  they  deah  The  man- 
ufacturer deals  with  (hbtors  who  have  debtors  of  their 
own.  They  are  familiar  with  business  conditions  and 
requirements.  ^dore  important,  they  have  business 
reputations  to  maintain.  He  is  therefore  able  to  en 
force  strict  obedience  to  liis  credit  re<,ndations.  Fre- 
(juently  his  position  is  such  that  he  need  use  no  litters, 
If  he  does  use  them  they  are  >  ■nii)ly  to  collect  the  money. 
Friendship  hardly  enters  the  (juestion. 

The  wholesaler  and  jol)ber  are  iti  much  the  same  posi- 


COLLKCnON    Ll/I  TKHS 


K);{ 


tioii.  Imt  tlic  retailers  with  whom  they  (hn]  are  hdiind  to 
tlKiii  Ity  eloser  personal  relations.  Often  these  retailers 
are  small  cfjiicerns.  imhiisinesslike  in  methods  and  of 
mseeiMT  credit.  With  sueh  dehtors  friendshij)  is  a  more 
iiiiportanl  faetor.  It  is  not  usually  possihlc.  therefore, 
to  send  a  draft  as  soon  as  an  aeeouni  oasses  the  due 
(late.  Nor  can  the  letters  simply  exaet  immediate  pay- 
iiitiit. 

Il.'J.  Mclh.ods  of  nlaihr.'  -T\w  eustomers  of  the  re- 
t.iilcr  are  even  less  likely  to  !)e  thorou.i^hly  familiar  with 
I'lisiness  methods  and  accustomed  to  ])rom])tness  in 
nurtiii^r  their  ohlinations.  3Iany  of  them  are  women, 
Mii^itive  to  real  or  fancied  insults,  and  yet  inclined  to 
hike  advantao-e  of  credit  leniency.  Too  ^reat  uroeney 
11  Inrciiin  ])ayment  is  likely  to  offend  them  and  result 
ill  flic  loss  of  their  trade. 

C'onsidcr  how  the  storcs--])articularly  department 
^t()res— emj)hasize  the  personal  element  in  dealing'  Avith 
their  customers.  They  provide  rest-rooms,  tea-rooms, 
nniccrts  and  the  like  for  their  ])atrons.  They  make 
niiicli  of  friendship,  and  they  cannot  afford  to  lose 
it.  Their  collection  methods  therefore  siihordinate  the 
|uiriK)sc  of  <retting-  the  money  to  that  of  retaininn-  o-ood- 
will. 

Tile  le!i<rth  to  which  they  carry  this  policy  depends 
in  some  extent  on  the  money-value  of  the  customers. 
These  arc  usually  of  three  classes:  those  who  are  liarely 
entitled  to  credit;  those  who  come  within  the  great  mid- 
'llc  class:  those  who  are  wealthy  a?!d  whose  credit  is 
•"ibidernj  ".ailt-ednv."'  The  first  class  receives  least 
"iiisideratidii;  the  third  class  may  ^c,  to  almost  any 
■'iiit  ill  (lelavino-  i)a\iiient  hcforc  heimr  hrnuolif  im  nit). 
i  sliarp  turn. 

Jlicti  the  character  of  the  customer,  as  shown  hv  his 


{    :•• 


ti- 


!l 


m. 


\:.k. 


m 


K)t  BUSINESS    COERKSPONDF-NCE 

previous  historv  or  l)y  liis  action  in  this  case,  tias  some- 
thiii^r  to  do  with  his  treatment.  Here  a^aiti  we  have 
three  main  tyi)es:  first,  those  who  are  sh)w  hut  sure  pay; 
second,  tliose  who  intend  to  pay  but  are  dehiyed  by  niis- 
i'ortune;  third,  those  who  wilfully  eva<le  ])ayineiit. 
Tiiese  same  types  are  found  anion^-  the  debtors  of  ik  arly 
all  eoi\eerns,  whether  wholisale  or  retail. 

The  treatment  deiK'iids  also  on  the  credit  ])oliey  of 
tlie  firm  and  the  length  of  time  the  account  has  been 
due.  Some  firms  are  very  ri,u-id  and  do  not  ])ermit  ileht- 
ors  to  delay  jjayment.  Others  wait  a  lon^-  time  l)el'ore 
usin"-  drastic  measures,  or  li'oin^u^  outside  their  own  or- 
franization  for  help  in  collecting. 

Installment  houses  that  sell  i)y  mail,  and  other  con- 
cerns that  have  ])etty  accounts,  are  usually  harsher  m 
their  treatment  of  debtors  than  the  ordinary  mereantilc 
house.  The  repeat  order  is  less  likely,  and  there  is  con- 
sequently less  need  of  keeping  friendship  with  the  cus- 
tomer. 

In  all  eases,  however,  of  collection  by  mail— whatever 
the  nature  of  the  business,  and  whatever  the  character 
of  the  debtor— there  arc  ordinarily  three  types  of  letters 

used. 

First  there  arc  formal  notifications  that  remin.l  the 
debtor  of  his  oblination,  ])ut  do  so  in  i  purely  imper- 
sonal and  mechanical  style. 

Second,  there  are  personal  appeals  that  are  directed 
to  the  individual  and  give  him  some   reason   why  he 

sliould  pay.  ^     -,    e     ] 

Third,  there  are  tinrats  of  a  change  of  metbod  ot  col- 
lection. 

T!,,.  ,,,,,,.].-.•  -f  cncb.  that  is  i:sed  depends  on  the  man} 
factoid  Kiven  above;  so  likewise  does  the  eonstnictioii 
of  the  individual  letter. 


roTj.ECTioN-  ij/rrrjis 


•lo; 


lU.  Si/sliin  ill  collection  letters— XMuvc:  takin^r  up 
tlusc  types  of  k'tters  wv  slioiild  c-onsidtr  tlic  system  to 
he  used.  'I  '  system  is  metre  important  in  seeurin<'- 
i^nnil  results  than  is  the  eomposition  of  the  letters  them- 
selves. Just  as  the  ])ersonal  eolleetor  finds  that  he  ean 
cdlleet  money  more  easily  when  ills  visits  are  regular 
;iiiil  well-timed,  so  likewise  letters  ])roduee  best  results 
will II  they  are  sent  with  maehine-like  precision.  Even 
thoiiyli  the  tone  is  not  vigorous,  the  eontinual  reminder 
i^\  the  "(hms"  that  e(;me  as  reffularly  as  pay-day  and  as 
inexorahly  as  i'ate  stimulates  the  dilatory  debtor  to  part 
with  the  cash.  And  if  a  man  makes  a  promise  to  pav 
on  a  certain  (kite,  a  letter  should  arrive  about  that  date 
to  hold  him  to  the  promise. 

It  is  a  universal  ex])erienee  that  if  a  debtor  is  left  un- 
disturbed by  collection  notices  for  any  <,n'eat  length  of 
time,  either  because  they  <ire  not  sent,  or  because  a 
clian<re  of  address  prevents  him  from  receivin^r  them, 
tile  work  of  colleetin^r  from  him  is  made  doubly  hard. 
Even  thou<rh  he  does  receive  the  whole  series  of  letters 
ultimately,  they  do  not  have  the  same  effect  whe(>  he  re- 
ceives them  in  a  bunch  that  they  would  have  had  if  de- 
livered to  him  at  reoular  intervals.  The  constant  drop- 
l-inu  of  water  Avears  away  the  stone,  whereas  the  flood 
iiitrelv  washes  it.  The  repeated  impression  is  the  most 
essential  thin^r  in  collecting'  by  mail. 

'I'lie  letters  themselves  should  l)e  arrano-ed  in  a  care- 
fully ^n-aduated  series,  be^innin<r  with  the  formal  noti- 
fications and  endinjr  with  the  threats.  The  tone  should 
become  harsher  and  the  ar<ruments  stronger  as  the  series 
proceeds,  so  that  the  effect  will  be  climactic.  The  num- 
I'er  of  letters  Mill  be  determined  bv  the  factors  liiven 
above. 

H:>.  Formal    notifications. — Of  the   three    types  of 


hk; 


Bl'SINKSS    COURKSPONDKNCE 


collection  letters,  rornvil  notifications  are  tlic  most  ex- 
tensively used.  T'kv  are  suitable  in  all  kinds  of  busi- 
ness, and  in  sonic  no  other  letters  are  necessary  or  de- 
sirable. In  any  case,  they  should  precede  personal  ap- 
peals or  threats. 

The  formal  notification  is  <lisl:in<;uished  by  its  lack  of 
personality.  It  is  one  of  the  few  kinds  of  liusiness  Kn^^- 
lish  niessa.yes  that  should  not  have  this  element.  The 
reason  for  this  is  the  fact  that  a  ])ersonal  recjuest  for 
money  is  likely  to  ^iNc  offense.  No  honest  man  en_jo\  s 
hein^'  dunned.  He  resents  even  the  su)^-<>estion  that 
he  is  slow  in  })ayin<4-.  and  he  feels  that  he  is  l)ein<^-  singled 
out  for  attack.  The  personal  recpiest  introduces  a  new 
and  unpleasant  note  into  the  friendly  relations  that  have 
existed  between  debtor  and  creditor. 

The  formal  notification  avoids  this  by  hein^-  strictlv 
impersonal.  It  is  as  much  a  matter  of  routine  as  the 
mop.thly  statement.  Indeed,  it  is  fre(iuently  oidv  a  rub- 
ber stamped  reminder  at  the  bottom  of  the  monthlv 
statement,  readin«.'-  'Past  Due:  ])lease  remit,"  or  the 
like.  The  exact  wording'  is  unimportant,  so  lon^  as  it 
is  di<»nified  and  formal.  It  should  not  be  |)en-writt(  ii 
or  |)ersonally  tyjjcwritten.  The  moment  this  is  done  llu 
ni' ssa^e  becomes  jx  isonal.  and  personal  apj)eals,  to  Ik 
either  inofl'ensi\ c  or  efreetise.  re(|uire  different  treat- 
ment. 

Tlu-re  are  a  few  whob  sale  houses  dealing-  with  ditli- 
cult  and  irresj  MUsible  retailers  that  have  found  a  lead- 
pencibd  Please  i(iiiif  ,!  \eiy  ttVicti\e  dun.  It  rarely 
fails  to  pKiMike  a  reply  of  some  sort,  but  Ibis  is  pre- 
eiselv  because  it  is  so  disenuileous.  It  ^bould  ne\ ci'  be 
ustd  on  (It  btol's  wiidse  yood  will  is  worth  kee])irin'. 

Mo!'i'  diyiiili((l  Iba'i  llie  rubbei--st;uiii)ed  reminder  is 
tiie  |iinii(ii  ihmc  wiiji  iiiaiiks   i(i|-  the  amoiini   and  dale. 


COLLECTION    LETTERS 


401 


Its  form  indicates  tliat  it  is  sent  to  many  otlier  jjcople, 
.111(1  that  it  is  iiKM-ely  a  jjart  of  tlio  rc-«>iilar  machinery  of 
the  concern:  hence  it  can  hardlv  oll'end.  Its  wording 
is  hrief  and  ahnost  stilted,  l^ersonal  pronouns  are 
axoided.     I'lie  follo\vin<r  formal  notification  is  tvpical: 

r,ir<!()ii   us   for  calling  your   attintiou    to    vour   account   of 

for  the  nioutli  of wliich  hns 

(loiil/tliss  iscapcci  vour  attention.     \\\'  sliaJl  ai)i)n-ciate  a  re- 
iiiittaiice. 

Very  truly  yours. 

.Jonas  Wii.dkk  &  Com  pax  v. 

Tile  severity  of  the  tone  d.  jjcnds  upon  the  nature  of 
the  husiness  and  the  nuniher  of  such  notifications  that 
I  have  already  heen  sent.  Department  stores  are  com- 
paratively mild:  and  usually  send  out  several  formal 
iintifications  hefore  chan<,nno  to  other  methods  of  col- 
li ct  ion.  Three  renu'nders  is  the  average  numl)er:  tlicre 
may  he  more  if  the  customer  is  particularly  valuable 
and  of  excellent  credit. 

If  the  formal  notifications  fail  to  produc  results,  the 
departmciit  store  usually  calls  into  ser\  ice  the  ])crsonal 
colhctor  rather  than  the  correspondent.  This  is  made 
possihie  l)y  tlir  I'act  that  the  store's  customers  live  m  ithi.i 
a  comparatively  shoit  distance,  an<;  the  j)irs(.nal  col- 
lector can  handle  the  situation  with  less  possihility  of 
Mivin«4-  olViiise.  Sometimes  the  store  uses  sonu  ruse  to 
lead  the  dchtcr  to  m-ke  ad'iustmcnt  xolunt.irily. 

In  sotni'  I'orms  of  husiness  an  e\  <  n  greater  number  of 
t'nrmal  notifications  is  iisrd,  but  oi-dinarily  tliiN'  ni-e 
fewer.  In  all  cases  they  should  bicnuie  iricnasinMK 
severe  in  tone,  thou.^h  still  imjx  rs(uial.  if  tluv  do  rutt 
pn.diici  nsulls.  they  at  least  ,»a\c  tlu  wav  for  the  per- 
Mtnal   appeal,   which    vith-.ul    them   would    be   likely   to 


40M 


lUSIXESS    CORHKSPONDKNf'K 


Mi'i 


m^ 


antagonize  the  debtor,   and   Mould   eertainiy   lack  the 
force  that  comes  froni  the  repeated  impression. 

110.  Personal  appcals.—'if  formal  notiiieations  fail 
to  secure  response,  and  it  is  the  ])oliry  of  the  C(Uicern  to 
continue  the  method  of  collecting-  hy  mail,  a  personal 
apj)eal  l)ecomes  necessary.  This,  like  most  other  busi- 
ness messa<res,  is  adapted  to  tlie  reader  in  lan^iin<^e  and 
tone,  and  attempts  to  brin^-  about  a  closer  relationshij) 
with  him.  The  personal  ])ronoun  "you"  is  emj)hasize(l. 
An  api)eal  is  niade  to  the  common  instincts  of  human 
nature. 

The  most  im])ortant  of  these  instincts,  from  the  col- 
lector's point  of  view,  are  synii)athy,  justice,  self-inter- 
est, and  fear.  The  last-named  is  ordinarilv  reserved  for 
threat  letters,  and  will  be  discussed  under  that  heading. 
The  value  of  the  other  three  depends  uj)on  the  character 
of  the  debtor. 

117.  Appeals  to  si/'ii  path //.—  The  appeal  to  sym- 
pathy is  the  most  fre(iuently  used,  but  least  valuable  of 
all  collection  a])])ea!s  \\\  tell  the  reader  that  we  should 
be  wiDinn-  to  wait  longer  for  our  money  were  it  not  for 
the  fact  tliat  we  have  heavy  bills  to  meet,  notes  coming 
due,  or  olher  oblio-ations  which  rcipiire  iinmediate  col- 
lection of  outstandin.Lf  accounts.  The  dilliculty  here  is 
t!-:U  this  prciclaiiiis  our  weakness  (either  true  or  falsi  1 
and  puts  the  burden  of  the  re<|uest  upon  oin-selves  in- 
stead of  upon  the  riadei'.  whi  re  it  belon^^s.  in  addition 
it  141 -IS  him  :.u  opportunity  lo  tell  a  hard  luck  stor\  in 
reply.  a;id  say  that  his  failure  to  pav  is  also  due  to 
financial  embarras>-m  iits.  and  that  he  will  pay  as  soon 
as  he  is  able  to  collect  what  is  due  him. 

Th(  appeal  to  sNUipathy,  however,  if  ri<.>l,tl\-  use*!. 
can  be  madi'  etVeetive.  At  wor^t.  it  is  unlikely  to  offerxi. 
In  ail  cases  the  bcjj^gin^-  tone  should  be  earefullv  avoidid. 


>-CS?^ 


COLLECTION   LETTERS 


409 


iii't  only  because  it  is  witli  the  majority  of  people  a  poor 
arL,niiiieiit,  hut  hecause  it  is  not  likely  to  l)e  helpful  to 
fill-  further  interest  of  the  coneern.  A  continual  use  of 
it  is  simply  like  the  sliepherd  hoy's  cry,  "The  wolf!  the 
\\vlf !"  After  a  certain  len^rth  of  time  it  ceases  to  have 
any  effect,  and  when  there  is  a  real  occasion  for  its  use 
it  is  unheeded. 

The  appeal  to  sympathy  is  properly  made  when  the 
writer  calls  attention  to  the  fact  that  a  hr^c  numl)er  of 
small  accounts  run  into  hio-  H<r,,rcs  and  that  the  presence 
of  them  is  embarrassing^  It  is  also  pro})erly  used  when 
tJK-  reader  is  made  to  feel  that  the  writer  is  willing  to 
( xtend  to  him  every  reasonable  consideration  if  he  is  in 
(linicult  circumstances,  but  that  the  payment  of  a  part 
of  the  amount  would  be  appreciated.  This  appeal  can 
Ik'  used  when  the  writer  knows  of  conditions  that  would 
he  likely  to  affect  the  debtor,  such  as  poor  crops,  strikes 
in  the  manufacturing  district  in  which  he  does  bushiess, 
nr  other  similar  cases.  The  appt-al  to  sympathv  here  is 
rather  an  extension  of  sympathy.  It  gniards' against 
excuses  by  making  them  for  the  reader  in  advance. 

The  appeal  to  sympathy  is  also  properly  used  by 
•iVai.rs  in  small  towns  where  the  i)ersonal  relationshij) 
iKtuci-n  creditor  and  debtor  is  very  flose.  Kvfu  in 
I.irgcr  cities  certain  classes  of  trades  people,  such  as 
t.tilois  and  laundries,  find  it  most  serviceable,  because 
tliey  do  ru.t  fear  the  loss  of  dignity  and  (h)  fear  the  loss 
•if  eustom-j's. 

IIS.  Apinals  In  Ihr  .sr/'.sr  ,;/  ju.st'ur.  -Much  better, 
1"  ihe  majority  of  cmscs.  is  the  appeal  to  the  sense  ot' 
justice.  We  call  attention  to  the  unilormlv  courtcoiis 
''■•■■•'•""•"♦.  >l'»'  'I'lality  of  the  ^innh,  and  the  excellent 
^ct'\  ice.  ill  return  f"->r  uljifl'.  \ 


......  ,, 


II         ,     -..■■"^lii    iTTiV    JUMIS 

'■'•  rxpecf,.,!.     We  may  point  ou»  that  this  confideiice  m 


k 


sr 


fUA 
M 


410 


BUSINESS    COPRKSrONDEXCE 


prompt  ])aynient  is  the  romuiation  ot'  the  credit  system, 
and  that  further  dehiy  on  the  (lel)torV;  part  w  ill  impair 
that  eoiifidenee. 

We  must  always  be  careful  to  avoid  any  implication 
that  he  does  not  intend  to  ])ay.  ^Ve  take  it  for  granted 
that  he  expects  to  j)ay  sometime,  and  merely  desire  that 
he  make  that  sometime  //ore.  If  this  is  done,  and  the 
tone  of  the  letter  is  courteous  aiul  fi'ank,  there  should 
he  no  likelihood  of  arousing  antagonism. 

Sometimes,  in  letters  of  this  kind,  a  certain  amount 
of  sales  talk  is  given.  The  writer  mentions  some  ex- 
ceptional \alucs  he  is  offering  and  invites  the  reader  to 
include  an  order  with  his  remittance.  This  serves  to 
show  that  the  reader's  interest  is  kept  uppermost  in  the 
writer's  mind,  and  guards  against  his  feeling  that  he  is 
being  ])ersonally  (hmned.  It  is  always  wise  to  maintain 
his  point  of  view  in  order  to  make  the  right  impression. 

The  following  is  a  good  exam[)le  oi  die  a[)[)eal  to  the 
sense  of  justice. 

Dfau  Silt : 

l-'or  some  ri'Hsoii  we  li;i\i'  tint   rccrlvcd   voui"  cluck  for  your 

iifcoiiiit   of iHiw  two  mo  lit  lis  (»\(i(luc.      What 

is  t lie  nasoii ? 

Siirtiv    till'  ^fiods  wt  re    |)trf(,t!v    satisfactory,  or  wc  sliotiKi 
lia\c  liiard   from    vou  1)»  fore  this   tim<'.      ^ Hii   know  our  iinaii 
•ihh'  |)ohi\  :  "If  aiivthiiii^-  is  not   i-iuhl.  wr  make  it   i'in;|it."      Ami 
that    |)olic\    really   imaiis   thai    mir  ^oods  ale  n^^lit    in    the  (ir^t 

piilCf. 

\\'\  are  coiifidctil  thai  \<>'\  have  found  Ihcin  so,  and  that 
vou)'  dfliv  is  diR'  mcrclv  to  an  ovci'siirhl.  Hiil  m  jiislicc  lu 
us  and  to  vour  r<  piitation  as  a  {rood  liiisini  s~  man,  don't  you 
think  \(>ii  should  take  [tains  to  si  e  that  the  dela_\   does  not  t a  n 

Don't  hotlur  to  write  us  a  let*    v      we  understand    just  how 


COLLECTION    LETTK US 


411 


>McIi  oversights  occur.     Simply  put  your  cluck  in  the  enclosed 
tiivcl()])c  ;ui(l  mail  it  to-day. 

Very  truly  yours, 

110.  Appeals  to  sclf-intcrcsi. — Tlic  ai)|)eul  to  self- 
interest  is  similar  in  nature,  l)ut  it  may  i)e  made  more 
i'oreel'iil.  We  point  out  to  the  reader  that  it  is  only  by 
l'r()mj)tiiess  in  colleetion  that  we  are  able  to  maintain 
tlic  low  priees  hy  whieh  he  pi'ofits.  We  show  him  that 
lie  f^ains  i)y  our  firmness  in  enf'orein^  the  terms  of  eredit. 
if  we  allowed  debtors  to  delay  payments,  we  should  be 
tyin«4-  up  in  their  business  eapital  that  should  be  invested 
ill  raw  materials  for  the  benefit  of  all  our  eustomers. 
Possibly  we  call  attention  to  the  faet  that  we  have  here- 
tofore ke])t  from  troubling-  him  about  the  aeeount  l)e- 
caiise  we  were  eertain  that  there  was  a  ocxuj  reason  for 
tlic  delay.  "We  show  him  that  we  have  extended  eon- 
siileration  to  him  beyond  that  whieh  we  extend  to  the 
average  debtor.  In  all  these  ways  we  -,how  him  that  it 
is  to  his  interest  to  secure  a  continuance  of  this  favor- 
able treatment  by  making-  a  i)roper  response  to  our  re- 
ipicst  for  paynu'iit. 

The  foliowinu'  example  will  illustrate  the  effective 
use  of  such  an  ai)|)eal  to  self-interest: 


(li  \  ii.iMi.v : 

In    till'  cticloNrd   statiiiicnt    (filrd    (j.-tolxr    l")!!!    you  will   find 

npcatcd   till-  liMiiifs  of  our  account    tor   the  scason\  ad\<rti> 

iiiff  ulilcii    wa'.    II  iidnrd   on    IIk    first    of    last    iiioiitli.  \\'c    had 
t\|uct<'d  your   i<  mil  I  aiicc>  of  two   Inmdrcd  doilars.  th,    amount 

"f  its    balance,    to    be    avaiialiit     for    our    um      it    least  hy    Hiis 
date. 


1 1  •      I 


t  la  (        'III        *iUilillM'l 


liioiitlis  .Or  not   an   income  |u  riod   with  ( dui  at  ional   institutions 


*!»''■  '" 


i$ 


412 


m 


',  t  -i 


m- 


BUSINESS  CORllESPONDEXCE 


we  plan  to  carry  accounts  with  tlicm  until  the  fall  opening. 
Tliis  arrangement,  of  course,  is  mainly  for  the  convenience  of 
these  institutions,  and  in  makinjT  it  we  confidently  expect  pay- 
ment by  or  before  the  end  of  September.  With  October  comes 
a  demand  for  a  different  use  of  the  part  of  our  capital  devoted 
to  the  carrying  of  educational  advertising.  While  the  amount 
m  a  single  account  is  not  large  the  aggregate  runs  up  into  con- 
siderable figures.  JJut  we  are  glad  to  see  our  increase  year  by 
year.  This  fact,  by  the  way,  makes  it  more  important  'o  us 
that  we  be  promptly  paid. 

You  will  readily  understand,  th.erefore,  how  important  to  us 
both  it  is  to  have  this  account  settled  as  soon  as  ])ossible.  May 
we  not  have  your  remittance  by  return  mail?  We  shall  at  the 
same  time  be  glad  to  hear  from  you  about  how  the  school  year 
has  opened  and  what  its  2)rospects  are. 

Very  truly  yours, 

120.  Inducements  to  pni/ment. — A  more  direct  ap- 
peal is  sonietinies  made  to  self-interest  by  the  offer  of 
some  consideration  to  the  debtor  for  a  settlement  of  the 
account.  This  consideration  should  not  be  in  tiie  form 
of  a  discount.  Kxperience  j)roves  that  this  merely 
temjjts  the  debtor  to  wait  lon^^er,  in  the  hope  of  a  larger 
discount.  Moreover,  it  docs  great  harm  to  the  rei)uta- 
tion  of  a  co!icern,  besides  being  unfair  to  the  honest 
debtors  who  pay  j)Vomptlv. 

A  |)remium  is  not  so  objectionable.  It  is  most  useful 
in  collecting  smiill  and  scattered  accounts  that  are  to  be 
l»ai(l  by  the  installment  method.  The  best  time  for  it 
is  in  tlic  early  ])aynKiits.  iicforc  the  (lcl)tor  has  had  ;i 
chance  to  i)ecoine  dclinciuent.  Then'  is  then  no  loss  of 
dignity  in  ort'cring  a  book-rack  or  other  premium  for  a 
cash  settlement  of  the  entire  amount. 

ir  If  If  ,■....,!  *..  ..,., i  i'..  Ill         It 

been  long  ifi  arrears,  some  good  reason  must  be  shown. 


COLLFXTION    LKTTERS 


■iV.i 


H 


This  may  l)e  the  statement  that  a  limited  number  of  a 
certain  aftiele  has  been  seeured  by  some  unusual  good 
fortune,  and  that  there  are  not  enough  to  sell  by  the 
usual  methods.  They  are  therefore  offered  at  a  ridieu- 
lously  low  price  to  customers  who  are  indebted  to  the 
coiupany.  The  desire  for  the  bargain  induces  many  de- 
liiKpients  to  remit. 

This  collection  method  is,  of  course,  unsuitable  to 
most  forms  of  business.  It  should  not  be  used  if  there 
is  any  ho])e  of  collecting  by  the  more  strictly  business- 
like methods,  or  if  there  is  any  danger  that  the  fact  may 
become  known  to  future  customers,  and  either  preju- 
dice them  or  get  them  into  bad  habits. 

The  following  letter  will  illustrate  the  use  of  this 
method  to  customers  who  haxc  bought  an  encyclopedia 
on  the  installment  plan  and  have  fallen  in  arrears  before 
iialf  the  payments  are  made: 


m 


i 

i 


DiAu  Sir  : 

Wlun  you  ordered  from  us  the  new  Globe  Kncvclopedia  in 
thirty  volumes,  tlie  latest  and  most  iiuthoritiitive  puhlislied, 
you  signed  ;i  coiitriu't  to  ])uy  tor  it  in  installment-;  of  two  dol- 
l;ns  on  tlie  first  of  each  nioritli.  This  cotitraet  von  have  faih'd 
to  tulfill,  and  for  some  reason  you  have  not  respoiidid  to  our 
npeated  notices  /uid  letters  re^ardirifr  the  matter.  Vou  have 
not  even  ^iven  us  the  courtesy  of  a  reply. 

Now  we  hesitate  to  helieve  that  this  was  due  to  wilful  nei^lect 
"ti  your  ])art.  We  understand  how  it  is  that  re^idarity  in 
Mii.ill  iiaynients  sometimes  hccomes  irksome  and  the  matter  is 
postjjoned  from  day  to  day.  Hut  you  nu,  I  admit  it  is  onlv 
fair  to  us  th.'il  the  <-ontrii't  U-  k<|it  to  the  letter.  And  we  are 
pri]iared  to  take  whatever  action  is  necessary  to  secure  tluit 
result. 


lOli-    a(io|)iiii^ 


at    iiiiasiin 


are   wuunfj  to 


,'ive  you  one  more  opportunity  to  make  a  friendly  settleni<  nt 


414 


BI'SIXESS    CORRESPONDKNCl.: 


mi 


of  this  maftir.  \\\  .shall  .v.,,  ,„aki'  it  t„  yo„r  advantage  to 
close  up  the  entire  acecunt  and  n  li,  ve  yourself  of  the  necessity 
of  niakinrj  ren-ular  monthly  payments. 

A  fortunate  i-urchase  l,as  ,,]are,|  in  our  hap.ls  a  small  num- 
iHr  of  the  Peerless  Atlas,  whirl,  nni.t  he  known  to  vou.  I.v 
nputation  at  least,  as  the  most  emnplef,.  atlas  ever  puhlislu.i. 
It  is  fully  (jeserihe,!  in  the  .nelos,,!  eircular.  If  v<.u  will  rennl 
to    us    at    onee    the    halance    of    your    acvount.    amounting    to 

••""'    ''•"■'>■   '''"'^   extra,   we   shall    send    vou   at    once. 

post   pai.l.  a  ropy  of  this   handy  work  of   refer.-nee,  which   will 
be  invaluable   to  you    in    Using  the  encyelopedia. 

Kemember,  we  have  only  a  sn.all  number  of  these  atlases, 
which  are  regularly  sold  at  five  dollars  a  copv.  If  you  want 
to  take  advantage  of  our  off,,-,  you  nuist  ."ict  innnediatelv. 
^nnply  use  the  enclosed  envelope  in  mailing  the  renuttance  ami 
the  hook  will  he  forwarded  to  you  innnediatelv.  Take  advan- 
tage of  this  offer  now. 

A'ery  truly  yours, 


III 


121.  Appalls  to  .sr;/.sr  of  humor.—lu  addition  to  the 
appeals  to  synii)atliy,  justice  and  self-interest,  there  are 
a  few  others  that  may  sometimes  he  used.  Most  im- 
portant is  the  appeal  to  the  sense  of  humor.  Some  men 
are  helpless  to  resist  the  eolleetor  if  he  ( Houratively 
speakino)  tickles  them  under  the  chin.  If  they  can  he 
made  to  smile,  they  will  si^ii  the  cheeks. 

Concerns  that  sell  such  articles  as  ci^rars,  ei^rarettes 
and  the  like  hy  mail,  find  this  form  of  ajjpeal  very  effect- 
ive. Even  laro-e  wholesalers  and  j()l)!)ers  fre(|uently  use 
it  to  advantage.  It  is  dilJieult  to  handle,  however,  he- 
cause  few  writers  have  the  oiff  „f  humorous  expression, 
and  an  attempt  to  he  funny  is  very  j)ainful  when  it  does 
not  succeed. 

I  111'    fdjlnuinrr  ('V'H!!  !>!;■   K;b; '.■-■.•■-:   *]\i^   :-...■ 

appeal  to  dealers  in  sporfino'  yoods: 


i    liiiS    Kiiui  ui 


COTJ-KCTION    LETTERS 


415 


Dkah  Sir  : 

Well !  Woll  !  Well !  It  h.-is  been  a  busy  fall  season,  hasn't  it? 
W'v  have  h/id  liardlv  time  to  wipe  the  sweat  from  our  fore- 
heads, and  your  eustomers  must  hav(^  kept  vou  on  the  jumj), 
too,  jdd^n'n^r  from  the  faet  that  you  haven't  had  time  to  at- 
ti  11(1  to  our  little  account. 

I,ots  of  time  yet,  of  coarse,  but  the  ^:unv  has  been  prettv 
OIK  sided  so  far.  We've  scored  a^'ainst  you  sever/il  times  with 
our  little  notices.  Why  not  make  a  little  run  around  the  ac- 
count end  with  a  check  and  even  thin^rs  up?  We  cion't  want 
to  have  to  make  another  "touch''  down. 

Cordially  yours, 

122.  Thrcatft. — Fear  is  one  of  tlic  stronorest  instincts 
in  human  nature,  and  appeals  to  it  form  the  basis  of  the 
third  type  of  eollection  letters,  threats'.  The  threat 
liowever,  should  not  he  used  unless  other  appeals  fail  of 
response,  for  it  is  inconsistent  with  friendly  relations 
hctween  creditor  and  debtor.  It  usually  arouses  antaor- 
(inisni  and  fre(|nently  makes  a  continuance  of  business 
\\  ith  the  debtor  im])ossible. 

The  probability  of  this  depends  somewhat  on  the  na- 
ture of  the  threat  and  the  method  of  expressing  it. 
Sometimes  it  is  va^ue  and  indefinite.  This  kind  is  ef- 
fective with  people  Mho  are  ignorant  of  business  meth- 
ods, for  their  ima<^ination  conjin-cs  up  ad  manner  of 
iiiKJcsirable  thincrs,  from  dis^n'ace  to  imprisf)nnicnt. 
\\'ith  business  men  and  other  well-informed  people 
these  va^ue  threats  are  less  effective.  It  is  better  to  be 
specific;  to  promise  definitely  a  certain  change  of  col- 
hctio!!  methods. 

The  most  important  of  these  other  methods  are  the 
I'nilowing:  'I'hc  draft ;  the  personal  collector;  the  col- 
it  rtinii  ageiiey;  and  ilie  iaw-suii.  The  first  of  these  is 
<nm])aratively  inoffensive  and  mav  not  result  in  loss  of 


t-  ' 

t 

1 

41(5 


BUSINESS    CORRKSrONDKNCE 


4 


m 


i 


W" 


friendship;  the  last-named  is  a  final  method,  to  he  used 
when  getting  the  money  is  the  sole  ohjeft  to  he  eonsid- 
ercd.  All  of  them,  however,  appear  ^o  the  average  per- 
son more  un))leasant  than  letters,  ar.  .  he  would  T)refer 
to  avoid  them. 

It  is  a  notahle  fact  that  fear  of  these  instruments  of 
collection  is  more  effective  than  the  instrument  itself. 
A  properly  constructed  letter  threatening  to  use  the 
draft  will,  in  many  cases,  collect  a  larger  percentage  of 
accounts  tlian  the  draft  itself.  The  draft,  indeed,  is  less 
efficacious  now  than  it  used  to  he,  although  most  reputa- 
hle  husiness  men  dislike  to  refuse  one. 

The  word  "threat"  is  somewhat  inexact  in  descrihing 
messages  that  announce  an  intended  change  of  method 
of  collection.  It  implies  hrutality  of  manner,  whereas 
in  reality  a  threat  letter  may  he  made  so  gentle  as  to 
seem  an  act  of  friendship.  Frequently  this  is  the  most 
desirahle  kind  of  threat. 

Before  sending  a  draft,  for  instance,  we  may  inform 
the  dehtor  that  according  to  our  usual  rule  of  j)roeedure 
we  should  now  draw  upon  him  for  the  amount  due. 
Then  we  add  that,  as  we  wish  to  consult  his  preference 
in  the  matter,  we  shall  delay  the  draft  until  he  has  had 
time  to  send  his  remittance.  This  "touch"  of  courtesy 
often  makes  him  respond;  sometimes  he  is  even  grateful 
for  the  friendly  tip. 

The  friendly  threat  may  he  used  hefore  changing  to 
the  personal  collector,  the  collection  agency  or  the  law- 
suit, hut  with  less  success.  If  it  is  used,  it  should  he  fol- 
lowed hy  another  threat  that  is  severe  in  tone,  hefore 
the  proposed  change  is  actually  made. 

There  should  not  he  too  many  threats,  however,     A 

.».«.»  ,..!> : 1...11..: i..i.i.„_   .. ri ...   ai ..;„. 

j)ly  concludes  that  his  creditor  is  trying  to  scare  him, 


roi,T.i:rTi()x  letters 


417 


;m(l  waits  to  see  if  anytliiiiir  more  will  luipiun.     The 
.ipptal  to  Tear  loses  its  terrors  if  too  often  rei)eutc(i. 

Some  ignorant  people  air  reaelied  best  by  a  loii<.' 
tliirat  that  i)ietiires  in  detail  (he  (lisa<,n-eea!)le  results  o7' 
.1  lawsuit  or  other  eolleetion  method.  The  avera,trc  busi- 
ii(  ss  man.  however,  does  not  yield  readily  to  this  treat- 
iiKnt.  It  merely  rouses  his  oi)stinaey.'  He  is  mueh 
more  likely  to  he  impressed  by  a  brief  but  definite  state- 
iiicnt  that  if  his  remittance  is  not  received  by  a  certain 
date  the  matter  will  be  placed  in  the  hands  oV  an  attor- 
ney for  collection.  The  letter  will  then  have  the  ap- 
[>i  a?;uiee  of  absolute  finality. 

.\nd  it  should  be  absolutely  final.     If  the  debtor  does 
not   pay,  the  threat  should   be  carried  out.     From  an 
(tliieal   stand])oint   the  creditor  has   no  more   ri^lit   to 
make  a  ])ronn'se  that  he  cannot  fulfill  or  does  not  intend 
t"  fulfill  than  his  customer  had  to  contract  a  debt  that 
lie  could  not  or  would  not  i)ay.     From  a  practical  stand- 
point, it  is  |)oor  policy  to  make  vain  threats.    The  repu- 
tation of  the  concern  makinfrthem  will  suffer  and  the  de- 
lni()uent  de!)tors  will  be  eneoura<ied  in  their  dishonesty, 
'i'rue.  it  does  not  ])ay  to  use  the  law  to  collect  small 
accounts,  unless  these  are  with.in  such  a  concentrated 
territory  that  the  example  may  have  a  wholesome  infiu- 
tnce  on  other  debtors.     For  this  reason,  some  concerns 
"ith  many  small  and  widely  scattered  accounts  main- 
f.iin  a  "house  collection  aoency."     This  carries  out  the 
threat  of  the  comjiany.     On  the  lett(  --head  it  appears 
that  the  agency  is  oroanized  for  the  single  purpose  of 
tollectinfr   "difficult   accounts."   and    the   messarrc  may 
'!;i\  (■  a  certain  amount  of  le^ral  lan<ruafi-e  and  formal  ap- 
pearance.     These    thiiifTs    n-ive    the    "agency"    added 
■^!i^rli    witii   liie  tlcidor,  e\  en  ijiounli  it  may  \)v  Ju)use(j 
in  the  same  office  with  the  companv  that  emplovs  it. 


St*  I 


r 


Pi 


H8 


lUSINKSS    COHRKSPONDKNCF, 


m. 


It  will  be  noted  that  it  is  jjossihle  to  use  the  several 
kinds  of  threats  as  well  as  the  three  general  elasses  of 
eolleetioii  letters  in  the  same  cain|)ai<^ii.  l-'or  example, 
a  eoneern  may  send  out  two  or  three  formal  notitiea- 
tions;  then  an  i(iual  or  greater  mimher  of  personal  a|)- 
])eals:  then  a  friendly  threat  and  then  a  draft.  If  the 
debtor  sends  neither  remittance  nor  rej)ly,  the  eoneern 
may  try  one  or  two  more  personal  at)peals.  and  then  a 
severe  threat  of  the  eolleetio?!  a<4eney.  The  eolleetioii 
ati^eney  sends  one  [)ersonal  aj)peal  and  one  or  two 
threats  of  le^al  procedure.  If  these  produce  no  effect, 
a  lawver  is  instructed  to  l)rin<r  suit. 

123.  E^ramplcs  of  Uircats. — The  followintj;  examples 
illustrai:e  a  few  of  tlic  more  important  kinds  of  threats: 

The  f/iiitlc  threat  prclnuhuirn  to  d  draft. 

l)i: AH  Mu.  B;,\NK  : 

Your  n.uiR'  li.is  just  bci'ii  placid  upon  my  desk  ;is  one  who 
lins  failed  ^o  nspoiui  to  our  usu.i!  noticfs  atid  It-ttors  ;iii(l  to 
whom  in  the  ri'iruliir  j)roi'(  (hire  of  our  l)ii>incss  ;i  dnift  should 
now  be  sent. 

I  feel  sure  there  must  hv  sonu'  mistake;  that  vou  have  sinjplv 
overlooked  sendintj'  your  check.  Of  course,  it  mav  be  that  vou 
prefer  to  iiave  us  draw  on  you  for  the  ami  iint.  Some  of  our 
customers  lio. 

The  majority  of  them,  however,  do  not,  as  it  docs  not  im- 
{)rove  thei;  (  redit  standinir  in  the  community.  Ttiat  is  why 
I  am  writing  you,  so  that  if  you  {)refcr  not  to  have  a  draft  j)rc- 
sented  yo\i  can  head  it  off  by  mailing  us  your  check  for 

Here  is  an  envelope.  \Ve  shall  abide  bv  your  preference  in 
the  matti  r.  Wry  truU    vours, 

77/<-  huni  threat  to  mi  i(/iinr<iiit  mid  uiihusinesn-Jile  person. 
Di'.Ait  SiK : 

3i;Vei."ii    (1,^\  s    ligw     "  i'    iliaJie    <'i    srr.'JIig    .'ipij/Cai    TO    VOu    TO    Ti.'iV 

the  amount  of that  has  in  en  (hie  for  a  long  time. 


coi.ij-.cTiox  i,i:t'1'I'ks 


419 


SiiUT  then,  we  havo  f)(iti<iiHy  waih d  for  voiir  rtuiitt.ince  or  at 
asf  a  nply  tli/it  would  slunv  somi'  ^ood  reason  for  vour  iiiu'x- 

pl.n'ncd  delay.     Wi'  liav.    received  neither. 

Are  V..'  to  understand  from  your  eonfinned  silence  tliat   voii 

iiv  uilfiilly  aftetnptin^r  (o  delay  the  payni.-nt  of  this    just  debt? 

if  ~o,   we   should  c(  rtainly   he  justilud    in   coneludinir   thit    vou 
are  void  of  ;,r,-,.ititude,   inditfV  rent    to   confidence,  and    l)lind    to 

vour  losses  and  those  you  ;ire  causin^r  others. 

ila\e  you  forgotten  that  tlie  i.iw  <rlves  certain  ri^dits  to 
cnditors?  These  ri^rht.s  will  he  exercised  to  t!ie  fullest  extent 
!'y  adopt  in<,'  such  lawful  methods  to  enforce  payment  as  will 
teach  \ou  liy  experience  that  aside  from  .i  (piestion  of  honest  v 
!t  costs  far  more  to  attempt  to  evade  the  payment  of  a  just 
iMit,  if  such  is  your  intention,  than  it  does  to  honestly  pay  it 
ill  the  first  place. 

If  the  tone  of  this  letter  seems  harsh  or  if  your  intentions 

lie  luisiud^red,  you  certainly  must  realize  that  it  is  due  to  your 

'  -iitiiuud  ne^rlect  alone,     ^'ou  can  readily  place  yourself  riirht 

!'V  simply  remittin^r  the  ahove  amount  or  explainin<r  the  cause 

nf  your  delay  in  settliuir.     We  must  insist  that  you  do  one  or 

I  lie  other  now.  ,.         .      , 

»  erv  trulv  vours. 


//"   f^rirf  thrcaf  of  suit  to  a  bitsiiicss  man. 
I>|  \i;  Siu : 

'I'liis  is  to  advise  you  th.it  if  you  do  not  adjust  your  account 
hefore  Decemher  1st.  or  make  satisfactory  arranrrcment  for  its 
Ncttlement.  w  shall  he  comi)elIed  to  phice  the  matter  in  the 
h.-incls  of  our  attorney  without  further  notice.     Your  balance 

^'ery  truly  yours, 


IS 


4  Hy  way  of  summary,  let  us  repeat  a  few  of  the  mo^t 

important  principles  to  K-  observed  in  vvritin<.-  eolleetion 
I'  't«  IS.  As  a  wjiolc.  they  should  Ik-  caret^iliy  adapted 
■"  ii"'  naiure  oi  riic  business,  the  character  of  the  debtor. 
'""I  *Iie  length  of  time  the  account  has  been  due.    Thev 


PJO 


UrSIXKSS    COHUKSl'ONDKNCE 


a 


are  of  three  main  types:  formal  notifications,  personal 
ap])eals.  and  tin-eats.  All  are  arran<^e(l  in  a  careful 
series  that  is  sent  ont  with  ahsohite  re<^nlarity  until  they 
draw  a  res|)onse. 

.Inst  as  the  sei-ies  of  letters  is  climact'r  in  (M'der,  so 
should  the  individual  letter  ha\e  a  climax.  It  should 
take  the  reader's  point  nf  y'ww  in  the  he^irmin<j;'.  1 1 
should  end  with  a  sj)ecifie  recpiest  to  remit  or  iej)lv 
and  this  re(|uest  should  have  a  certain  amount  of  stiny'. 
The  letter  sliould  have  absolute  unity,  in  that  one  single 
line  of  ari«ument  or  apj)eal  is  kept  throuu'hout. 

The  nature  of  the  argument  or  ai)|)eal  \  aries,  as 
stated  ahove,  aceordin<i^  to  the  circumstances.  A  few- 
typical  cases  only  have  been  analyy.ed.  The  writer 
should  he  able  to  analyze  his  own  situations  and  devise 
the  best  possible  letter.  lie  should  keep  accurate  rec- 
ord of  the  results  so  as  to  be  able  to  impro\e  the  weak 
letters  in  iiis  series.  Usually  he  will  find  that  th'  best 
results  are  secured  •  hen  the  Utter  does  not  convt  ,  ilic 
impressiorj.  "We  want  the  money,"  but  rather,  "Vou 
should  pay  us." 


Ik* 


CHAPTER  X 

APPLICATIONS     AND     UKC  O.MMFA'DATIONS 

]'2i.  liiijht  attitude. — Some  business  men  are  so 
Inrttmately  situated  that  there  is  no  jJossihiHty  of  het- 
tcriiii-'  their  positions  by  goin^-  outside  the  organization 
111  wliieh  they  are  employed.  The  best  line  of  advance, 
as  a  rule,  is  the  line  of  promotion,  and  tlu-  man  who 
shows  fitness  lor  |)romotion  u  ually  ^ets  it.  Most  eru- 
pl.-yers  are  willinn'  to  reeoonizc  ability  and  to  reward  it. 
There  are  times,  nevertheless,  in  almost  every  em- 
ployees experience,  no  matter  how  hi^h  his  position 
may  be,  when  it  is  of  service  to  him  to  look  outside  and 
to  know  how  to  write  -x  good,  stron«r  letter  of  ajjplica- 
tmn. 

'I'hese  occasions  dr)  not  come  merely  when  he  is  not 
ivceivin*,^  advaiicement  in  the  organization.  Thev  come 
•  ven  niore  freciuently  when  by  training  he  has  fitted 
iiMiiself  for  larger  work  than  is  jx.ssibK'  in  this  organi- 
zation or  when  developments  in  the  |)oliey  of  the  i-om- 
i'.iny  have  made  it  ajjparent  that  he  ea?i  no  longer  do 
justice  to  himself  by  remaining  with  it. 

K\  en  the  execitive  at  the  head  of  a  large  orgatiization 
n<<(ls  to  know  something  alx. lit  llu'  proper  conslnietion 
"I  a  Idter  of  application,  so  that  he  may  tlu  bttter 
.jtidgv  the  relative  merits  of  diirerenl  candidat.  s  for 
M'tnc  position  at  his  isjx.sal.  This  chapter,  tlu  r.  fore, 
•illiough  written  prmiarily  for  the  man  who  uhhU,  ,,r 
:nay  some  day  need,  to  make  a|)pIi('ation  for  ;i  position, 
should   prove  of  st  r\  i( c  to  all  who  have  to  do  in  any 


I  I  II      I  I  K       IIU  I  1  I 


^     <'l      IIMII. 

V2] 


12-J 


lU'SINKSS    COKKKSPONDKNTE 


m 


LI 


The  (iohkii  link-  oj'  Ictter-writin/^-,  "iulaptation  to 
llic  rcadir,'"  is  inosl  iiiiportaiit  in  the  letter  ol'  ai)|)Hea- 
tion.  The  writer  shoiihl  always  reu'eiiihcr  lliat  he  imist 
make  the  li^ht  impixssion  uj)()ii  thj  einphiyer.  'IMie  eiu- 
ployei'  is  not  lookiii^^-  lor  the  iiiaii  who  wants  the  joh, 
l)iit  for  the  mail  that  the  joh  wants.  His  jxiiiil  of  view 
and  his  interi'sts  n;  "st  he  kept  eontinuaUy  in  mind. 
This  is  sometimes  (hfhenlt,  heeanse  the  aj)pheant  feels 
his  own  neeessities  most  keenly,  hut  he  shonid  avoid 
mentioning-  his  need  for  work,  the  family  he  has  to  sup- 
])ort.  or  any  otiier  consideration  tliat  has  no  hearing- 
upon  h.is  ahi'ity  h)  till  the  ])osition  to  the  employer's 
satisfaction.  Kven  his  desire  for  this  partieidar  kind 
of  work  and  his  and)ition  to  devote  his  etier<iies  to  it 
shonid  he  carefully  suhordinated.  His  ^rtat  task  should 
he  to  show  jiis  titness. 

It  is  not  merely  a  (juestion  f)f  writing-  a  letter  froii) 
the  em|)loyer's  standpoint.  It  should  he  written  from 
the  standpoint  of  this  indivitliKil  cm plo/fcr.  It  should 
make  an  individual  appeal,  and  he  adapted  to  tlie  reader 
ill  aru'ument.  Ian,L>'ua<4e  and  tone. 

]'2.').  Aii(il//.sis  (111(1  (((/(ipfatidii.  ~\\u\\iU)\vvs  iWfYvr 
widclv.  The  I'eciuiremi  nfs  of  thrir  oositions  are  vari- 
oils.  Hiforc  y(ni  a|)ply,  you  should  analyze  the  situa- 
tion and  find  out  what  (iiialifieations  are  essential.  \'oii 
will  tind  that  som<'  positions  are  ideallv  suite<l  to  your 
trainiiii;'  and  (  xperic  nee:  otlu  is  are  sliohflv  a))arl  from 
d.  Hill  yoii  can  often  niak<'  it  c\  idcnt  that  \oii  liavf 
had  eiioiiah  o!  Ilic  rinhl  kind  of  traiiiiiiLi,'  am!  c\|ici'ienct' 
fo'-  if.  if  you  do  not  o\  cr-emphasi/f  tlu-  otiur  and  li  ss 
imp(U-t,inl  parts.  Miuiv  nuii  inake  the  mist.Mke  of  niv - 
inn  their  early  ;iiiii  less  \nhi;d)|e  experience  in  as  nriat 
detail  as  their  latt  si  aii<l  most  \aluahle. 

lMiipio\(rs  dilii  r  also  in  character.      .Some  arc  cjmi- 


n- 


APPLICATIONS    AND    RECOMMENDATIONS    4l\J 


V3 

1 


sfiv.'itivt'  men  of  the  old  scliool.  If  you  apjjly  for  a 
[Hisitioii  will)  one  of  these  you  ;ire  more  likvly  to  he  suc- 
((ssfii!  if  you  lay  stress  ujjou  the  .general  exeellerue  of 
your  reeord.  ralhei-  than  upon  any  one  in<h\i(lual 
;i(  liii\  i-menl.  To  such  a  eoneern  yon  would  write  in  a 
cnreful,  respectful  tone  and  would  pay  sj)ecial  attention 
to  neatness  and  correctness  in  small  details.  If  forei^'n- 
ris  are  likely  lo  j)ass  upon  yoiu"  aj)plication  you  would 
tiiid  it  desirable  to  use  ^rcater  formality  than  would 
otherwise  he  the  case,  ^'ou  miyiit  even  use  such  stere{»- 
tyi)ed  forms  as  "Hc-^-  leave  to  aj)ply"  and  "Wc^  to  ad- 
vise"" and  "Trustini>-  to  receive." 

'I'hese  f(irms  would  ne\  er  do  if  you  wei'e  ap|)lvin,u:  to 
yoiinu-.  i)ro^ressive  firms  of  American  husiness  men. 
\'(»ii  would  ])rol)ahly  ado|)t  a  more  a;'<^ressive  tone. 
Courtesy,  of  course,  you  would  not  sacrifice,  hut  you 
\\ould  ste  that  you  did  not  fall  into  any  trite,  over- 
worki'd  exj)ressions.  ^'()u  would  see  that  yo.u"  letter 
•  lid  not  hen-in  with  "lUplyin^-  to  your  advertisement  in 
tlit    Herald,  I   heo-  to  apply,"  or  '"HavMifj;  learned  that 

ynu  are  in  neid  of I  Ifco-  io  apply."'     ^'(»u 

v'nuld  cirtainly  make  the  letter  shorter  and  you  would 
liy  fo  maki'  it  distinctive. 

When  it  comes  to  the  aiiifunicnt.  you  would  ?iot  he 
I  krly  to  lay  orcaf  stress  on  the  lenuth  and  <\celle»u'e 
"f  youi-  rec<ird.  Wui  would  prohahly  speak  fidly  of 
sniiic  pai't  of  your  e\])tiirnce  which  shows  best  \oiu' 
aliilily  or  which  is  most  closely  r<lat<(l  to  llu'  needs  of 
\oin*  prospcctix  (•  cniplovcr. 

rii(  se  arc  only  general  su^o'cstions.  The  !.  i)])lication 
varies  with  tin  individual  employer.  The  impoitanl 
tiling  is  to  know  your  readei'  as  well  as  you  can,  .jud^re 
liiiii.  and  then  adapt  yoiu-  nit  ssanc  to  him.  'I'hc  success 
"I  I  lie  method  may   he  well  show  n  hy   the  cas(   of  a  voun^ 


424 


BT'SIXESS    ((mKKSPOXDFACE 


ill-  ' 


iM 


structural  eunincer  of  cxcellcut  cxpcricncr,  who  was  in 
search  of  a  hir<^cr  fichl.  At  hist  he  saw  his  opjjortunity. 
The  opeiiiuir  was  with  a  youuo-  proorcssive  C()rporati()u 
tliat  undertook  mauy  forms  of  important  structural 
work,  mainly  iu  the  Middle  West.  The  voimo-  ftjo-ineer 
had  ^vaincd  most  of  his  experience  in  Europe  and  had 
worked  ehielly  for  concerns  of  more  conservative  type 
in  this  country,  hut  he  had  had  a  year's  exj)erience  in 
the  Middle  \\'est.  and  this  ha])peiud  to  he  his  greatest 
success.     His  letter  was  suhstantially  as  follows: 

(il-.N-IIKMIX  : 

III  15)--  I  .su|Hiitit('ti(!((l  tlic  rnctioii  of  tip  ••raiu'h  plant  of 
tlif  HI. ink  'I'ool  Conip.iiiy.  Sonuwluic,  Mi>s(  li.  'rju.  pLirit 
covii-s  t,.„  .uT.s  and  was  coniplrtr.l  in  K»  than  a  year.  In 
tlu.  uoi-k  I  was  al.lr  to  ttf'.c-t  a  savin^r  ,.f  ,„,,•  .S4r,,()0()  uml.r 
tlic  lowst  contrarl  bid.  '|'I„.  .nclos.d  dippin^r  fn.n.  tli<.  ,Vo„„.- 
xchnr  Xncs  will  i-iM'  <l.tails  of  tlu'  constn.  tiun  and  tin-  cf- 
Hi'iciicy  ni.tlKHls  I  d,  vistd  for  tlir  work.  Mr.  A.  H.  IJlank. 
pivsid.  nt  of  th.'  cr.nipany.  will  o-l.ully  continn  tlusr  statcninits. 
Tills  is.  perhaps,  my  most  succrssful  contra.t.  'I'h.  ninain- 
'1«'-  of  n.y  .xpuirncas  of  ,  ,  ,  (iftr.n  yrars  havr  hen  unlformlv 
siicnssfuj.  l,ut  th.y  arc  too  lonn-  („  ,...k  v<)u  to  ivad  at  this 
ti""'.  I  ^hall  ]n-  .la.l  to  drtail  th.'  whoir  to  vou  in  a  pnrsonal 
i.it.TM.w.  ,f  wl„,t  I  have  niat.d  in.lirat.  s  mv  p.ohahlr  fitness 
foryo.M-  position.  y,,,    ,,„|_^   _^.„„,.^^ 

This  I.  Her  w.Mild  have  shocked  any  of  the  former  em- 
ployers of  111,,  writer.  Hut  events  proved  that  he  had 
correetly  judo,  .|  |,js  nader  in  Miis  ease,  and  he  made  tlie 
desired  inijuession. 

Wluti  you  are  applyinu^  f,,,.  a  positi.*n.  tli,  n.  learn  a^ 
much  -IS  yoi,  cao  .:,l..,.,t  th,  nature  of  tlie  hi,  .iuess  and 
the  chara.l.r  of  ils  manaoers.  .Stu.lv  voiuself  to  .see 
wherein  ym  may  h,-  laekino.  Study  ev,  n  more  thor- 
ougjuy  i.iu.  proi.ai  !,■  consHJcralviis  thai  will  oovtrn  the 


AIMM.K  A'I'IONS    AM)    HE( OMMFADATIONS    425 


i 


i 


selection  of  ai)|)lic'ants.  :Make  sure  that  your  letter 
meets,  so  far  as  i)ossii)lc,  tliesc  coiiditioiis.  Make  sure 
lliat  all  your  arniinRnls  are  taken  I'rom  the  reader's 
piiiut  of  view,  and  that  your  tone  and  lan<ruaire  and  ^reti- 
(  nil  attitude  are  suc-li  as  he  would  he  likely  to  re(iuire  in 
the  j)erson  who  takes  the  ])osition. 

I-'*!.  Jiis:ccrs    to    blind    advcrliscmciits. — The  most 
idiiiinon  ways  of  o-ettino^  positions  i)y  letter  are: 
1      hy  answering-  advertisements, 
2—  iiy  ai)i)lyino-  I'oi-  positions  I'or  whieh  you  have 

heen  recommended  !)y  friends, 
3 — hy  writino-  unsolicited  letters  to  firms  who  may 
ha\e  use  for  your  ser\  ices. 
It   will   he  necessary  to  consider  each  of  these  sep- 
arately. 

There  are  two  kinds  of  advertisements  whicli  may  he 
considered.  The  first  is  the  "hlind"  advertisement  in 
wliich  the  emj)loyer"s  name  is  not  mentioned  and  tiie 
i»<|"""'-''"(''>ts  for  the  position  are  '/wvn  only  in  a  ^'•en- 
<  ral  w;iy.  In  a|)|)lyino-  for  such  positions  it  is  not  worth 
while  to  write  a  lon<.'  Utter.  It  is  only  necessary  to  do 
-I'liietliin-^-  lo  distin<^uish  your  letter  from  others,  and 
t"  dislinyuish  it  in  the  ridit  wav. 

Distinctiveness  is  sometimes  ohtairu  d  hy  enclosing 
til'  letter  in  a  lonu-.  K-oal  envelope.  This  secures  early 
•I'lrnti,,!,  if  the  letters  are  delivered  to  the  employer 
ii'injKiied.  One  appheaiit  for  a  posit  ion  as  eon-espond- 
trit  enclosed  his  letter  in  ;,  red  mvelope.  The  messa^-e 
was  simply  this:  Mnsl  as  this  letter  stood  out  from 
the  others  on  your  d.  sk,  so  will  my  work  stand  out  fnan 
that  ol  the  uvera^-e  corres])ond( nt."  He  ^-ot  the  posi- 
''<"•.    The  method  would  not  have  done  in  ajjplyint  for 


iKISit  Kiriv.     (>r     <itli..i'     I.' 


,1.     I...1 


•Si*! 


h 


ere. 


|/I  »<>   ^M       I  l.-»       *  ttlllC 


42() 


Bl'SINKSS    ((mRKSPOXDENCE 


&  f." 


Within  the  envelope  the  letter  gains  distinctiveness 
of  the  right  kind  only  ^lien  it  is  in  aeeord  with  all  the 
re(|uirenients  of  good  taste  and  good  use.  Vou  should 
not  use  hotel  or  ehih  stationery,  i)eeause  oi'  the  unfor- 
tunate suggestion  of  sporty  hahits.  You  should  not  use 
ruled  paper,  heeause  it  is  ohsolete.  \'ou  should  not  use 
social  stationery,  heeause  it  is  not  a])propriate.  The 
hest  thing  is  a  sheet  of  plain  white  paper  of  husiness 
si/e.  It  should  he  of  good  (|uality  hut  need  not  he  ex- 
j)ensive.  The  message,  however  short,  should  he  written 
in  such  a  way  that  tjie  margins  ahove  and  helow  shall 
he  approximately  etpial  (the  lower  margin  should  he 
somewhat  greater  than  the  upper  hut  not  twice  as 
great).  The  right  and  left  hand  margins  should  he 
nearly  e(|ual,  with  the  k*'t  hand  margin  somewhat  the 
greater  of  the  two. 

The  message  itself  should  contain  only  the  essentials. 
Frecpiently  it  is  enough  to  say  something  like  this: 

1011  VVtst  lM)th  St  root, 

New  York  City. 
X.  Y.  Z.. 

Can-  of  The  Star, 

Xi-iC  Vorli  Citij. 

(JkNII.I  MFN  : 

My  (lualiiic.'if ions   arc  as   follows:  \p,v,  twenty-ono;  nfttioii- 

iilitv,   American:   education,   lii^^li    school   .and   business   collei,fe 

fi'radiifite ;  txperience.  two  \ears  stenofjrai)lier  and  bookkeojxr. 

If  these  meet  voiH"  n (|uii'ement ^,  ph  .se  j.'ivc  nic  an  interview. 

Yours  very  truly, 

John  Jo\ks. 

Some  young  men  olgcft  to  answering  "hlind"  adver- 

f  ii^oiiK'iit  V      .■•nwr     iti'CMi  i>^<>     tlii'x-     ('(''ir     flwir     i»r(»'»«>i»t     <M>1- 

ployers  may  hear  of  their  atlemi)ts  to  change,  or  heeause 


lN 


APPLirATIONS    AM)    KKlO.M.MKNDA'llONS    42' 


H 


I 


1 


tlu\v  l)elievc'  they  oaTinot  <jjet  a  trood  ])ositi()ii  in  this  way, 
Iiiit  l'iV(HK'iitly  the  results  repay  the  effort,  if  the  letter 
is  |)i()j)erly  eonslrueted.  At  hest,  however,  a  letter  of 
tins  kind  is  more  or  less  of  a  <4aiiil)le.  There  are  hound 
to  he  tuany  applieants. 

127.  Anszccr.s  l<>  comphlc  (idvi'rtiscmciil.s. — lk>tter 
()])j)ortunities  eoiue  through  the  ac'vertisenients  that  are 
more  e()mi)lete  and  that  are  suttieiently  indieative  of  the 
eh;iraeter  of  the  employer,  to  enahle  you  to  ada])t  your 
iiiessane  to  him.  Sometimes  if  the  employer's  l)usiness 
is  not  stated  the  eharaeter  of  the  magazine  or  jKiper  in 
which  the  ad  is  inserted  will  o-ive  some  elue.  An  ad- 
M-rlisement  in  Priiitcr.s'  IiiJ:,  for  example,  would  indi- 
(•;ite  that  the  firm  was  progressive  and  to  some  extent 
interested  in  advertising. 

'I'liere  is  sui'e  to  he  strong  eompetition  to  he  met  in 
applying  for  j)ositions  of  this  kind,  and  you  must  meet 
it  almost  entirely  !)y  your  letter.  It  is  imj)ortant.  there- 
fc-e,  that  your  letter  should  he  reasonahly  eom])lete  and 
give  every  argument  or  ])ieee  of  evidence  tiiat  is  likelv 
to  he  of  value.  Vou  should  certainly  show  that  you 
tulfill  all  the  re()uirements  that  are  stated. 

Together  with  more  eom|)lete  argument,  mor*  are- 
lul  construction  is  necessary.  Tlie  prohlem  is  like  that 
cf  the  sales-letter.  'S'our  application,  if  it  is  to  si'cui-e 
Hit  position  for  you.  must  attract  attention,  create  de- 
^M<-.  and  convince.  In  a  way,  the  i)rohlci>i  is  mori' 
ilitlicult  than  that  of  tlu'  onlinary  sales-letter,  for  vou 
iMiist  accomplish  these  ohjci'ts  without  giving  the  im- 
pression of  hoasting.  ^'ou  eamiot  eulogize  voui'  eliar- 
a(l(  r,  as  you  \\ould  eulogize  the  <pialit\-  of  an  article 
.\<iii  lia\e  to  sell,     ^'ou  must  state  the  facts  and  let  these 


'1  me  iiiaiini  i-  oi   siaiuin   itiem  sei'\e  lo  iduvuiee. 
I  <ase  for  suggestion  I'athei-  than  for  argument. 


It 


i'2H 


BT'SINKSS    C'OURKSPONDENCK 


IW 


i 


As  wc  have  already  seen,  adjustment  to  the  reader 
is  al)s<)hitely  necessary.  This  affects  the  structure 
somewhat.  With  some  houses  it  has  hecome  an  estab- 
lished principle  to  .jud<>e  a|)plicants  hy  their  education, 
experience,  references,  and  their  reason  for  apj)lyino' 
and  and)ition.  1  f  your  k-tter  is  directed  to  such  a  house 
it  may  he  divided  into  parts  according  to  these  head- 
ings, which  may  or  may  not  he  set  down  in  the  letter  to 
distingnish  the  several  paragraphs.  The  following  is  a 
good  illustration  of  such  a  letter: 

Mr.  Amos  Strong,  ('.  P.  A., 
^00  WiUidin  Street, 
Xexe  York-  Citi/. 
Dear  Sir  : 

From  the  want  coluinr.s  of  the  Star  I  liavo  just  Icariu'd  that 
you  are  in  need  of  a  junior  accountant,  and  I  wish  to  present 
my  application  for  the  position.     Here  are  my  (jualifications : 

Education. — In  1909  I  was  ^rraduated  from  the  Hin-h  Sciiool 
of  Connnerce  in  New  York  City,  where  I  speciaHzed  in  book- 
keepin<T.  A  year  later  I  entered  the  New  York  Tniversity 
School  of  Commerce,  Accoinits  and  Finance,  to  take  the  re<;ii- 
lar  ('.  P.  A.  course.  I  expect  to  finish  the  work  next  .lime. 
So  far  I  have  passed  all  my  sul))ects,  and  have  an  average  of 
over  8.5  per  cent,  in  the  accounting  courses. 

Kj-perhncc—Shnv  .June,  1909,  I  have  been  coiit !lulou^lv 
emitloyed  ii;  l)()okkeeping  jiosltioiis.  My  first  jila<(  was  as 
ledger  clerk  with  W.ild  ,ind  Weld.  Mii  South  Street.  After  a 
year  there  I  was  put  in  >ol.'  eharg.  of  the  hooks  (rf  the  Finan 
ei/il  r  r)lishing  ("ompatiy,  H-1  Murray  Vinn-.  'I'hi,,  company 
h,id  ;i  comparafiv.ly  suiall  Ijusiiuss,  hut  it  includdl  wholesale 
ai:d  retail  selling  as  well  as  publishing,  and  gave  me  i>.  ni",. 
varied  experience  than  I  could  have  obtained  in  a  much,  longer 
time  elsewhere. 

h'casDn  for  (  hnnge. —  T-ast  monfii  the  hu-inoss  of  the  coni- 
j)any   w.is  sold  out    to   the  publishing  house  of  ,1.  ('.  Collins  X: 


APPLICATIONS    AM)    RECOMMKXDATIONS    429 

Son.  Tlic  cliicf  ,'iccoiintant  of  this  coiiipjiny,  !Mr.  Fruncis 
Udwlts,  (■xj)r('ss('(l  liiiiisolf  (is  thorou^'lily  satisHi'd  witli  the  con- 
dition of  my  hooks.  He  has  left  me  in  charirc  of  the  final  set- 
tlin>:-u[)  of  the  affairs  of  the  Fiiianeial  Piilthshin^r  '^'om{)any. 
lit  also  offered  me  a  position  in  Jiis  or-ranization,  hut  I  prefer 
to  t  iitt  r  the  emi)h)y  of  a  tirsl-elass  aeeoiintant. 

Clninirfir.—  I  am  American-horn,  Christian,  twrnty-two 
yt.irs  of  a^^e.  and  live  at  home.  My  former  employers,  Mr. 
.lohn  H.  Weld  of  W/ild  and  Weld,  and  Mr.  Anthony  Britton, 
toriiiiTJy  of  the  Financial  Puhlishin<r  Company,  now  of  R.  B. 
Davis  ,V  Company,  ^IH  West  Street,  will  vouch  for  my  indus- 
try and  honesty.  I  shall  be  <rlad  to  have  you  communicate 
with  either  of  these  gentlemen  or  with  the  authorities  at  the 
New  York  University  School  of  Connncrcc,  Accounts  and 
finance. 

I  trust  that  these  qualifications  may  meet  your  rcquircmcnt.s 
and  that  you  will  give  me  the  j)leasure  of  a  personal  interview. 

^'ery  truly  yours, 

Arthur  Stanley. 


IlMckiu'vcd  forms  like  this  would  not  do  for  the  most 
prooirssive  firms.  They  laek  emphasis,  heeaiise  the  he- 
,uiiiiiin«i'  and  end  are  sure  to  he  formal  expressions  of 
cniirtesy  and  respeet.  They  laek  unity,  heeause  there 
is  no  eoneentration  on  any  sintrle  point  in  favor  of  the 
■ippiicant.  Aside  from  these  defeets  of  eonstruetion, 
tlicy  usually  laek  sutfieient  distinetiveiuss  of  tone  to  im- 
press the  reader  with  the  writer's  eharaeter. 

Charaeter  is  essential  in  a  letter  to  a  progressive 
firm.  They  value  their  own  jud^-ment.  hased  on  the 
<liialities  of  the  letter  itself,  more  than  thev  do  the  \\ul<r- 
nient  of  others,  as  shown  hy  reeommendations.  They 
<l"  not  ask  that  an  api)lieant  should  come  with  his  ehar- 
•nier  ill  tus  han(i.  in  tiu'  form  timt  eooks  and  liouse- 
maids  in  Knolaiid  earry  it.     They  expert  to  find  it  for 


^' 


i;}() 


lU  SIM'.SS    ( OKKllsroNDlACK 


themselves  in  his  f'aee.  liis  speeeli  atid  tlie  m  ;u  lie  ear- 
ries  hiniseir.  In  the  ease  of  a  letter,  they  Iwii  it  in  his 
lano'uan-f  mikI  his  attitude. 

In  Mritino'  to  sueh  a  firm,  then,  yon  should  omit  all 
exeepi  the  essential  jxiints  in  which  they  are  most  likely 
to  he  uitereslcd.  To  ]h-  sure,  it  may  re(|uire  a  lonn-  let- 
ter to  <.ive  these,  hut  it  usually  docs  not.  Tsnally  a 
sinojc  pa^e  letter  contains  all  that  need  he  said.  Such 
other  evidence  in  Ihe  form  of  eli|)pinns,  letters  and  the 
like  as  ni;  support  you  may  he  enclosed.  The  letter 
itself  should  he  hoiled  down  to  the  essentials. 

It  should  hen-in  with  some  statement  that  is  of  inter- 
est to  the  reader.  This  may  he  a  restatement  of  the 
reader's  requirements.  It  may  he  an  interestin^£v  fact 
ahout  the  writer's  e\i)erienee.  It  should  never  he  an 
unimportant  remark  such  as  this:  "I  saw  your  idver- 
tisement  in  the  I?lank  Manazine."  or  "Ifavino-  learn. d 
that  you  ha\e  a  vacancy.  .  .  ."  Nine  (*ut  of  tti.  ap- 
l)Iicants  heoin  with  |)hrases  like  this.  They  are  fatal  to 
your  hopes  of  o'ettino-  attention. 

i\n  the  facts  in  the  letter  should  he  expressed  in  the 
mo.  concrete  way  possihie.  Von  should  not  simply 
say,  "I  have  had  a  ^ood  education,"  or  even,  "1  was 
graduated  from  ^'ale  in  the  class  of  1!H)7."  Much  het- 
ter  woidd  he  soniethino-  like  the  following':  "Duriiiir 
my  course  in  the  ShelHeld  Scientific  School  at  Vale 
University,  I  specialized  in  Klectrical  Kn^ineerin^,"  or 
"My  first  knowIed<4e  of  steno^Ta|)hy  was  ohtained  in  a 
two-year  course  in  HIank  lousiness  School." 

The  same  method  applies  to  the  stating-  of  experience. 
You  should  always  lay  particular  stress  upon  your 
achievements  that  were  worth  while,  especially  for  the 


.(•  ii.. 


I —  i- 


I  i'  1.. 


ill  iii  1  aClii  I  0' 


likely   to   he   interested   in   cost-keeping  and   scientific 


I  If' 


AIM    ,I(  ATIONS    AND    UIK OMMF.VDATIONS    131 


or 


i 


laiiaocnicDt.  Trll  liim  what  you  have  done  in  that 
field      If  you  are  applying-  for  a  i)o,sition  as  aeeountaiit, 

l.itc  conerctely  just  what  you  h^  e  done  in  tliis  fieh] 
ol  work.  Do  not  make  many  j)romises.  One  thin^^  you 
Iiavc  aeeomplishc'd  is  worth  a  do/en  things  you  proilose 
III  (ill. 

ill  the  same  way  you  sltould  eoncentrate  on  a  few 
U(wm|  n  t'erenees  rather  tliar)  mention  many,  some  of 
"ill.!  m,!y  he  of  doul»tful  vahie.  It  is  hetter  to  enehise 
;  |)y  oi  a  ijood  U^tt-  r  than  to  state  the  names  of  half 
a  (ioz(  ri  ])e()ple  who  will  he  wilh'n^  to  voueh  for  you. 
Always  send  copies  of  reeomniendations;  never  orig- 
inafs.  \s  a  ride,  however,  letters  of  recommendation 
shonld  not  l)e  sent  when  you  answer  an  advertisement. 

Do  not  fall  into  tlie  mistake  of  iisiiifr  tlie  old  hack- 
nryed  exjjression,  "I  am  not  afraid  (,f  work,"  or  "Give 
iiie  a  elianee  to  prove  my  ahihty."  If  you  cannot  tliink 
i'(  anything-  hetter  to  say,  say  nothing-  at  all  ahout  your 
iftitud.  towaid  your  work.  If  the  kind  of  letter'you 
lia\e  written  does  not  prove  your  ahility,  t  is  useless  to 
say  that  you  have  it.  The  hest  piece  of  evidence  either 
tnr  or  a<,rainst  you  is  tin  le^  r  itself,  and  hy  it  you  are 
lioiiiid  to  he  judpfcd. 

I-'H.  Successful  appHvatious.~'V\\e  followin^r  cxam- 
p't  s  will  illustrate  the  kind  of  applications  that  proved 
Miccessful  with  progressive  firms: 

(liM  l.K.MKN  : 

Tlic  rcquircm.iits  cailtii  for  in  tlic  position  advertised  in  the 
I'rctiiiig  Tclfcjram  of  Defcmfcjer  14tti  I  liavc. 

Mv  '  ttiis  liav(>  individuality,  cliarac-tcr;  tiioy  have  force, 
aiv  original,  and  have  tlic  po  ,i  of  ptrsuasion.  It  has  UiV.-n 
tiiiir  to  acroni})]Isl,  this,  l)ut  il  is  dom-  now,  and  the  result  is  at 
vour  s(  rvifc. 

In  11)00  I  was  graduated  from  Union  College,  wliere  I  had 


m\ 


r,V2 


lU'SINKSS    COHKKSrONDKNCK 


H' '  ^ 


l->£^v£i^'S[  '  .k 


thorou^rli  drill  in  l",iiirlisli ;  Ihikc  I  know  liow  to  write.  Pr;ic- 
ticjil  husiniss  cNpc  riiiicc  li.is  sliaped  inj  knowlf(l<rL'  to  thr  point 
wlicri'  returns  :ivv  Mire  from  it. 

As  Sales  .Manai,fer  for  the  HIank  'I'l;;-'  ine  Co.,  I  carried  on 
my  work  chiefly  hy  correspondence.  Hoth  ayent^  and  cus- 
tomers were  secured  by  mail;  therefore  those  with  whom  I 
dealt  were  known  only  hy  their  letters.  The  work  vas  arduous 
.ind  recjuired  sound  judijment;  and  to  secure  res  Its  tlirou"-li 
the  sole  medium  of  coriespondence  was  somethin^^  of  an  achieve- 
ment. 

Without  cnnveyin^r  in  the  least  any  of  tlie  confidential  details 
of  the  l)usiness  referred  to.  I  am  privileirt.d  f,,  state  that 
throu^rh  my  efforts  the  volume  of  .sales  was  substantially  in- 
creased, likewise  profits.  1  refer  to  .Mr.  C.  F.  Blank,  Presi- 
dent of  the  ("onijianv. 

I  am  enij)loyod  now. 

My  homo  is  at  the  address  ^'ven  above.  T  liave  a  wife  and 
four  children. 

I  know  I  am  entirely  within  the  truth  in  stating  th.it  niv 
ability  as  a  correypoi.deiit  is  considerablv  above  the  avira^i". 
That  staienieiit  is  susceptii)le  of  proof,  and  the  al)ove  reference 
is  submitted  in  support  thereof. 

Wry  truly  your.s, 

Gkntt.kmiv  : 

'i'lie  fact  that  yotir  advertisement  in  yesterday's  Moil  is  a 
repetition  of  on-  of  a  week  af^o  is  proof  that  the  <:Trado  of  men 
who  rejilied  to  the  first  advertisement  failed  to  impress  you. 

Many  .arc  called,  but  few  are  chosen.  I  ho])e  to  be  one  of  the 
few,  obviously. 

The  sort  of  work  you  want  done  has  been  performed  by  me 
in  a  good  New  York  hoiis,'  to  whom  I  shall  be  rrhul  to  refer 
you. 

The  ])lari  you  have  in  mind  to  follow  is  unknown  to  me,  hut 
I  venture  to  s;iy  that  I  can  adapt   my  modest  talents  to  it. 

•J  iie  cinet  re(|inMfes  for  most  luidertakings  are  knowledge, 
pluck,  jidaptabilily.     I  have  some  of  each. 


AIM'I.ICATIONS    AND    HIK  O.MMKNDATION.S    K 


I 


s 


g 


I  .1111  married.  Iiave  cliilch-on,  and  ask  forty  dollars  a  wrck. 
I  (liin't  hliiff,  but  do  what   I  am  (old,  and  a  lot  without  biing 

Yours  vrry  truly, 


tiil( 


or  course,  these  letf'-s  are  Jiot  to  l)e  taken  as  models. 
Ml  re  (liaii  •Isewliere,  ii  is  ess(>iitial  in  nu  appiieatioii  that 
tli<'  writer  firi'is  liis  ow:  method  of  e.xpressioii.  Jt  is 
(Mliciill  to  eoimterl'eit  successfully,  and  if  connterfeit- 
n\jj:  is  (hseo\ered  it  will  react  unfavorably  o?i  the  one 
\\h()  |)iaetised  it.  Aside  from  this,  no  one  letter  will 
s(  rvc  with  all  classes  of  employers.  Von  should  keep 
'I  mind  the  ^-olden  rule  of  adaj)tation  to  th.e  reader. 

1  •_'!>.  Apidicdfioihs  for  rccain  mriidcd  positiors.  -The 
easiest  [positions  to  secure,  as  a  rule,  are  those  for  which 
y(Hi  have  l)ee?i  recommended.  lint  you  must  not  make 
tlu  mistake  of  supimsin^r  that  your  sponsors  Mill  do  all 
i.  w(  rk  for  you.  What  you  have  to  say  for  yourself 
|^  niore  important.  It  must  supply  any  essential  facts 
aiioiit  yourself  that  your  sponsors  may  have  omitted. 
If  must  lay  stress  upon  the  (|ualifieations  ai)out  which 
tile  employer  is  likely  to  he  most  in  douht. 

Now  it  is  evident  that  you  need  not  speak  of  your 
personality  and  character.  It  is  also  evident  thatyou 
n((d  say  little  ahout  the  part  of  your  experience  with 
uliich  yoiu-  sponsor  is  most  fann'liar— prohaLly  that  oh- 
tained  in  his  employ.  Vou  must  cover  the  period  since 
tliat  time  to  the  satisfaction  of  the  reader,  ^'ou  must 
't'ten  show  M-hy  you  desire  to  change  from  your  present 
■'-itiiation. 

^  our  reason  must  he  a  good  one.  :Mere  dissatisfac- 
tion with  your  present  jjosition  will  not  do.  Some  peo- 
I'l'    are  always   dissatisfied.      Their   frecnjent   chanires 

SIKIIl 


UK, 


classify  them  as  "floaters,"  and  employers  avoid 
111.    It  is  a  good  thing  to  have  amhition,  but  this  is  r. 


m 


434  lU'SlNKSS    COHUKSPONDKNCE 

diffcrcn;  tl.i.io'  fnuu  disc-ontcnt.     lU-  sure  vour  reason 
IS  Mivcn  i„  Slid,  a  w.-.y  as  l„  avoi.l  the  ap'pearance  ,.f 
disloyalty  to  present  or  past  employers.     Do  not  aer  -. 
then,  of  CavHritism.    Do  not  |,cwail  vour  laek  of  op 
tunity.  or  sa>  you  are  'ti.-ed  of  waitin<r  to  ste.)  into  (^ 
men's  shoes." 

Son.elimes  it  is  vdl  to  oive  a  verv  eon.plete  auto- 
hio^raphy.     Kmployrrs  often  dem:;u<i  ll.is.     Theohjee- 
tiuM  a-a.nst    this  in  the  ease  of  a/.swe.vs  to  advertise- 
ments does  not  hold  ^-o,,,!  he.-e,   for  vou  have  not  the 
•same  neeessity  ..f  atti-aetir.o-  attention.     Tie  reeommen- 
dat.on  has  prol.ahly  seeured  a  liearin^r  f,„.  you.     The 
safest  plan  is  to  omit  nothino-  that  can  fui'ther  your  eausc 
There  are  oeeasions,  hov/cve.-,  whni  striet  eoneenti-a- 
tion  is  neeessa.-y.     These  oeeasions  eome  when  the  em- 
ployer has  expi-essed  a  doi.ht  ahout  you.     Med  the  oi- 
jeetion,  if  you  ean, 

A  nond  instanee  of  this  kind  occurred  in  the  experi- 
ence of  a  youno.  n.McMc  on„luate  who  was  lookin^r  f,,,- 
his  first  positi<.r.  as  tead.er  in  a  Western  hiuh  sd.o.,1. 
Ills  letter  of  application  was  favorahlv  received  hy  the 
superintendent,  hut  the  answer  to  ,t  co,.chi<led "  with 
this:  -\Vc  have  had  sonic  applica.its  for  positions  in 
the  past  whn  have  t..hl  us  they  di.l  nnt  smoke  or  d,-ii.k 
an<l  had  no  other  had  hah^ts,  hut  after  tli,  v  had  hr,  i. 
lierc  for  a  while  we  found  they  did  not  kr-ow  them- 
selves." 

^I*!"Uiptly  the  y-Miiii.-  uj-adiiate  lele,nrai)lied  hack: 
"I   kliiiu    myself." 

'I'Ik'     next     n.essairc     fn.n.     the     sup.    iutendent     an- 
noimetd   his  appoiiitiiient, 

l.-{(>.    h\rnmmrnil„li,nis.      The  ht  ler  ..''  rccon.me.Ml.i- 
«i"!i  Itself  deserves  a    l\  w   w.,nls   h,,tl,   fn,.,,  Ij,,.  sI.uhI 
P«""t   "'•  the  writrr  ;:ih|   fn-,m  that   ..f  the  oser.     TIim. 


AIM'LICATIOXS    AM)    HIX OM.MEXdaTIONS    435 

arc  two  n.ai.,  varieties:  tlu.se  that  serve  as  Lre.ieral 
-oH'n.en.latic.s  addressed  "To  rchon,  if  uuu,  concern  " 
^iMd  those  t.iat  are  addressed  to  an  individual! 

The  hitter  is  hy  far  the  more  vahiahle.     So.ne  I,usi- 
n;  vs  ,ne„   reC.se  to  write  the  other,  or  '  o,,.,,-  h>tter 

'  l-.v  d,,  not  eare  t(,  reeonl  their  opi,,io,,s  in  pennanent 

'""'•  ""  the  theory  that  the  letter  ,„av  he  used  Cor  i|- 

!.  Uit.rnate  ,,ur,,oses  or  at  a  C.tnre  time  whe„  the  man's 

'''•'-•aeter  has  .,ndero„ne  a  radieal  ehan.e.     When  an 

.'H,.loycvk.ayc.   their  serviee  they  sin.plv   promise  to 

■mswer  tr.ithlully  any  (,nestions  asked  th'e.n  ahont  1 

<li"'-a'-ter.     Some  men.  on  the  other  hand.  .^\xc  re<,„ 

"K  /Hiat.ons  to  people  they  hardiv  know  hv  sioht      Th 

'wn   M.-n   reeomn.e.ulations   written    hv  ■thc'appjieant 

iHuiselt.     Sueh  letters  have  ah<   :t  as  mueh  value  as  the 

f-t,mon>als  lor  patent  n.edieine.  that  purport  to  have 

-.M    nT.tter,    hy    aetre.ses    or    pugilists.      Thev    have 

)"l|-'      >nno-  the  letter  oC  reeommendation  into  ,mde- 

•^'  i\  ( (I  disrejjute. 

"■;"'  "JH"  letter  oC  reeommen.Iation  is  written,  it 
^'"'"l<i  'h'  l>neC,  a.ul  should  state  o,dv  Caets  >vithin  the 
^^nt.rs  knowle,lu-c,  Tsually  a  eoneise  historv  oC  the 
'iMployees  servi^-e  with  the  eon.par.v  is  euou^rj;.  (),,„. 
i-n>  should  he^iven  reservedlv.  iC  at  all. 

Il"'  Collowing  is  a  «ood  style  oC  the  open  reeomnien- 

'l;iti(in  : 


lis 
oni- 
cy 
t 


ii 


A      '1 


V"    W  lit) III   It   Mail  Co 


ticcrii: 


!:;;;;;f*'''  '''f'- '''■'•''''''■'■-'->■"  ■ , ..„«-,. 

:..','";:.'""'"'■ •'''■'-'•'-'-...,,  assistant 

ixr  «v.k       S..„n  „n,.,-  tins   h.   .ol„Mt.o,lv    |,  f,    ..ur  s..,vi.-./ ,,. 
-wmtc   In.ns.lf   uiih    Mr.    IJi.lu.ni    Hot-. 


liiii 


436 


BUSINESS  (  ORRESPOXDEXCE 


Tils  work  was  iiitlrcly  satisfuctorj  both  as  assistant  and  in 
cliar^f  of  small  rii^a^riiK'tits  (iurinjf  the  latter  part  of  his 
service,  and  he  f^ave  jjroniise  of  development  tliat  would  war- 
rant promotion  to  the  rank  of  areountant  in  ehar<;e.  His  in- 
dustry and  h;d)ifs  were  both  entirely  satisfactory. 

Very  truly  yours, 

The  rcconuiu'iulatioji  addivsscd  to  an  individual  is 
iiiuc'li  more  valuable  and  is  easier  to  write.  It  is  a  ])er- 
sonal  eoninniiiieation  and  slionld  therefore  'l)e  a(hi])te(l 
to  the  reader.  It  should  <,nve  the  f'aets  concretely  and 
explicitly,  and  it  should  he  free  from  laudatory  stat'- 
ments  of  a  ^'•eneral  nature.  Overpraise  arouses  sus]»icion. 
Some  men  like  to  display  their  descriptive  talents  in 
every  letter  of  recommendation  they  write,  with  results 
that  are,  to  say  the  least,  not  helpful  to  the  person 
eulo^^i/cd. 

Kulooy  should  he  the  exception,  rather  than  the  rule. 
in  letters  of  recommendation.  Few  men  assay  100  per 
cent,  pcu'c  gold,  and  the  employer  knows  it.  Praise 
should  lie  <r\\v\\  where  it  is  due.  hut  hlame  also  should 
sometimes  he  given.  Usually  it  ordy  adds  to  th"  value 
of  the  j)raise.  i\nd,  as  in  the  letter  of  ;i|)|)lication,  one 
ounce  of  concrete  fact  is  worth  a  ton  ol  general  asser- 
tion. 

i:{l.  Ifcroitnnnuinlinns  tJiat  //(7/yw/.- The  followin.i,'' 
lettir.s  will  illustrate  indi\idual  recommendations  tli.it 
prodticed  V>  c  right  effect: 

I'nlvirsily   IlclgliK,    New    N'oi  k   City. 

.April  'n,  \<M)9. 

Mv     I)l    Ml     Ml!       ('mi  III!  : 

I  «(iiidir  if  \<ni  have  secured  a  man   to  edit    tlu    Ml.   I'luisitril 
A'(a.v  this  siunnur.      It    \ou   l!a\<'  nn!,   I    think    I    nii^^hl    nilrii^t 
voii  in  two  men.  eitln  |-  nl   xvIhihi  mmuM  In.  m  uiv   |ud^ine.:t.  t  ii 
tinly  ea|>.ii)i('  ol  fiiim;^  tiie  poMiioii  to  your -;it  i^fact  ion.       H' '!' 


APPLICA'J'IONS    AM)    IIECDMMENDATIONS    437 


wnull  hv  <r\ii(\  to  come  and  talk  with  you,  if  there  is  any  chance 
for  thcMi. 

The  two  men  in  (jue.stion  are  Thomas  Smitii,  a  junior  at 
(iale,  and  -lohn  Jones,  a  freshman  at  Wjirren.  Hotli  of  them 
li,i\c  heen  ill  classes  of  mine,  and  are  a!)le  to  write  "-ood  Mu"-- 
i;-.h.  and — what  is  hett<'r — they  have  ori^rjnaht v.  llotii  are 
iiM  II  ,)f  ^rood  character  and  of  faithftdness.  Kaeh  lias  some 
putieular  merits  which  I  will  t-y  to  enumerate  briefly. 

Sni.th  is  the  more  experienced  man.  He  was  at  Warren 
(  (.ll.MT,.  two  years,  durin<r  which  he  took  Rhetoric  with  nic  all 
till  time,  inchidinjr  a  courM'  I  ^rjive  In  Journalistic  Writin<r. 
lir  has  beiii  a  re])orter  durin,<r  the  summer  on  the  lirookvUlf 
diiA":.  He  has  held  remarkalily  hi^di  st.md  at  dale  siiu  e-  he 
wnit  there  this  year,  and  is  one  of  the  hardest  workers  I  ivcr 
kiuw.  Besides  this  he  hasn't  a  sinjrlo  had  habit  that  I  know 
of;  does  not  smoke  or  drink,  and  is  not  a  ladies'  man.  I'm 
.itr.iid  that  he  is  too  modi  st  to  be  a  ^rreat  pusher,  however, 
UKJ  y.iu  mi^dit  not  find  that  he  mter.'d  into  the  social  life  par- 
tniilarlv. 

•  loiu-  has  tiie  more  a^r^rressive  and  attractive  personality. 
II.  has  been  editor  of  hi^di  school  pubHcations,  and  has  <loiio 
--  o(i  work  in  my  courMs  lure.      He  ha>  plmty  of  .saxoir  faire, 

iiiii  has  such  soci.-d  accomplishment ^  jis  sitiirin.,'  and  dancinij • 

\.rv  likely  is  a  fusscr.      I  do  not  think  he  has  ,inv  real  vicivs, 
.ii!(l  111'  is  enertji  tic. 

I'.ither  m.an  w.ulii  be  n;l,id  (o  rail  at  any  time  you  wish  and 
t  lik  with  you.  and    J    commmi  nt  ioiisly   biliivr   that   eithiT   vsould 


.Mo-,1  sinierely  vours, 

11.  C.  Ilii.i. 


'  •    a  ij^ixh]   man    for   •.  on. 

'/'.  .I,,l,,;  ('.  (\irl,  r. 

Hnlfi>r,l.  Mass. 
lb  V 11  Mil.   I'll  \\  K  i  i\  : 

'riiis  \mI1  introduce  to  yi.o  Mr.  Arthur  H.  Corli.,  \(]io  wants 
ti.  ^al  ir.i.)  advertising'  work.  I  fe.  1  mik-  that  In.  .|uali(icaf ions 
*ill  H|),)eal  to  you. 

lie  has  Imd  no  pnicticul  cxptriciue  in  tin   work,  excej.t  that 


438 


niJSIXESS    CORHESrONDFACE 


■  I' 


obtained  in   (he  lui^ini'.ss  (icjiartnuiit   of  a  small  newspaper  in 
Ohio.     Most  of  his  experience  has  been  in  the  teciinieal  field. 

He  \Mites  well,  howtver,  and  has  a  ^rivat  deal  of  originality 
an<l  force. 

Of  his  personality  I  will  say  only  this:  lie  came  here  to  the 
Mill)  ink  Tniver.ity  .  .  .  last  fall,  without  knowing  u 
single  person  in  the  city.  'I'wo  w.  ks  after  his  entrance  he  wa. 
elecf(  .!  j)re>i(leiit  of  his  cla'.v. 

I  have  a  very  high  opinion  of  his  ])ossil.illties,  and  shall  per- 
sonally ap{)reciate  any  consideration  you  mav  give  hii,,. 

Wry  truly  ycnirs, 

E.   (J.    IIoPKIXS. 

Tlie  applicant  slioiild  have  some  judoiucnt  in  liis  >e 
of  letters  of  reeoniniendalion.  A  lar^e  slieaf  ol'  tlieiii 
IS  not  always  an  asset,  espceially  if  many  of  t  -m  arc 
from  his  teaeliers,  liis  father's  old  friends,  and  the  pv  - 
tor  of  his  ehin-eh.  They  may  sometimes  he  vahiahle  in 
reaeiiino-  aii  old,  eonsen  ati\  (_■  nierehant,  r>r  hanker,  hut 
their  chief  vahie  is  as  keejjsakes.  Most  hnsim  .s  men 
won't  hother  to  read  a  lot  of  leta:-s  that  are  simpiv 
variations  on  the  theme,  "Jolniny  is  a  o(„,d  l„)y." 

There  are  occasions,  of  course,  where  a  eonsiderahie 
nnniher  of  recommen(hitions  may  nrofitahly  he  used. 
Haidvcrs  and  investment  houses  sonietinu  s  attach  weiyiit 
to  them,  for  they  arc  concerned  with  an  apphcant's 
social  stan.lino-  and  moral  integrity.  I„  the  majorilv 
of  cas,  ..  ii  is  hctler  lo  sch ct  «.nly  the  one  or  two  that 
arc  must  xalnahlc  hy  reason  of  the  writer's  reputation, 
his  knowicdof  ,,r  the  ai)plicanl,  and  fh<'  forer  of  his 
expression  of  opimon.  The  others  should  he  held  in 
r<s(  r\e.  .Some  sluMiid  tie\er  he  used  at  all,  for  a  poor 
r«-<»mmendatiMii  is  a  burden  rather  than  a  help. 

!.'{'_».    r>isnlicil,,l  (ippfiidlinn.s.      \ n^   will    fretiuentlv 
I'md  it  advisaiile  not  to  d.  p(  tid  on  triends'  recommenda- 


API'LICATIOXS    AND    KE(  OALMFADATIONS    W!) 


I 


tlniis.  nor  t,  ,i'ait  for  advertisements,  but  to  ^o  hunting 
i(.r  the  position.  Vou  should  do  this,  if  jmssihle,  before 
Itavinu-  your  old  position,  and  you  ean  if  you  use  letters. 

Hut  don't  use  them  indiseriminately.  Don't  follow 
the  |)raetiee  of  those  who  write  a  form  letter  and  send 
copies  of  it  to  fifty  different  eoneerns,  in  the  hope  that 
tliey  may  find  an  openin^^  somewhere,  "^'ou  can't  kill 
liiu- ^^ame  with  bird-shot.  Neither  ean  you  obtain  a  good 
|)(isit!<  ii  by  any  form  letter  campaiun. 

Tiiere  are  exceptions  to  this  rule.  A  man  who  lias 
service  to  offer  many  companies  may  address  many. 
This,  however,  is  slightly  ai)art  from  letters  of  api)lica- 
tlon  ])ure  and  siniple.  His  task  is  to  appeal  to  the 
),irg(  I  possible  numl)er  rather  than  to  impress  one.  lie 
IS  compelled  to  make  his  message  complete,  even  at  the 
loss  of  concentration. 

Here  is  a  good  instiuice  of  the  successful  general  let- 
t(  r*  It  w;!s  printed  <,n  rough  card-board  of  very  cheap 
>|iialil\,  but  it  secured  a  r.iir  peieentage  of  resj)onses. 
Tills  result  was  due  largely  to  the  simplicity  and  con- 
ii(  teiicss  of  the  storv. 


Esi- 


ri 


Yini  would  not  N,. ],.(•{  u  salcsiii.ui  by  ji  "piir-In-ilu'-haff" 
III.  thod.     Y,,M  would  inquire  info  liis  cxprririicf.  his  ability  to 

mII  ^roods,   I.,:     riH'o Kiulatiotis.      Yon   would    look   liini   over 

ciiticailv. 

In  ofl'iiiuir  my  service  to  you  as  a  sales  ;ind  advertising^ 
iii.ina<r(  r,  my  business  history  may  he  of  int.  rest. 

1HH!)-1.S<)(),  truvi  lin;r  s)ilesMiuri  in  N.w  I'.nnl.ind. 

1K;)1  ]H5)i,  \  ulc  I'niversily.  (..aihial.d  from  course  in  mo- 
I  liuiical  eii^int  criri;,'. 

Same  time,  and  (ontinuiriL,'  four  years,  started  and  publislie(f 

inafrnzine  f,)r  a  college  frat(  .lity.  Was  tiie  whole  thin^'  - 
•Wui.lf.l  l,y  |.,Tiiii>sln,i   fn.tii   "S<iriiti(i<    S.il.s   M^itiM^r.. „„.„'.••  (,)    Clmrh-a  W. 


440 


Bi:SI\ESS    C()11IU:SP0XDE\CE 


1    I 


editor,  publisher,  and  cliiif  coritrilMitor.     Incidental] v,  I  earned 
money  writing'  advertisements  for  retailers. 

1894-189!),  traveling  salesman,  eallin-r  on  wholesale  and  re- 
tail groeers. 

1899-1904,  secretary  and  treasurer  of  large  wholesale  firm. 

It  was  here  that  I  began  advertising  for  big  results.  Our 
trade  mail  list  was  «,()()().  For  one  yi^ar  we  sent  out  mail  cards, 
then  a  paper  called  IIo/,t's  Hand  Wayon.  It  was  a  cheap  af- 
fair, but  it  did  things.  Within  two  years  we  increased  the 
business  front  $;}()(),()()().00  jnr  year  to  .$.5r)0,0()0.0().  I  adver- 
tised one  of  our  branded  articles  direct  to  the  consumers, 
using  newspapers  and  .street  cars.  I  h.id  the  advertising  bee 
in  my  bonnet.  I  wanted  to  devote  all  my  time  to  it.  When 
the  railroad  bought  the  entire  plant  I  decided  it  was  a  good 
time  to  start. 

Since  190,'J  I  have  directed  the  sales  and  advertising  for 
George  U.  Woolson  &  Company,  publishers  of  personal  ac- 
count books. 

The  advertisements  that  I  have  written  for  them  liavc  paid. 
Four  "ads"  in  Krcri/hodi/'.s  cost  .h;1  .;}()().()().  We  had  our 
money  back  in  three  months,  and  the  rest  was  velvet,  and  on  a 
single  .$1.50  book.  To  1,500  retail  booksellers  and  stationers 
we  sent  eight  times  ,i  year  a  manila  folder,  called  U'oohou's 
Talk.  It  carried  with  it  .a  re|>ly  postal.  It  cost  .fii.j.OO  to 
print  and  mail  it.  Of  ^2(5  issues  mailed,  every  one  had  sli.nvn  ,i 
})n)fit  from  direct  orders.  The  September,  {9()(),  issue  brought 
back  in  direct  orders  on  the  jjostal  over  $;3!i.').00  in  orders; 
profit,  easily  .^^iiOO.OO. 

190  ^,  .uranged  to  open  an  advrrtising  offi<v  i„  \,.,v  y,,,-!^. 
•Nrmcur  ,V  Company  crossed  my  path.  They  oil',  iv.l  me  a  jdl). 
I  d.clinol.  The  boss  te|enraph((l  me  to  come  to  rjiic.igo  at  his 
experis..     I  went.     I  took  the  job. 

190K  nine  months  m.uiager  brunch  house.  Armour  X-  Coiii- 
p.any.  New  Haven.  Connecticut.  Aj.pointed  superintendent  of 
14    houses       ]at(  r,    17    houses. 

I    was    in   so!,,   charge    of   thdr   inisiii.ss    in    niy    part    of   tiic 


,J 


APPLICATIONS    AND    RE(O.MM1:nDATI0XS    441 

country.  I  omployo,!  ail  t!„.  mm.  My  torcv  i.u-huled  40  man- 
.i-trs  and  s/ilosmcn.  Ann.,.,r  k  Conipanv  arc-  tho  l,i^r,rest  in 
t.'uir  l.m..  Tluy  <i....rvc.  this  position  Wcause  tlu.y  kn^w  Low 
to  do  business.  I  l.arnc.d  a  lot  from  tluMn.  Husincss  ^nvw  in 
,ny  t.rntory-so  ,lid  salary.  All  conceivable  plans  wore  fol- 
l-«.d  to  boon,  business  on  Star  Ila.-is,  Simon  Pure  Lard  \r- 
"lour's  Soaps,  Extract  of  Heef,  Veribest  Canned  Meats,  Mince 
Me.'.t,  etc.  I  issued  weekly  bulletins,  salesmen's  papers,  gin^rer 
talks,  held  conventions,  and  met  bodies  of  sah'smen  all  over 
tl-  <-ountry.  I  ran  <lirect  to  trade  ca,npai-ns  to  all  the  retail 
il>  alers.  strong  business-bringin<r  stuff". 

The  more  succ.ss  I  had  th..  n.ore  I  was  convinced  that  I 
>I'ould  devote  my  ti.ne  exclusively  to  advertising  and  sales.  I 
■'.I  t  ...  f-.-ver,  chronic  of  15  years'  stan.iing.  It  burned  me  up. 
I  iwul  been  handling  big  things-.sales  over  four  million  per 
.v.ar.  To  sp,.c.alize  on  sales  and  advertising,  to  drop  all  the 
"tl"r  <i>ta.ls,  was  my  ambition.  The  time  seemed  ripe,  I  re- 
hiirned. 

April  ;i,  1909,  I  hung  out  my  sign  thus: 


ri\ 


CONSULTING  SALES  AND  ADVKRTISING  MANAGER 

This  bald  recital  of  c.xpcrifnco  wc,,,!,!  not  impress  all 
Hassts  of  men.  Its  construction,  however,  is  as  ^r„o(l  as 
<  in  iisnally  he  obtained  in  a  letter  of  this  kind,  or  in  anv 
uvrieral  apj)lieation. 

The  better  way  is  to  select  a  firm  whose  employ  von 

^^'^l>  to  .nter.  an.l  then  make  a  well-directed  elfort  to 

■"MlK-re.      Youv  selection  should   be  earefullv  consid- 

."-'!•  and  should   be  based  upon  the  opportunities   for 

•7;^';^'V"^"«  '•••>"''■'•  ".an  upon  the  chance  of  an  imme- 
'I'-'U'.y  lar-cr  salary.  You  sh.ndd  be  wiilinj.-,  indeed  to 
•'I''  I't  a  lower  salary  in  nicr  to  secure  the  desired 
'''■■"IMC.    n  yon  have  not  (unlidence  cf.ou^h  in  yourself 


442 


BUSINESS    COKRESPONDENCK 


^* 


m 


to  do  this  it  means  that  yon  arc  siin})ly  discontented  or 
else  yon  hick  the  stamina  to  l)ack  yonr  amhition, 

Wiicn  yon  ha\c  picked  out  the  firm  and  are  sure  Ihal 
it  is  the  ])hicc  for  //on  there  still  remains  the  harder  task 
of  sho\vin<^  that  yon  are  the  man  lor  the  ])lace.  One  l)i<^ 
asset  is  your  desire  to  go  there.  IJnt  it  is  not  an  argu- 
ment, uidess  you  make  the  emi)lover  feel  that  it  is  really 
based  on  yonr  snitahility  for  the  work  and  yonr  inten- 
tion to  deyote  the  rest  of  yonr  days  to  it.  Km])loyers 
are  jnstly  skeptical.  They  have  seen  too  many  f"llows 
who  thonght  they  were  l)orn  acconntants  or  ad-men. 
only  to  change  their  minds  after  the  first  taste  of  hard 


>voi 


k. 


So  yon  shonld  spend  most  of  yonr  energy  finding  out 
the  best  way  to  reach  the  employer.  Take  an  inventory 
of  yonr  life  and  see  what  there  is  in  it  that  will  help  him. 
See  what  (inalities  of  yonr  cliaracter  are  demanded  in 
his  hn^iiu  ss.  Then  adopt  a  tone  that  will  he  ada])te(l 
tol 


iim. 


It  is  liard,  yon  say?     Of  conr 


se. 


Otl 


lerwise,  every- 


body would  he  doing  it.     And  it  is  only  because  it 
distinctive  that  you  c-i  i  profit  by  doing  it. 


IS 


Vou  may  find  that  ...j  circumstances  demand  a  more 


extensive   campaign   than   a    single   letter.      Vou    n 


lav 


want  to  use  one  letter  to  gain  attentioi 
that  a  few  words  about  the  reader's  1 


U 


ememtiii' 


)nsuicss  will  do  tli;i 


th 


n 


lore  effectively  than  a  page  ;d)out  yourself.  The  f (  u 
'vords  may  be  of  praise  or  of  blame.  Tliev  should  at 
least  show  that  the  firm  intei-esls  you.  "N'ou  may  later 
find  that  you  interest  the-  fii-m. 

\<)  geru'ral  rules  can  be  gi\(ii  for  the  proeedin-c.  !t 
varies  with  the  individual.  One  young  man  introdueid 
himself  to  a  (ii-m  by  calling  attention  to  a  fault  in  tin 
])lan  of  the  lirm's  mw  building  which  would  have  ma-'e 


Dig 


AITLIC'ATIONS    AM)    KKCO.MM  I A  DATIONS    H^ 

the  work  of  clicckiii^-  np  delivery  men  both  dilHeiilt  and 
inellieieiit.  Another  jn.inted  out  ;i  possible  iniprovc- 
iiicnt  m  ti  certain  sales-letter.  Another  sunnestcd  an 
a(l\  ertisin<r  slo<ran  that  was  adopted  by  a  firm— and  the 
young  ■   an  with  it. 

Sueh  eases  are,  ot*  course,  rare.  IJut  cases  are  not  so 
raie  where  men  have  secured  positions  by  unsolicited 
letters  that  were  adapted  to  the  reader  in  argument  and 
tone. 

The  following  unsolicited  letter  was  successful  in  ob- 
tnining  a  i>osition  with  a  large  jewelry  concern  in  New 
\  oik  City.     The  names  us.'d  are,  of  course,  fictitious. 

Mr.  John  Jones, 

I  '  Janus  Street, 

Xe:c'   York-  CHtj/. 
I)i:.\u  Sir  : 

TIk'  possibility  of  .sic'uring  ,i  j)osition  as  a  bookkeeper  with 
r  eoruern  has  su^r^rosted   itself  to  me  and  with  this  object 
\HW  permit  me  to  <rivi>  my  quahfieations. 
I  am   tuenty-thr.'e  yvars  of  a^r.    ..„ul   possess   a  hi-h   school 
"lucn\i,m.     I  jiave  been  emph,yi.,l  diirin-r  the  past  five  years  as 
.  hnokkeeper  by  the  Wliite  K-  Ho.l.ir,.  Co..  Manufacturin^r  .1,.^- 
'I'  rs  and  have  heeti  -Iveii  to  mid,  rstand  that  my  work  is  satis- 
ory.     I  am  attendin^r  the  c-vi>iiiii<r  sessions  of  the  New  York 
nlver^ity  School  of  Comniert'e,  Accounts,  and  Finance. 
My    reason    for  desirin^r   t„   uv.ilv   a    ci,an,-e    is    to   ^-ain    the 
'iiiin-  an.l  opportunities  that   a  concern  of  your  nputation 
'I  -^i/e  affords. 

I  '"1  nf.r  yon  f,,,-  informal  ion  ahoiit  mv  character,  ability 
'■'  l-ne.tv  to  the  W|,Ii..  ,v  n,„|..,  cu.,  of'xewark,  N.  J.,  and 
'"liM  Wdliani-,.  also  of  N(  nark,  N.  J. 

I  trust  that  yon  uilj  nrant  me  a  perso.ial  int.rview,  at  which 
iiirr  drtails  can  he  discuss, d. 

Hespcct  fully  yours, 

'i'lioM  \s  S.MrrH. 


\  til 

ill 


t    :.t( 


'f\ 


\   .'< 


if 

-i 

■J 


if 


J|i! 


n"i' 


CHAPTER  XI 

ANSWERS    TO    COMPLAINTS 

133.  Xcctsaiti/  of  tliem. — It  nuiy  trutliruUy  he  said 
tliat  the  best  way  to  answer  complaints  is  to  conduct 
business  in  such  a  way  that  there  shall  be  no  complaints. 
liut,  as  a  matter  of  fad,  no  business  was  ever  so  con- 
ducted, and  while  iiumun  nature  remains  in  its  present 
imperfect  state  the  business  man  will  always  have  to 
smootii  over  a  great  many  tlisputes  and  diHiculties  that 
arise  despite  all  precautions.  iVnd  to  appease  a  man 
who  believes  he  has  just  grounds  to  complain  and  still 
keep  him  a  friend  recjuires  the  most  careful  use  of  the 
letter-writer's  art.  Jiut  before  considering  the  i-nswer 
to  a  complaint,  it  is  worth  while  to  consider  the  way  in 
which  a  complaint  should  be  written,  if  you  have  to  make 
one  yourself. 

134.  IIozv  to  make  complaints. — Courtesy  is  the  most 
necessary  (juality  in  a  complaint  since  it  is  the  one  most 
likelv  to  be  violated.  A  man  who  has  a  <jrievance  is 
temi)ted  to  ex|)ress  himself  as  bitterly  as  he  feels.  Ihit 
harsh  language  almost  never  does  any  good,  and  very 
frecjuently  delays  settlement  of  the  difliculty.  It  usn- 
ally  leads  to  an  interchange  of  comjjlimer.ts  that  is  di- 
grading  to  l)oth  parties  concerned  and  lea\  cs  them  sworn 
enemies.  Such  exchanges  of  sarcasm  and  vitu[)eratIon 
as  the  following'  are  by  no  means  uncommon: 

!  Actual    litters    cxicpt    fur    tin-    Iiuhk-s.     Quoti'd    from    Commerrwl    Cur- 
re!}j(indtnre  by   AUtert   Cj.   iJcldiiifj. 

414 


I 


'i 
3 


ANSWERS    TO    ('(niPLATNTS 

Utica,  N.  Y.,  Jan.  31,  1906 


++.■ 


The  Jones  Shoe  Company, 

Brockton,  Mtiss. 

Kip,  rip,  rip!  is  the  order  of  things  with  us  since  wc  received 
that  last  CISC  of  so-called  ladies'  fine  shoes.  What  are  thev  made 
of.  aiivwav.^  Is  it  leatlier,  or  an  imitation,  and  whit  did  jou  use 
inr  stilchino-,  paper  or  thread.- 

Our  patron.-,  are  returninn-  shoes  from  that  case  on  an  average 
(if  three  pairs  a  day.  Wliat  do  you  suppose  wc  arc  going  to  do 
uith  such  shoddy.^  We  thought  you  were  real  shoe  men  wlio 
iiii(ierstoo(J  their  business.  We  expect  to  hear  from  you  right 
away,  quick. 

Yours,  etc., 

Pkter  Howe  &  Sons. 

Brockton,  Mass.,  Feb.  52,  1905. 
Messrs.  Peter  Rowc  &,-  Sons, 

Utica,  X.  Y. 

(iKXTLEMEX: 

Your  very  kind  favor  of  the  31st  ultimo  Is  rcccl-ed  and  we 
■nv  ol)liged  to  you  for  your  pleasant  way  of  putting  things. 
^  o;ir  letter  comes  to  u.;  as  a  beautiful  sunbeam  on  a  dark  day. 
^  on  must  have  had  (juite  an  inspiration  to  enable  you  to  write 
^uch  a  gem. 

iNow  when  you  get  cooled  ofF  and  can  come  down  to  business, 
.-end  us  the  shoes  returned  to  you,  toget'ncr  with  the  balance  of 
tile  defective  case,  and  we  will  see  whether  we  can  do  anvthing 
ti'r  you.     Again  thanking  you  for  your  favor,  we  are. 

Yours  truly, 

Thk  Jones  Shoe  Company, 

Tt  is  ahvay.s  well  to  be  sure  in  the  first  place  that  you 
h:\\f  a  •••rievance.  You  may  have  apparent  grounds 
I'M'  complaint  wIkh  in  reality  the  other  man  is  no  more 
t"  hhime  than  yourself.     He  may  not  even  know  of  the 


m 


ill 


mil 


If 

tP.ii 


MICROCOPY    RESOLUTION    TEST    CHART 

ANSI  and  ISO  TEST  CHART  No    2 


1.0 


I.I 


1.25 


Ui  M2S  lllij  2.5 

gSO  '"■■'  11)11=^^ 

i^  M  2.2 

if  Ik  "^^ 

It  1^0  IIIII2.0 


1.8 


1.4 


1.6 


^      APPLIED  IIVI^GE     Inc 


44() 


BUSINESS    COKHKSroNDKXCK 


M 


iii; 
iiu 


■■'» 


(lilficiilty.  Tlierol'orc.  it  is  well  to  tell  him  the  whole 
story  elearly  and  sir  iply.  Tlr  ,  you  may  state  iiow 
you  wish  the  damage  repaired,  or  wait  for  iiim  to  make 
the  advanees. 

Iii.').  .tn.sxccriiif/  ordinar//  compfain/s.—Whtn  souic 
one  writes  to  you  eomplaiiiiuo-  of  shortage,  or  damage, 
or  delay  in  reeeiving  his  goods,  or  the  like,  your  task 
is  more  ditlieult.  Kspeeially  is  this  true  il'  his  letter 
is  angry  in  tone.  He  must  he  ])aeifie(l  and  kept  a  cus- 
tomer if  j)ossi})le.  To  this  end  it  is  well  to  hegin  the 
letter  with  an  expression  of  regret  and  sympathy.  Then 
you  ean  explain  how  it  was  that  the  eause  for  com- 
plaint occurred,  and  show  that  it  is  not  likely  to  occur 
again.  Vou  would  naturally  end  hy  exj)rcssing  a  desire 
for  a  continuance  of  jiis  |)ati-onage.  and  assuring  him  oi' 
better  service  in  the  future. 

If  the  damage  or  delay  or  other  troul)le  was  not 
caused  hy  your  fault,  hut  hv  some  mistake  or  ne<di<«-en(r 
oj  the  transportation  comj)any  or  other  agency,  the  task 
of  exjjjanation  is  comparatively  easy.  Settlement  in 
such  a  case  is  also  easy.  If.  (,u  the  other  hand,  your 
company  is  responsihic.  it  may  l>e  more  diHicult  to  pacify 
him.  and  keej)  his  patronage.  It  is  hest  to  shoulder  tlic 
responsihility  and  he  fnuik  ahont  the  matter,  l^it  at 
the  same  time  you  may  show  that  j)reeautions  have  hern 
takdi  to  avoid  a  recin-rence  of  the  diUicuIlv. 

Iti  doing  this,  you  should  he  concise  and  specific. 
I.ong-winded.  vague  e\|)lai,at ions  ;uid  promises  air 
valueless.  \<.r  is  it  ticccssarv  to  rcNcal  all  the  inside 
workings  of  your  husincss  to  show  how  the  mistake 
occurrrd.  'I'Ik  main  point  is  to  sooIIk  his  iMillled  iVci- 
ings  and  con^  inei  him  that  ser\  ice  in  the  future  will  he 
all  that  he  c.in  d(  sire. 


ANSWERS    TO    COMPLAINT 


447 


WCuE.ramplr  of  zvhat  not  to  do.—The  following  ex- 
ample IS  a  good  instance  of  what  not  to  do; 


Tin;  (^)ii(k-im;ixt  C 


OMI'ANY 


y-'J  Masv  Strekt, 

New  York  Citv,  Jciiiuurj  2iid,  1909. 

rii;\Tr.r:MK.\  : 

In  atrswcr  to  yours  of  the  529  ult.  You  complain  that  the 
'Mtalo^r  w.  j,rn.t.,i  for  vou  was  not  .lolivorcd  until  two  ^vceks 
'"rr  th.  date  wo  pronuscHi  and  th.  paper  was  heavier  vd<^h^ 
tlian  you  ordered,  thus  increasing  your  postal  bills,  and  the  Tnk 
•'"  a  consuierai.le  part  of  the  e.lition  poor.  Of  course  vou  can't 
.xpect  h-rst-class  work  at  the  price  you  pay.  You  o-uid  not 
-rt  anywhere  near  as  good  done  anywhere  else  at  the  price 
:{.-.des,  we  think  you  are  unreasonable  in  kicking  about  the 
i''!--,  „]uch  is  of  a  better  grade  than  the  one  you  ordered,  which 
I'Mild  not  be  procured  at  this  time. 

We   camiot   always   be   respon>ibIc   for  .lelavs.      This  time    it 

"as   a   strike   that    tie.l   up   our  establishment  "for  several   .lays. 

Il"'i   manv   of  the  men   were  green  an<l  so   coul.l   not   work  "as 

"'  II  as  tlu.  old.      It  was  one  that  caused  the  ba.l  ink,  by  lettin-r 

dry  on  the   roli.rs.  but  we  have  threatened  to  discharge  him 

•    ^'   liappens  o„  „„,.  of  y„ur  jobs  again.      'I  nere  probabdy  was 

""'    """•'■    tl.an    .-,    per   cent    .lamage.l    in    this    wav,   which    is    not 

V'TV   srnous.      W..   an.   sorry    that    it    happ,.,e.l.    for   we   like    to 

Imve  a   rcputatum   for  good  work,  wo   .n.-ttcr  what   the  cir<u>n- 

M'ances  arc      W,    will  do  hotter  n.  xt   time. 

Il'-Pm^-  V..U  uill  give  us  a  chanc,.  to  show  you  what  we  r.u,  ,|o 
•^Ihu  we  try  an<l  thanking  you  i„  ant  i.ipation,  we  remain, 

\  ery  truly  yours, 

Till,    QlK^K-PHINT    Com  I- \  NY, 

!•<  '•  I    n.  Sin 


! )  W . 


Tiir  follouinn   iHt,.,-  slums  ..  lulhr  ^y.■,v  „f  ,|,,,li„.r 

)  1 .  1 1 , ; .    .  :  1 .  -    1  ■  » •     .  .  .  •  '"' 


diintially  the  sanii  ;   tlie  dill 


•  xMur  iiiai  itic  argniMidls  used  arc 


I  iiiKi'  is  in  the  present 


r\ 


-:vM 


a- 


448 


BUSINESS    CORRESroXDENCE 


U'-^ 


(iENTLEMEN  : 

Wc  slmre  vour  ro^rot  that  there  was  such  a  dcliv  in  the  de- 
hverv  of  vour  catahj^'K's,  and  that  the  |)a|)CT  and  ink  did  not 
(luito  conic  u|)  to  your  (  xpcctatioiis.  l^vcn  at  the  h)w  price  we 
char^Tcd  you  for  the  work,  we  had  expected  to  turn  out  a  first- 
chiss  joh. 

\ou  would  pr()l)ahiy,  Iiowever,  have  liad  very  much  the  same 
difficulties  witli  any  other  firm  you  had  frjven  the  work  to.  As 
you  may  have  noticed  hy  the  i)ai)er,,,  practically  all  the  i>rint- 
in^r  estahlishmcls  in  the  city  have  been  tied  up  for  the  pasl 
month  with  the  ^'emral  printers"  strike.  We  were  therefore 
compelled  temjiorarily  to  ,iire  i^reen  men  who  were  uimhle  to 
do  the  work  so  rai)idly  or  so  well  ii.s  our  own  employees,  who 
had  heen  with  us  for  many  years. 

Vou  can  see  therefore  that  we  labored  under  great  difficul- 
ties in  turning  out  your  work.  An  additional  difficulty  was  the 
fact  that  the  mills  hav  discontinued  making  paper  of  the 
gradi'  you  ordered.  In  order  not  to  increase  the  delay,  we 
took  the  liberty  of  substituting  in  place  of  it  a  more  expen- 
sive grade.  No  doubt  the  (piality  will  partly  compensate  you 
for  your  extra  ])o^\:i]  bills;  however,  if  you  will  send  us  a 
statement,  showing  the  t  xtra  ciiarge.  we  shall  be  glad  to  deduct 
that  from  the  face  of  th.'  bill.  We  shall  also  be  glad  to  allow 
you  a  discount  for  any  imperfect  copies  wliich  you  may  return 
to  us. 

As  I  said  b(  fore  we  ire  \.ry  sorry  indeed  that  you  were 
compillrd  ti.  sud'er  this  annoyancr.  Our  old  m.n  have  now 
returned  to  uork.  and  wc  have  installed  some  ww  machln<  rv 
so  that  we  shall  hi'  in  hitt.r  position  to  serve  you  in  tli<'  future 
)li;in  we  li;i\c  been  In  the  |)ast.  and  assiir.'  you  that  you  will 
not  be  siii)jecfed  to  similar  difliculties  again. 

Very  truly  yours, 


l.'JT.  ^t n.s:ccrlii(/  coitt pla'nils  (ihtm!  f/aods.-  W]uf\ 
soincoru'  (•(inijilairis  ol'  the  ucx'ils  tiuiiisi'lvcs  lluil  tin  \ 
ari'  not  us  npn  scntrd  or  nvv  nut   wortli   llif   |)ri(r     Ji 


ANSWERS  TO  COMPLAIX'J' 


4M) 


lelicatc  toiicli  is  needed.     Tl 


>;()ine 


lis  is  especially  true  if  thf 


i"ef)ate.     Whetlier  you   yield   to 


writer  demands 

"MS  clc.,„an,l  „r  not  i.,  a  ,|uc-.sti„„  of'husincss  policv  info 
« l..ch  we  cannot  enter,  I  f  ,„„  do  not,  the  reaso,,;  „,av 
I-  '■■>--.«ly  state,l.  In  any  ca.se  yo„  nce.l  to  free  voo,:. 
«ll  „■„„,  the  c,a,-f;e  of  nnsre,„-e«.„fat;on  an,l  at  tl,c 
.«,ne  time  avo„l  any  implication  tliat  his  claim  is  not 
".^"ic  m  «o,„l  faith.  The  following  letter  handles  this 
Situation  fan-lv  well: 


D^Ait  SiK  : 

W^'   liavo   rea.)   your   letter   of  Juno    8tl,   carefully   and   feel 

';plv  s„,.,^tl,at  you  are  not  satisfied  with  the  ^ooch  sent  you. 

^'  M>u  will     indly  state  .iust  what  the  .oo.is  are  and  when  U.ey 

-re  s hipped    and  will  tell  us  just  what  is  the  matter  with  theni, 

«--''    -able  to  take  up  the  matter  in  detail  and  tell  you  W.J 
'.'n  he  done.      We  want  all  our  customers  to  feel  that'they  are 

-1'  >-ted  wen  they  deal  with  us,  and  you  will  tiud  us  anxious 
t"  niake  eyery  fair  adjustment  that  is  possil.le 

I|  -ould  help  us  ^.-eatly  in  t,-a,.i„.  the  shipment  if  you  could 

--M  d.eek  on  that  the  articles  whic.h  haye  .lisappointed  you.' 
We  shall  .lo  our  best  to  arran^re  th.  „,atter  to  please  you. 

Very  truly  yours, 

Vlaints  are,  o  course,  utterly  unjust,  and  the  elaims  un- 
:•"•••;.,.  ed.  In  sueh  a  ease  you  must  i„.  ...nrtenus  hut 
'.'■"«  intelhnol,,,,,  that  you  are  not  at  fault.     Do  not  tell 

Y    n.  .s -harkin.  uj,  the   u  ron^.  tree.-  or    'ki^-kin^. 

■•'.'"'."'    ""t'";'^^         in    faet.    the    ^vord    .-on.plaint    ar.d 

-"-lar  words.  shouM  he  kept  out  ..fvourhdters.     But 

-  -•  youf-self  of  the  ehar^es  in  a  dignified  wav  arul  su^- 

,^._^^  "-^  -^i^v.cii  |,au,o  lu  xeriiy  his  assertions. 


m 


i    i:U! 


4,50 


BrSIXESS    C()RRKSI>0\I)EXCE 


m 


■,•*- 

Tift.    ,; 


liiir 


The  case  ^nven  below  will  illustrate  the  ri^^ht  and  the 
wron^  way  of  handliiifr  a  matter  of  this  kind.  A  small 
furniture  dealer  in  the  upper  i)art  of  Xew  York  State 
ordered  an  assortment  of  l)rass  heds  from  a  wholesale 
house  that  had  been  supplyin^r  liii,,  at  intervals  for  some 
time.  He  ne^dccted  to  ^ive  an  adecpiate  description  of 
the  ^roods,  on  the  su])position  that  a  previous  order 
would  be  duplicated.  The  «oods  sent  him  were  in  the 
dull  or  satin  finish,  whereas  he  had  expected  the  bri^dit 
finish.  lie  then  wrote  the  followin<r  letter  to  the  whole- 
sale house: 

Potter  <S-  Co., 

\c7v  York  City. 
GK^•TLK^tEx : 

Your  sliipimni  of  brass  bods  ordered  bv  mc  on  the  17th 
in.st.  arrived  yesterday  and  are  a  great  disappointment.  Thev 
are  not  what  I  want.d,  having  a  dull  finish  inst..ad  of  a  briirjit 
one.  and  are  very  unattractive.  I  shall  not  try  to  sell  them, 
for  it  would  not  be  any  use.  Vou  will  have  to  take  them 
back. 

When  I  sent  the  order  I  did  not  say  anything  about  havin^ 
the  finish  difF.rent  fro,,,  M.ose  I  have  bou-ht  of  you  heforr 
and  of  eours.-  I  wante,]  the  sainr.  I  ,.a„'t  use  these  hed>, 
Send  me  the  kind  I  onh  red  and  l.t  me  know  what  disposition 
to  make  of  these.  Wry   respeet fully   y(,urs, 

AcMK     Fl- UNIT  I   111'.     Co. 

The  first  letter  priven  below  shows  the  wron^r  method 
of  dealin^r  ^vith  him.  It  has  a  j)atronizin^r  attitude  and 
would  surely  antan(,„ize.  The  second  is  a<la])ted  to  his 
mood  and  ghvs  him  information  that  would  tend  to 
smooth  ov(r  his  rulJIcd  feclin^rs  and  increase  his  friend- 


JF 


snip  lor 


lie  liouse. 


AXSWKHS    'JO    COMPLAIXTS 


451 


"';■  -"V-''''-'  """■■  *"  '"■'■"■ """  >'■"'  "■'■'■•■  >i''m«'i«h,\  with 

'"'•■■  '  I '■ 'i"ii  f"-'''..-.'.-,  ,i„.  f,,.i,i,„,„,,i„  I,,,,, ., 

; ■;"'.'■»';.-■"- -« i...,-  .1,..  i„.i«i,.  «,„»!, , ."'; 

-.-'"•  Mi^«i::;;:*l:L;:;;:::r  .;;;;;;:■ "'^ 

f...  H,„.,.s  i,„vo  ,,.„,,„,  „,M„^  ,1,.™.  .,„.t , ,;       '■' """"'" 
^'■"■""''^■™-"-n».l,..,,,j;,:/;::';;;:^;:;''-".™" 

Very  truly  vours, 

At  tho  sa.no  time,  we  aro  not  altoo-otlior  snrrv  fJ>   f 
>\>    reel  this  way  hccaiiso  in  Xcu-  VorL-  P.-f  i 

"vo!:!-;;":  ■:;':;■;:  ";""■ '-r  "r"' "■■ "-" «-'..  bed. 


"••'  mnit  at  y„ur  cnmvnu-m-v 


'f'liey  arc  not  costini:   y 
'">  would  elsewhere. 


ou   /inv  i>i 


41. 


'ours  truly, 


'ji.ym   nni.sli 


I^ 


OTTKH  R:  Co. 


452 


BUSINESS    CORRESPONDENCE 


Srii 


*  iKhi~ 


Another  example  of  a  slightly  different  kind: 

Dear  Sir  : 

We  rcgrot  to  learn  that  you  wore  not  pleased  with  our  last 
sliipinent  of  canned  ^^oods,  and  regard  them  as  unsalable,  be- 
cause of  tlieir  unattractive  labels. 

It  is  true  that  we  liave  preferred  to  ])ut  the  money  into  the 
goods  themselves,  not  into  a  brightly-colored  label.  Rut  the 
])roof  of  the  ])udding  is  in  the  eating,  you  know,  and  when  your 
customers  have  once  tried  our  Eclipse  brand  they  will  be  satis- 
fied with  no  other. 

Vou  miglit  put  the  goods  on  3  our  slielves,  at  least.  You 
may  find  that  they  disajjpear  so  fast  that  the  scenery  is  not 
marred  by  them. 

We  carry  brands  with  bright  labels,  of  course,  but  the  Eclipse 
is  so  far  .ahead  of  them  at  the  price  that  we  have  almost  decided 
to  discontiiuie  the  otliers. 

You  ar.'  not  the  first  to  eye  with  disfavor  the  rather  simple 
and  unobtrusive  appearance  of  this  line  of  goods,  but  if  you  put 
them  on  your  shelves  and  call  your  customers'  attention  to  tlieiii 
occasionally  for  a  week  or  two  you  will  find  that  they  sell.  U 
vou  do  not  have  tiiis  experience,  you  vill  be  the  first  of  our  muiiv 
patrons  to  be  disappointed. 

For  whatever  their  looks  may  be,  they  arc  the  best  goods  at 
nn  Iff  king  Vile  the  price. 

Verv  trulv  vours, 


180.  Ansrvcrinr/  inndcqiintc  orders. — Sometimes  a 
concern  receives  an  order  which  omits  some  essential  de- 
tails. The  answer  to  this,  rc(]ucsting  a  hetter  order, 
shoidd  l)c  handled  delicately,  much  as  an  answer  to  a 
complaint  is. 


ANSWERS  TO  (  OMl'LAIN'lS  iryi] 

February  20,  1908. 
Mr.  James  Slic~cTm, 

SoiiuTvilh;  X.J.  (?)i 

J)i: Ait  .Mk.-  SiiKvi.ix  : 

UV  liuruby^  notify  you  tl.at  your  estcLUKcJ  ^  letter  of  the 
Kith  inst.  was  nreivcd,  and  roccivcd  ■-  prompt  attention.  We 
are  unable  to  fill  your  order,  however,  as  the  .said  order  ^  does 
not  tell  what  kinds  and  quality  of  goods  you  want.  Moreover  « 
u.u  (lo  not  state  how  you  wish  the  goods  ••  shipped,  and  enclose 
no  funds. 

If  you  will  send  the  necessary  in  formation  regarding  the  qual- 
ity and  kind  of  goods  desired,  and  enclose  a  sufficient  amount 
'n  <'over  transuortation  at  least,  we  will  attend  to  your  order 
immediately. 

Yours  very  truh', 

JoxKs  Bros. 

The  following  is  a  correct  answer  to  a  letter  ordering 

i^'oods: 


iM 


r 


February  20.  1908. 


■Iiiiiu's  Sherli?},  Ksii., 

Somcrvlhe,  N.  J. 
Di'AR  Sir: 

We  were  pleased  to  receive  your  order  of  November  16,  but 
i-^  we  wish  to  be  sure  of  filling  it   to   your  entire  satisfaJtion, 
ue  would  ask  that  you  fur.n'sh  us  with  a  little  additional  inf..r- 
iiiition  regarding  the  .articles  you  desire. 

■|'!ie  Mason  fruit  jar,  .,uart  si/e,  is  the  kind  which  we  sell 
'"  most  of  our  customers.  The  price  is  one  dollar  {.4!1)  per 
'i"/'M.  lVrha})s  this  brand  and  siz..  wouM  suit  you  unless  you 
li  !Vr  some  especial  preference. 

\V.'  would  alM.  ask   that   you  .lenote  the  si/,.  re,|,Mn  d  in  .hoes, 

'Ho  nr.t   insnll   ;,   rii>,|,.nuT  l.v   a   question   m.irk 
_l).Mr   .Sir-   sli.Mil,!   l,c  ,is..,i   in    a    pnrrlv    l.usiiipss   letter 
,.,;„^;"f'   "   ^r.V''/"^   •\I..T<.l,y  "  is  f^m.-rally   unn.-crs.arv.  an.l   L-ives  n   rlp,,d. 

*  \   tiicanlnfrlcss   word. 

'  Ueiutilion  of  words  shonlil   Ik-  avoided. 

■■"!n    addition"    woald    l)e    uhkIi    l.ctter" 


i> 


1 


■  t  • 


I! 

■>■ 

I 


lU'SINKSS  C'ORRESPONDKXCE 


Hiul  the  price  jou  wish  to  pay  for  them.  A  fuller  description 
will  he  necessary  for  the  other  articles,  too,  in  order  that  we  may 
select  them  to  as  ^-ood  advantage  as  though  you  were  here  in  the 
store  and  could  make  your  own  choice. 

We  want  to  have  the  goods  meet  your  best  expectations  and 
shall  be  pleased  to  have  you  write  us  fully  so  that  complete  sat- 
isfaction may  be  insured. 

Yours  very  truly, 

LiTT  Beos. 


■ii 


CHAPTER    XII. 

SALES    LETTERS 

140.  Difference  hcttceen  mlcs  letter  and  adverthe- 
mcnt.—lt  IS  estimated  that  over  one  hundred  and 
tuenty  m.Ihon  dollars  are  spent  in  postage  annually  in 
the  sending  of  sales  letters.  Five-sixths  of  them  prob- 
'My  never  are  read;  less  than  one-twentieth  of  them 
secure  any  response.  A  difference  of  half  of  one  per 
cent,  in  returns  on  a  letter  may  make  all  the  difference 
between  a  fair-sized  profit  and  a  considerable  deficit 
Jn  view  of  this,  it  is  important  that  the  sales  letter  be  so 
constructed  as  to  ha^•e  the  best  possible  chance  of  secur- 
ing favora])le  response. 

Many  people  labor  under  the  supposition  that  writing 
an  advertisement  and  writing  a  letter  are  practically 
alike  Ihey  are  not.  An  advertisement  enclosed  in  an 
ynvelope  and  sent  under  a  two-cent  stamp  does  not  by 
inat  fact  become  a  letter.  ./  letter  is  a  personal  eom- 
^nunieation  to  an  individual  It  is,  or  should  be,  c„ 
•Inected  to  him  as  to  make  a  favorable  impression  It 
•mist  be  adjusted  to  him  in  point  of  view,  in  language, 
and  m  argument. 

An  advertisement,  on  the  other  hand,  appeals  to  peo- 
I'l';  i"  l,e  mass.  There  may  ],e  some  adjustment,  but 
'  -s  only  of  the  most  general  kind.  An  advertisement 
"•at  appears  m  a  trade  journal  going  to  enginee.s  will 
-iaturally  be  more  technieal  than  one  that  appears  in  a 
i-i>'.lar  magazine.     An   advertisement   in  a   Southern 


spapcr  ma^   nul  be  the  same  as  one  in  a  N 


orthern 


455 


-h 
ill 


4r;() 


UrSIXESS    COKRKSPONDKNCE 


newspaper.  One  in  a  "Roston  pai)er  fre(]iiently  differs 
from  one  in  a  \e\v  York  i)aj)cr.  Some  attem{)t  is  made 
to  direet  the  appeal  to  the  eLiss  of  readers  the  medium 
reaehes. 

But  the  adjustment  is  made  to  a  ehiss  or  type,  and 
the  appeal  is  to  a  elass  or  type.  An  advertisement  is  at 
best  a  leeture  or  sermon  rather  than  a  personal  conver- 
sation. Attempts  to  luake  advertisements  conversa- 
tional usually  result  in  a  fatal  loss  of  di(,niity  and  utter 
failure  to  accomplish  the  desired  end.  No  man  looks  at 
a  newspaper  or  magazine  as  conveying-  a  personal  mes- 
sa^re  to  him.  lie  does  not  buy  the  publication  for  the 
sake  of  the  ads.,  and  the  readino-  of  them  is  only  inci- 
dental to  the  readino-  of  the  editorial  columns. 

In  the  letter,  on  the  other  hand,  it  is  e(iually  fatal  to 
adopt  a  method  that  savors  of  preachin<^'  or  lecturin"-. 
The  same  letter  may  be  sent  to  one  hundred  thousand 
other  people,  but  to  each  man  or  woman  it  must  come 
as  a  personal  communication,  if  it  is  to  reach  its  highest 
point  of  effectiveness.  It  is  a  message  to  John  Smith, 
not  to  the  world  at  large,  nor  even  to  any  class  in  the 
world.  No  matter  how  many  John  Smiths  there  are, 
the  appeal  must  seem  personal  to  each  one. 

There  are  other  differences  between  the  lei  ter  and  the 
advertisement  which  are  aj)i)arent  to  even  the  most 
superficial  observer.  The  advertisement  has  the  great 
advantage  of  type  dis])lay,  distinctive  form,  borders, 
ornaments  and  illustrations,  and  even  color,  in  present- 
ing its  appeal.  These  advantages  partly  a)mpensate 
for  the  disadvantages  of  Iiaving  to  I'orce  itself  on  the 
reader's  attejition,  and  having  to  compete  with  other 
advertisements.    The  fundamental  difference,  however, 

'.  T 1 V     ^  .•-.-.■■•-  1     : 1 1  •*  :  1 1 2  £1 V  % 

sibilities  of  adaptation. 


,.*'  i\. 


i.i-^.. 


'   1         lil   1  V   1 


• »- "»  iii'C'U. iCi"   IJO'iJ" 


SALKS    T-KT'IKUS 


157 


The  essential  similarity  lietween  tlie  advertisement 
aiul  the  sales-letter  is  that  of  jjurpose.  lioth  may  be 
considered,  rou^dily  speaking-,  "salesmanship  -  n  paper." 
Koth  attempt  to  make  the  reader  hny  an  artiele  for 
whieh  he  has  no  need,— at  least  no  need  thai  he  has  here- 
tofore reeo^niized.  Both  do  so  hy  ])erformin<,^  eertain 
(lefim'te  funetions,  though  in  different  ways. 

Ul.  Functions  of  the  sahs  htft'r.—'Vhc  four  fune- 
tions to  he  aeeomplished  hy  every  sales  appeal  are  as 
fdllows: 

( 1 )  AttraetiiifT  attention; 

(2)  Arousing  desire; 

(-•J)    Convineing  the  mind; 

(4)    Stinudating  action. 

This  does  not  mean  that  every  sales-letter  performs, 
or  tries  to  perform,  all  four  of  these  funetions.  Few 
lio.  The  majority  of  letters  are  in  response  to  an  in- 
quiry that  shows  interest.  :Many  are  hut  links  in  a  chain 
of  letters  that  make  the  complete  sales  appeal. 

The  same  thing  is  true  of  advertising.  Only  direct 
mail-order  advertisements,  as  a  rule,  attempt  to  make 
the  comi)lete  sales  appeal.  Fre(|uently  a  series  of  ad- 
Ncrtisements  are  designed  sim])ly  as  reminders.  Action 
(■(suits  from  them,  hut  so  indirectly  that  the  imj)ulse  is 
not  always  traceahle.  ^Ve  ultimately  ask  for  Blank 
Soap;  we  may  not  rememher  having  seen  it  advertised, 
1)1  it  we  are  familiar  with  the  name  and  believe  that  it  is 
^'ood. 

Sales-letters  never  work  in  so  intangible  a  way  as 
tins.  They  always  have  a  definite  jMn-pose,  and  almost 
ahvays  try  to  get  direct  action.  How  nmch  of  the  other 
iiinetions  they  i)erform  depends  on  various  factors, 
"iiieii  will  be  fully  discussed  in  a  later  chapter. 

142.  Typical  sales  letter  analysed. — For  our  present 


:  - 


458 


BT^SIXESS    CORRESPOXDENTE 


•!■ 


purpose,  liowevor,  it  Mill  he  best  to  studv  the  sales-letter 
that  does  perform  all  the  I'unetions.  VVe  ean  then  see 
hmv  the  eonstruetiou  varies  under  different  eonditions. 
T\w  letter  oiven  helow  is  a  good  example  ol'  the  com- 
plete sales-appeal: 

now    TO    (iET    A    POSITION- 
AM)    HOW    TO    KEEP    IT 

Is  the  titlf  of  ,1  littk.  book  that  business  men  and  editors  say 
Js  the  most  sensible  and  lu.lj.ful  tlrn^r  i.yor  printed  on  its  sub- 
jeet.  Contains  tlie  l)oiIed-down  cxiurience  of  years.  Writt.n 
hy  an  (xiHTt  eorrespondent  and  liigh-salarieci"  writer  of  busi 
iiess  literature,  who  l,as  hunted  positions  for  Iiims.lf,  wlio  has 
been  all  along  the  road  up  to  places  where  he,  in  turn,  has  ad- 
vertised for  employees,  rea.l  their  letters,  interviewed  and  en- 
^*''^'''  *'"'"  "'"»  '^  "<>^^-  with  a  eomj)any  en>ploving  i>.70()  of 
botj,  sexes,  an.l  all  grad.s,  1.  ,,n  tlio  .$!3-a-week  otfiee  bov  to  a 
$75-a-wetk  specialist. 

now  TO  GET  A  POSITIOX  AXI)  HOW  TO  KEEP  IT 
tr.ats   of  what    one  shouhl   be   able   to  do   before  expecting    to 
iuul  a  good  position;  take>  up  the  matter  of  changes;  advis.  s 
bow  long  to  hold    the  oM   position;  tells   what   kind   of  a  n<  w 
position  to  try  for;  .xpL.^ns  the  various  w.avs  of  getting  posi 
tions;   suggests    how    lli,.   aid    of    prmninent    p.-pl,.   ,,„,    be  en- 
listed; shows  the  kind  of  indors.iiM.nts  that  count;  teaciies  how 
to   :.7/7,     /,tt,rs   of   applhatinu    that    (OMMAM)    attention: 
giNes  hints  on  pivp.tri.ig  for  the  inf.rvM  w  an.l  on  how  to  niak. 
the    l„^t     iliipr,>si„n;    I.IK    «hat     should    br    done    when    you    .MV 
selected  for  a  p.,>itlon  and  t-.ke  up  your  duties;  deals  with  tin 
•liHstioa  of  „,lary  before  and  after   th..  eMgannnent  ;   will,  the 
b.igb.ar  of  ex|  .rien.v;  the  matter  of  hours,  .uid  giv.s  pages  „1 
horse  s.Mse  on  ;,  ,|,.„.,i  oth.r  important   toples.     The  dear  ,n 
stru.fions    fur   writing  strong    lellers  of  appiiratn.n.   ami    ti„ 
model    letters    sIh.nui.    are   alone    uurlh    the    pri.c   of    (he    bonk. 
X(.t    one    in    ,1    hundred      ,.v.„    .•.inong    th.'    w.  11  .  .lu..,!,,!      ,■;,„ 


WiiU   a  ieii.r  oi 


ap|(iic,iti.)n    thai    .dn\ 


IIIC.S. 


II,  >7, 


V    iiKinii 


SALES    LETTERS 


l.")l) 


l/OH 


rs  fail?    Till-  ong;io..niciit  usually  (IcjkikIs  on  tlio  intej 

tlio  uitorvicw  cannot,  as  ;i  rule,  hv  obtained  without  tl 

vsivf  letter.     C'on.seciuentlv.  the  letter  is  of  treniend 


view 


u'  nn- 


iKirianee, 


If 


you  carry  out  the  su<,'«cstions  set  down  In  plain  1 


ous  nn- 


in'nia're 


In  this  book,  you  can  hardly  fail  to  land  a  i)o>ition.     And  I 


:ini 


ufj;  the  book  for  t:ci>it/j-fixr  nnl.s  a  cop//.     ,Iu.t  ijiink  of 


Tl 


l)rincii)l(s  and  plans  outlined  in  its  j)a<res  have   1 


)een 


t    means  ot   securuiy-   hi<,di-salaried    positions    for   it,- 


)sitions  lor  its  autlior 
Hid  for  others,  and  thi>  valuable  information  is  yours  for  tlie 
[Mice  of  five  car  rides. 

This  is  my  offer:  Send  me  a  2.")-cent  piece  in  the  enclosed 
coin-card,  or  twenty  five  cint^  in  stamps,  and  1*11  mail  you  a 
.  .pv  of  now  'lO  C.Kl  A  POSITION  AND  HOW  TO  KEEP 
rr.  If,  after  reading-  the  l)()ok,  you  do  not  feel  it  is  worth 
iMiny  times  its  cost,  just  tell  me  so,  and  return  the  copy  in 
i;m„|  condition.  I'll  send  your  money  l)ack  without  any  quib- 
l»!m^r.     ("„ul(l  any  offer  be  fairer? 

Order  to-day-- now.  Next  wi.k  there  may  come  to  your 
ii^.tlce  an  openln^r  that  may  be  the  chanc.'  of  a  lif.-tlme-  when 
iii\  little  book  will  be  worth  its  weifrht  in  ^r„!d.  Besides,  it  tells 
!h>u  to  create  openIn<rs  uhen  none  are  advertised.  Y„u  need 
>H>'  write  me  a  letter,  dust  write  your  full  name  an.l  a<l- 
•  liess  ,.n  the  JKick  of  this  sheet  .and  wr.ij.  your  stamps  up  in  it, 
"I-  pnt  your  n.ime  .and  address  on  the  coin-card  after  you  have 
"i.losed  the  y.l-cent   piece.      I'll  und.  r>tand. 

\\'iite  plainly.  I  ,■,„,  selli„^r  the  book  s„  cheaply  that  I  can- 
i".l  aiiord  to  li.a\e  .any  copies  ^o  .astray  in  the  niaiN. 

^'our^  t  rulv, 


III ; 


A  slmly  of  tills  Itllcr  will  nvcjil  ilic  f.ict  Uml  it  ac- 

mplislus  ;tj|   the   liiiiclinris  (d'  ;i  sales  Ml.  r.      li    uses 

Ml-iiiKs  at   llic  start   to  attract  ;itl(itii(.M.     This  is  not 

I'Imarily  <-<)iisi.|(rc(l  the  l.,sl   iiiclluHi.  luraiisc  it   fakes 

^^ay   soiiicf liinu'    I'ntin    flu-    iwrsonal   ■!!••!■:■!;»     Is-f    h^.j-e 

iH'i  poinl  IS  to  w{  t  t  \  t  ly  i)crs()n  to  read  tlic  l-jtlcr 


III 


H)() 


«rsI\ESS    COHHKSI'ONDFA'CE 


hi 


m 


m 


who  will  1„.  interested  in  tl,e  hook.  The  first  paragraph 
then  ^ives  the  hrielest  jjossihle  deseription  of  the  nature 
and  p.n-poses  of  the  hook  and  at  the  same  tii..e  eonvinees 
the  reader  of  its  authority  hy  tellin<r  j„,st  what  the  vwit- 
er"s  e\j)erieiiee  has  heen. 

The  seeond  ])aranraj)h  ^ives  more  in  detail  the  con- 
tents of  the  hook  and  makes  a  stron--  personal  appeal  to 
the  reader  to  apply  these  thin<.s  to  his  own  ease.  The 
next  para^rra|)h  still  further  increases  his  desire  hy  tell- 
mir  him  that  if  he  carries  out  the  suooestions  in  the  hook 
he  can  hardly  fail  to  "land  a  position."  It  makes  the 
price  concrete  and  relates  it  to  his  everyday  experience 
hy  statin<,r  that  it  is  the  i)rice  of  five  car  rides. 

The  reader  is  further  convinced  in  the  next  j)ara- 
^raph  hy  the  (.ffer  to  return  the  money  i"  he  doe's  net 
feel  that  the  hook  is  worth  many  time's  its  cost.  Tills 
removes  the  last  ohstacle  in  the  way  of  his  ordering-.  A 
further  strono-  stimulus  to  immediate  action  is  ^nven  hy 
reminding-  him  that  his  opjn.rt unity  for  a  o(„„l  p„,sitioli 
may  come  any  day  and  that  he  therefore  needs  the  hook 
at  once.  The  directions  for  orderin.;  are  niven  specifi- 
cally and  are  so  simple  that  anyhody  can  understaiid 
them  and  act  upon  them. 

'Vhv  closing'  paragraph  is  especially  strono-.  It  au- 
ph.Tsizes  the  value  of  fhe  offer  hy  statin^r  thai  !},<■  mar- 
gin of  the  profit  is  so  small  that  the  writer  cannot  afford 
to  iiaxc  any  copies  uo  astray  in  the  mails. 

The  ahove  letter  illustrates  all  the  imporfarit  poitifs 
in  the  construction  r.f  the  sales  letter.  It  will  he  useful. 
howev(  r.  t(.  take  u|>  ,aeh  of  the  functions  in  detail  and 
to  discuss  Ilk.  \ailous  ways  in  which  they  may  he  uccoiii- 
J)lislied. 

1  Ul.  .Iflrai/iiuf  tilfnilldii.      The  hetiinninn-  mj'  ...  ...,!,..; 


left 


er  njiisf  attract  attention.     .\i 


1  unread  letter  is  onlv 


SALES    LETTERS 


401 


so  rnnch  waste  i)aper.  Xo  matter  how  appeal in^^  the 
(IcscTiption,  how  .rood  the  argument,  or  how  strong  the 
stiiiiiihis,  these  are  of  no  avail  unless  the  heginning 
makes  the  reeeiver  a  reader. 

To  he  attraetive,  the  first  paragraph  uinst  he  reason- 
;iMy  short.  A  long  p;.ragraph  rei)els  the  eye  hv  its  very 
mass,  and  diseonrages  reading.  The  first  senteneJs 
should  also  he  reasonahly  short  and  the  words  fairly 
siinple.  The  heginning  idea  must  [)e  grasped  instantly. 
.No  hnsy  man  will  read  and  re-read  the  first  sentenees 
nla  letter  in  order  to  find  ont  what  the  writer  is  driving 
at.  He  eertainly  will  not,  unless  he  is  sure  it  is  to  his 
interest  to  do  so. 


Kxam])les: 

Bad 

''iNTi.iorKx : 
It      those     wlu) 


Better 

fiRXTM:>JF.V  : 

purchased  Vo„   know  it's  easy  to  sell 

fim;.   vou   in   ll.c   Sprin^r   paid  sonic  brands  of  Ecrtiiizors— in 

.\'.u  a  ^r„od  profit  ;n.adrfrood  tl...    Sprin^r.      Tli..    hard    timo 

I '"ps  .very  yrar,  consid.Tin^  coinis     around     Octolxr     1st, 

'■■    il     conditions;     paid     you  when  tlic  notes  cr.nic  , hi- 

I  "nnptly  on  October  1st.  an.l  (hi     October     1st     is     when 

'"'     '"    <■""><•    ••■'••k    to    buy  Vor     HEALIZE     that     with 

l'"n.  you   a-aln    the    foih,wi„^r  Eertdi/.^rs    it's    what    is    IN-^ 

Sprin-   (as  you   had   eN,h,>ixe  NOT      „„      the      sacks       that 

'""^'■"'     "'■     ♦'"•     '""•)     .V""M  cMuds.     Von.  no.h.ubt.  foun.i 


111  ike     bi<(<rer     |)rotits  -caM'er 
profits. 

That's  why   vnull  t)e  inter- 


tills    particularly     so     in     t  he 
past    I''all. 

In    any     season     SMEriES 


■    •■  'i   in  takini,r  „„    fh,.  a^r,-„,.y  eh,  ;ni.-all v-d  o  u  b  1  e  -  checked 

'    '■  SMITH'S   chemically-  ElSff  SCHAE  Eertili.ers  will 

<l''"i'le-check,<l   ElSn  SCRAP  h.lp  you. 
y*  rtlli/ers. 


<'ii 


i  iie  t.eginning  must  he  speeifie.     Genornl  statements 
•■  hkely  to  he  trite,  for  they  are  used  hy  many  people 


III 


"•i 

''A 

w 


1^ 


i()l' 


UrSIMlSS    CORKESrONDKNCE 


Better 
W'\\vu       \,n\r      ^n-aiulfatlicr 
^()l(l    ^^oods    lie    nctivcd    jiotcs 


and  arc  a|)|)lical)le  to  a  iiunihcr  „('  different  i)r()jv,si- 
tions.  AVl.cn  tlic  ^^v\\vv  says,  "We  have  a  machine 
winch  wdl  surely  interest  yon,  heeausc  of  its  nioncy-sav- 
ino-  ])roi)crties;'  he  says  only  what  thousands  of'other 
people  have  s-n'd,  and  the  reader  is  not  in  the  least  at- 
tracted. The  more  definite  the  initial  statement  can  he 
the  hetter. 
Examples : 

Bad 

III  foniur  ytui-s  piircli.ist  rs 
of     iiKic'liaiKlisi'      .sittlt;!      \)\ 

notes  wliidi  tlR.  nKTcl.ant  took  ^viu.•h  he  took  to  Lis  ba.ik  ••uul 

to  his  hank  and  cashed,  ^nvin;.  cashed.        This     kept     up     his 

iinn       iinuie.hately       avaihiljle  workin^r  capital 

c-upital,    hut     nowach.ys     nier-  Von"  have    to    work    under 

chandise  ,s  sold  ahuost  entire-  different      conchtions.        Y„„r 

ly  on  open  account     lon^r  d^t-  merchandise  is  sold  almost  en- 

in-  and  with  deereasin^r  ,„,,£-  tirely    on    open    account    with 

Its.      In  order  r,,  maintain  an  loner    dating,    and    d.creasi.nr 

nvera-re  of  prohts  an  incnas-  profits.     To  maintain  vour  a  " 

n.f,'     vohune     of     husiness      is  cra«e  of    profits    you 'l.ue   to 

•■.■cessary     an.l     couMquentiy  do  a  lari^^er  volume  of  husiness 

'"';';^"">"!  '••■'I"»-'I  is  re.,uire,i.  and  vou  nu.st  have  additional 

The  proi)l(  in  therefore  that  capital. 

"•""'■'■""'^    •'"■    ■"••'•'■hant     an.l  The  ,,Mestion   vou  nnist  an- 

nianufactunr     is     JI()\V     TO  >«er  is   II()\V  To  i.K(,Mi)f 

ruoviDi:.  mm:,  A(Tivi:,    mvk,  .\(tfvi;.   .\i)1)i- 

ADDITION  \i,      WOHKINt;     TIONAL   WoKKINd  (AI'l- 


t'ASII      (APIIAI.      Willi 

Ol'T  takin^r  ..,  partner  and  di 
^idin<^■  the  profits  ami  WITH 
( U'T  (1,,    .,  ■  1 )■  .  .    1  ' 

'       •  "'       •*  '    I  1    \      111      UlHIi   p(   11(1 

■•d>l<'  hank  a( commodat  ions. 


TAL  Ul'i'llori'  takin^r  ,., 
p.ii  iiier  .and  dividing  the  prof- 
its, and  \V  I  'I'  II  ()  TT  the 
"i>rry  of  ini.iepeiidahle  bank 
aecomniod  I  tions. 


nece.ssit\ 


.I..I 


i  I  i  i  ' 


I  n  I  e  SSI  I  \    (»|    11(1 


n^  Specific  is  flu 


of  hein<,'  concrete.     There  are  only  u  limited 


SAI,F,s    LETTERS  ^^..^ 

ni.n.her  of  al.stract  truths  in  tl.e  world,  hut  tl.e  oncrcte 
ni.niifcstut.ons   of  thein   are   innnnicral.lc.      So    if  our 
statcn.ents  are  concrete,  they  have  the  chance  of  hcinir 
nnv  to  the  reader.     Moreover,  the  averao..   person  is 
■•H-rc  interested  ,n  facts  than  in  the<.ries.     Ik-  doesn't 
"ant  sermons  or  tracts;   he  wants  the  truth  as  it  is  ex- 
IMvssed  m  tenns  of  everyday  life.    He  wants  things  that 
;"c  tan«d)Ie,  that  are  jjerceived  hv  the  senses.    He  is  not 
nif.  rested  in  general  statements  tliut  brin^^  no  iniu^^e  to 

Examples: 

M    T^         -,  lirttcr 

''■<  i)i:\K  Mn.JoNc.s-  Afv.  n,        at      t 

A    .vrtau,     ^n.a     financier  J.     i.i,,,,,„„t     y^  ^^. 

-.V  n.fu.so,l  to  sec  a  ..all.r  o„      f„.s..d  to  s.o  a  n,.ort.;  for  tl,e 
|l-^.n-ound    that   he    was    too      AVr.   York  HcraU,  on   the  ex- 

^■"■'^•-'   that   Ir.   was   "too   l)ii.sv." 

"Wli/it's    his    time    wortji?" 

tilt'       report.  1-      aske(i.         Mr. 

Mor^ran's  re[)]y  was,  '-.^lOQ  a 

""■nu!e."     -I'll  ^nve  hin.  that," 

P'ty      tliat      said     the     r-porter.     It     took 

,    ,   ,,      .        "'""•       ''^'""^      .i''^-'    thr...  nnnutes  to  .ret  the 

'■;""'''■  ""^'•'•y'"^^'  ''^'  ^•--      '"^-"-tion     he    ...,„^,     .,    , 

'^'-i'—  Mr.     Morgan    was    handed    a 

>lit(k  for  .^:)();). 

roilier  '''^r"r  ''^  ''•'  ^'''''  ^''^•"'''  ''^'  '^''--^-J  to  the 
adcr.  \  e  bej,  to  announce"  is  an  interest-killer.  So 
•'"■  '""^t  other  beKinnintrs  that  us<-  the  first  nerson-d 
.-n;..n.  T1.S  is  i.ot  nu.rely  because  they  are  !,IX^^^ 
•^     nte.  but  because  they  are  about  the  writer.     The 

r-..!,.,.  has  h,s  own  interests  and  the  wnter  shouhl  adant 


'I'hc  ealler  asked  wliat  liis 
•■'II''  was  worth  iind  was  told 
'lilt  it  was  worth  a 
'■"■;;'"■    sum.       Tile    ealh 


\ery 
r    .said 


U:.t       he 

illinuilt, 
I 

'1  'lilt   hi 


Would 
ind 


I"  tiiem. 


lie  .second  personal  proi 


"<l  doimnate  the  bc^rin,,,-,,^,^  |,„t  t| 


loiiru    vou. 


lis  is  reallv  I 


ess  im- 


i()l 


nrsixEss  cohrkspondexce 


i\ 


II 


m 


\m 


portant  thati  taking*'  the  point  ol'  view  of  "yon."     Tlie 
l)e<^inniii^  siiould  l)rin^  home  to  tlie  reader  the  impres- 
sion that  the  writer  is  interested  in  him  and  his  prob- 
lems and  is  attempting'  to  assist  him  in  solving-  tliem. 
Examples: 


Jhuf 
I    wish    to    call    your   atten- 
tion  to   ;i    New   York   husituss 
book     I     liavf     jnihlisliid     and 


licftrr 
^'o^l  do  not   know  what  flav 
^onir  (jUfstion   of  husini'ss  law 
may  conic  ;i]i   in  yovir  own  cx- 


wliich  is  tln'  latest  and  most  periencc  that  will  demand  iiii- 
Jiuthoritative  work  on  its  snh-  mediate  answer.  On  the  aii- 
ject,  that  of  '"Husiness  Law,"  swer  (lej)ends  perhaps  the  suc- 
wliicli  is  of  (Treat  and  con-  cess  or  failuri'  of  vour  ven- 
stantly  increasin^r  importance  tnre.  If  you  have  already  felt 
in  the  world  of  affairs  to-day.      that    need,   yon    will    certainly 

want      to     <'\amint'     's 

''Business  Law." 

It  is  not  cnono-h  that  the  hcoinnin^-  should  be  attract- 
ive; it  should  also  be  apt.  In  other  words,  the  attention 
should  be  drawn  toward  the  speciHe  tiling-  we  are  sellin-r. 
There  are  many  eases  of  miss])ent  attractive  value. 
Writers  lVe(|uently  adopt  freakish  and  imusual  methods 
of  expression  sinijjly  to  make  the  reader  listen  to  them 
and  tlun  talk  .-ibout  somethino'  fjse.  Such  an  attempt 
is  worse  than  useless,  beeause  the  reader  feels,  ;m(l 
riohtly  feels,  that  he  has  been  deeei\ed.  His  attention 
has  been  seein-ed  by  a  trick  and  he  resent,,  it.  The  Mor- 
gan letter  is  an  illustration  of  this  fault.  Here  is  an- 
other example: 

Dear  Sin  : 

If  Hill  .Toties  tells  yon  tln'  nioon  is  made  of  irreen  choose  vou 

know  that   Hill  .lones  is  a  liar,  hut  is  it   reasonahle,  hecause  vou 

Lii.>«-  ♦),:.)    li;il    I-,,,.,.    .,,,,1   -Mil..  •^..,:ii.  ,..,.i  ,.    f., ii.. c  \:] , 


ilk 


lire  liars, 


to 


;ssunie  that  i  \i  rythintr  tliat 


inld 


von  I- 


Tl 


SALES    LETTERS 


4(j; 


•nul  tl,a|  all  engravers  an-  liars?  We  realize  that  vou  and 
-.rv  other  user  of  en<rravin^r.s  receive  nu.nerot.s  letters  from 
ni^rravers,  lar^n.  and  sn.all.  East  and  West,  n.akin^r  ,1]  ,,,ts  of 


wnM.pported  elai.ns  as  to  q„ality,  ahility,  serviee,  ete  We 
'■'.'h/e  that  an  en^r.-aver  with  an  outfit  of  the  vintage,  of  '7(5 
■'"d  .deas  qu.te  as  ohsolet.  ean  talk  just  as  loud  and  n.ake  just 
-  ^tron^r  dauns  as  the  thorou^d.ly  up  to  ,late  and  w..ll-.n„i,;,„,a 
-npetent  .n^n-aver.  That  is  why  it  is  hard  t<,  talk  en-'rav- 
.....s  and  arouse  interest  I,y  n.ail,  an.l  that  is  why  we  have  b.ken 
•i"  l-'-tv  of  starting,  this  letter  in  such  a  familiar  tone,  and 
■  '■''  I'l'iH.  lan^n,a^.e,  for  wluVh.  now  that  our  purpose  has  been 
-Huj.hshed    an.l    your    interest    aroused,    we    most    humbly 


■ipolorrize 


Not  only  should  the  attention  he  directed  to  the  ar- 
t-  e<  l.ut  it  should  he  done  in  a  positive  way.     It  should 
nnt  he  hy  the  use  of  ne^nitives,  sueh  as  "don't  throw  this 
m  the  waste  paper  hasket."     Neither  should  it  he   lone 
■y  attacking  competitors,  or  hy  calling-  attention  to  the 
•f.nker  sule  ol-  the  picture.     The  exan.ple  «iven  ahove 
i^ustrates  th,s.     \Vc  are  not  likely  to  huv  en^n-avin.rs 
''■'•ni  th.s  company  hecause  we  know  that  other  com- 
panics  make  dishonest  representations.     In  no  case  are 
"'   l'l<Hy  to  feel  more  convinced  of  the  writer's  honesty 
•""1  H.  e^mty  hecause  we  have  heen  told  that  oth.er  peo- 
!''<'  lack  these  qualities. 

So  far  as  ,,ossihle,  the  he^ri„„in^.  should  avoid  all  sul- 
^'  st.ons  that  are  unpleasant  to  the  reader.  The  distaste 
"••••nscd  hy  unpleasant  associations  may  easily  he  com- 
""""^•'^t-1  to  the  rest  of  the  letter.    Jusl  as  a  slin.x  iVo^ 

;>^  a  had  trad.,  mark  for  c,.m.c,  and  a  ra^^ed  tramp  is 
..mdcsu-ahle  Illustration  in  a.lvertisin^  a  hrand  of 
"'Hskey,  so  likewise  is  an  u.ipleasant   idea  harmful  tn 


<les-leiter.     it  is  un 


w 


nil 


isc  to  he.oin  a  letter  t 


tock  with  the  statement  that  mill 


O  St 


II  n 


nn- 


i\    ;i() 


ious  of  dollars  are 


•,'_5  i. 


iOC) 


BISINKSS    COHHKSI'ONDKNCE 


Mr 


lost  yearly  in  imwist-  investments.  If  you  arc  trying  to 
sell  investments,  or  almost  anything  else,  make  the  first 
suggestions  of  your  letter  as  pleasant  as  possible.  Here 
is  :i  mild  illustration  of  the  negative  beginning: 

Would  you  cart'  to  ride  in  a  spcody  nutomohilo  If  tlic  cliauf- 
fiiir    wit;'    l)liii(lf'ol(l('d?      Isn't    it    rcasntiahlc    to    suppose    tli.il 
.111  opiiafor  fan  do  luttir  and  faster  work  and  make  fcwir  nii> 
takes    if    lie    can    .sec    J)laiiily    at    all    times    just    what    he     is 
tioiiig? 

Tl..'  JONKS  VISIHI.K  Adding'  and  Listinfr  Machine,  manu- 
factured at  Wilkesbarre,  I'a.,  is  the  only  machine  on  the  mar- 
kit  which  sliows  the  items  as  tliey  are  listed  aii  1  totals  In  direct 
line  of  vision. 

To  sum  up,  then,  the  beginning  of  a  sales-letter  that 
has  not  already  been  ])reeede(I  by  something  that  has 
aroused  interest  in  the  ])ropositi()n  should  be  so  eoii- 
strueted  as  to  be  attraetivc  and  apt.  It  should  be  easily 
i\ad.  should  be  s])eeifie  and  concrete,  and  shoidd  take 
the  reader's  ])oint  of  view.  It  should  draw  attention  to 
the  ])ro]K)sition,  not  by  negatives  but  l)y  giving  sugges- 
tions that  are  distinctly  ])leasant  and  distinctly  related 
to  the  article  to  be  sold.  It  should  do  all  this  quickly, 
and  without  a  single  waste  Mord. 

144.  jSi'Icclio)!  of  talkiii(/-j)()inl.s. — "Well  begun  is  hah' 
done.  If  the  beginin'ng  of  the  letter  attracts  the  atten- 
tion of  the  reader,  the  most  dillicult  part  of  the  \vork  has 
been  accom])lished.  It  now  remains  to  make  the  reader 
desire  the  article,  to  convince  him  that  he  must  have  it. 
and  to  stimulate  him  to  do  something  in  tlie  direction  of 
getting  it. 

Arousing  desire  is  most  fretiuently  accom])lishe(l  hy 
description.  Having  shown  the  readi  r  that  he  has  a 
iictci,  \  t»M  iiiii>.i  sii<)\>  iiiiii  iiuw  \  (iii  i;in  sii|>|)i\  liiui  imii. 
You  must  show  liim  what  the  article  is  like,  how  it  is 


liiis  a 


SALES    LETTERS  4^;- 

nmdc.  and  wlmt  it  u  il!  <1„.  Von  can  usnallv  cl„  this  t,. 
some  extent  l.y  enelcsino-  oirewlar  material,  hnt  there 
nmst  also  he  somethiT.^r  j,,  the  letter  that  will  o-ivo  him  a 
(a.r ly  definite  idea  of  the  artiele  and  n.ake  hin,  want  it. 
Ihe(le.sen|,ti(,n  m.ist  first  of  all  have  nnitv      It  is 

-iposs-hle  to  tell  ev.rythin^  ahoMt  an  artiele  i,;  a  letter 
(  areh.l   seleet.en   of  the   "talkin-points-   is   essential 
^  on  nmst  eoneentrate  on  the  distinonishino-  c-haraeter- 
i^tK.s  of  yonr  artiele.     Show  how  it  is  different  ami  bet- 
ter than  anythinn-  dse  of  the  kind. 

There  are  nsually  two  sides  to  an  a],peal:    the  cost 
■■"Id    he  va  ne.    Valne  is  not  merely  a  matter  of  intrinsic 
"•"/'>   '>nd   ntdity.  hut   of  quality,   heautv,  durahilitv 
style,  exelusiveness,  and  other  elements  that  appeal  h, 
'";'an  l.eni^s.     li.fore  you  I.e^iu  to  write  vou  have  to 
•Icrule  wlHch  of  these  elements  in  your  article  are  most 
essential  for  ai)],ealino.  to  your  audience,  and  which  arc 
so  nn.mi)ortant  as  to  he  omitted  alto^rether.     The  cost 
clement  can  almost  never  he  neolected 

^  ynr  choice  of  talkir.o-  points  (Tepends  not  only  on  the 
•"•t'^-'^'  'tselt  hut  on  com,,etino-  articles.  It  depends 
-^■"  '"ore  upon  the  class  of  people  to  whon,  vou  arc 
•;>^"o.  .0  sell.  A  fanner's  desire  will  he  readied  in  a 
•''^f^;'-^"t  way  fron.  a  husincss  nian's  or  a  jm.fessional 
'"■">  s.  A  wontaii's  must  he  reached  in  still  another  wav 
'  Ins  matter  is  so  important  that  it  will  he  discussed  at 
l"'yth  m  the  next  chaj)ter. 

't  niay  he  said  in  passing-  that,  from  the  jioint  of  view 
"'    M.erehand.sin^,  a  careful   analysis  of  the  situation, 

''-I'Hhn.-  the  article  itself,  the  eompetu.o.  articles,  and 

-•  audience,  .s  far  n.ore  important  than  is  the  const ruc- 

<"»..  of   the  letter,     'i'l.e  suecess  nv  failnr.  nC  ih.  ....... 

sHhno-  plau  depen.ls  laroely  upo„  it.     Vet  it  h  ^ 

tinies  hai)pened  that  two  lett( 


:%'l 


IS  some- 


crs  on  the  same  proposition 


A 


^'m'i" 


4G8 


BUSINKSS    CORHKSPOXDIATE 


to  tlie  same  class  of  |)coi)lr  iiiidor  the  sanu'  conditions 
have  pnxhiced  widely  differin^r  results;  sometimes  one 
has  pnxhiced  twice  as  many  orders  as  the  other.  It  is 
therefore  clear  that  the  rio-ht  presentation  of  the  tulkin<r 
points  is  a  matter  of  the  utmost  importance. 

Let  us  assume  that  the  letter  is  sent  to  business  men. 
To  them  the  efhciency  a])peal  is  the  most  effective:  that 
is  to  say,  the  cond)ination  of  cost  and  service.  Take,  for 
exam})le.  a  typewriter.  If  the  ])rice  is  lower  than  that 
of  most  standard  machines,  .$(;.")  say.  we  need  o?ily  show- 
that  the  machine  is  as  <«ood  as  standard  machines;  the 
price  is  the  main  talkin<4'  point. 

It  must  alwaxs  he  rememhered  that  the  price  is  not 
so  imi)()rtant  as  the  reason  for  the  ])rice.  Even  the  re- 
tail store  has  discovered  that  it  is  not  sutKcient  to  say 
".$30  overcoats  for  .$20."  They  explain  how  the  manu- 
facturer found  himself  overstocked  and  sacrificed  his 
entire  product  at  a  fraction  of  its  value.  The  readers 
^^ct  a  concrete  picture  of  the  ^reat  distress  of  the  manu- 
facturer and  see  in  it  a  splendid  op])ortunity  for  them- 
selves. The  cheap  stores  go  a  step  fjirther  and  say: 
"AVe  are  l)ein^-  crowded  to  the  wall.  Our  creditors  will 
not  let  us  alone.  We  must  have  money.  Xo  reasonahic 
offer  refused." 

So,  in  the  letter  that  cojicentrates  on  ])rice,  you  must 
fihotc  xchi/  your  i)rice  is  low.  Von  may  show  how  enor- 
mous ])ro(lucti()n  has  cut  your  costs.  Better  still,  you 
may  show  how  your  ])lan  of  selli?io-  direct  has  eliminated 
the  middle-mairs  profit.  In  any  case,  your  reader  must 
see  in  your  letter  a  remarkable  opportunity  to  profit  iiv 
the  conditions  you  i)icture  to  him. 

The  jjrice  appeal  is  also  used  as  a  part  of  the  stimuliis 

+  , i:....     : .  .  1       -11  1 

■' '••  •■■  '<'>'".»   V.1..5...-),    dim  >\iii  i)c  iiiiiiifr  (iiseusstti 

later  iii  the  chapter.     Sometimes  the  price  is  not  men- 


I 


SALKS    LETTERS 


4G9 


tloned  until  a  description  of  llie  niacliine  has  sliown  tliat 
It  IS  the  hest  machine  of  its  kind;  then  the  low-price 
.ippcal  strikes  with  added  force. 

Hut  if  the  price  is  stjindard,  the  talking  point  must  be 
sni.R.  feature  of  (h-fference,  some  (hstinctive  sui)eriority. 
It  may  he  that  the  machine  is  easv-runnin<.',  (,r  that  *it 
!•>  more  accurate  tliau  other  machines.  It  may  be  that 
it  lias  the  i;()ssibihty  of  usin^-  a  variety  of  types  or  all 
sizes  and  kinds  of  paper.  AVhatever  the  point  of  dis- 
tinction, It  should  he  clearly  brought  out  in  the  descrip- 
ti"n.  It  must  not  be  buried  in  a  mass  of  uniuiportant 
details  that  are  common  to  all  competino-  machines. 

]ir>.  Description  of  r//-//V/<>.— Besides  being  unified— 
iMinuiuo.  (,„t  clearly  the  talkin-  points— the  description 
■lioiild  be  as  concrete  as  possible.  It  should  make  an 
appeal  to  the  senses.  To  s,.  +l,.it  the  machine  is  easy- 
n.nnm-  is  not  sufficient,  i  ,ay  that  it  has  ball  bear- 
iiii-s  IS  more  specific,  but  does  not  particularly  arouse  a 
'lesire  for  it;  to  say  that  you  are  not  tired  after  using  it 
makes  a  stronger  human  ap])eal.  "Xo  'u'ee  o'clock 
fatigue"  sums  it  up  concretely  in  a  few  words.  It  ap- 
peals to  the  senses  and  arouses  desire.  The  following 
are  a  few  other  descriptions  that  illustrate  this  point. 

'I'li.it  is  tlio  reason  why  you  will  Ik.  interostccJ  in  the  Harvard 
\  .Nr  of  .simplicitv.  'I'hr.v  is  not  an  unnecs.arv  ])art  In  its 
>'i'"l>'  eonstnu'tion.  T!u,v  ur..  no  ph.os  t„  stick":  no  scats  to 
n'.M-n  «•.  no  discs  to  \h-  r.'^rn.un.l.  no  parts  to  hv  n -bul^bltted. 
Jl  'iNard  construction  docs  away  with  them  ali. 


an 


What  would  you  >ay  of  an  oil  hurncr  that  operates  on  a  f^ 
'■'■^f  of  S  OFNCES,  is  practically  noiseless  an.l  "MECII  \\I- 
<  AI.LV  SI'RAVS  the  oil  into  a  yery  fine  MIST  l.y  n.eans  of 
'-  pM..ntec.  sprayin^r  j.lu^?  Vou  will  a^ree  with  its  users 
tl^ou-hout  tlie  country  that  8-oz.  air  pressure  means  a  saying 


11 


;| 


3,    -*'. 


WW 


iro 


UrsiNESS    iORHKSPONDENCE 


in  power  and  a  nu'cl.anical  spray  Is  far  more  efficient  and  oco- 
noniieal  tli.an  tlie  old-fashioned  injector  method  which  does 
NOT  ATOM IZi;  theoih 


Indian  Cedar  Canoes  are  pecuh'arly  adapted  to  the  needs  of 
tlie  canoeist  who  has  to  <ret  his  arnis  hack  "in  trim"  for  the 
summer  competitions.  'Wvy  are  h-ht.  Of  cmirse,  nmst  canoes 
are  iiof  heavy.  Hut  the  Indian  Cethirs  wel^di  only  42  pounds. 
Tluy  are  so  h'^dit  hecause  we  select  the  h<rhtest,  yet  at  the  suine 
time  the  Hnnest  wcmxI  for  the  manufacture  of  each  canoe. 


These  books  answer  all  those  (luestions  that  pop  up  unex- 
pectedly every  day:  the  little  buMness  i)uzzlers  tliat  harass  and 
hinder  you  most;  how  to  key  an  ad;  how  to  buy  for  a  quick 
turn-over;  how  to  say  the  rl-ht  thin/r  in  a  business  letter;  how 
to  collect  a  i)ad  debt  wlthmit  causln<r  unpleasantness;  how  to 
get  a  testimonial  from  the  customer  who  complained. 

Keady  for  quick  references  are  hundrids  of  just  sucli  .sub- 
jects, all  Indexed  and  waltltiir  but  a  turn  of  the  page  and  a 
glance  of  the  eye-  to  get  just  what  you  want.  You  are  given 
a  com])lete  business  dictionary;  all  kinds  of  weights  and  nieas 
ures;  important  facts  and  pointers  on  business  hiw,  corrr 
spond.nce,  jiroof-readlng,  copyrights,  patents,  CQvporatlons, 
bank.,,  drafts,  checks,  exchanges,  insurance,  leases,  common 
carriers.  Interest,  lightning  calculation  methods.  This  mere 
letter  could  not  even  hint  at  one-tenth  part. 

It  will  1)0  noted  that  tlie  (]e.seri})tion.s  fjlven  above 
differ  in  i)ur])()se  uihI  in  the  type  of  persons  appealed 
to.  They  are  ahke,  however,  in  heino  unified,  eoncen- 
trated  upon  one  talkino'  point,  and  in  l)ein,o'  eonerete. 

Deserijjtion  sometimes  oo^s  even  further  than  this. 
It  is  suooe.stive.  It  lirinos  to  the  nnrid  a  ])ietnre  lar<,a'r 
than  thai  s])eeifieally  set  down  in  words.  It  enters  the 
realm  of  ima<2;ination  an.d  eon\  evs  to  Ww  vv.x'Ai-v  .<!n.  i^w-.n- 
tion  as  well  as  an  idea.     It  wakes  in  \\\\\\  a  desire  that  i.s 


SALKS    LK'ITKHS 


471 


all  the  more  powerful  because  intanpfible.  The  method 
is  dangerous,  of  eourse.  unless  the  message  is  perfeetlv 
adapted  to  the  reader.  It  must  he  elose  to  his  experi- 
eiiee  or  it  will  seem  silly. 

The  following  exami)Ies  will  illustrate  the  use  of  sug- 
gestive description: 

The  Harp  is  ;is  old  as  iiiiisic  itsi-lf.  From  the  dawn  of  his- 
tory its  strin<rs  have  vibrated  to  every  human  emotion.  Mod- 
M-ii  perfection  has  but  emj)hasi/e(l  all  its  old-time  thrill  and 
imwer.   and   added   tlie   breadth    and    flexibility   modern   music 

iliiiiands. 


More  than  Dickens.  Scott.  Stevenson— every  American  will 
want  a  uniform  edition  of  ().  Henry— "The"  American  Kip- 
liiiir."  I'lie  death  of  this  irresistibly  witty  and  warmdiearted 
>r()ry-teller  of  course  makes  his  work  finally  complete.  The 
tidal  wave  of  ().  Henry  popularity  sweepin^r  over  the  flction- 
i'  ulin^r  world  makes  this  first  beautiful  i)o})ul.ar  edition  a  thing 
lliat  is  hound  to  iucrcdsc  in  vuliic.  The  eii^ht  splendid  volumes 
uith  their  U7  .irripi)infr  stories,  surcharged  with  humor  and 
i'atlios,  are  a  perfect  treasury  of  fascinating  and  absorbing 
"  .uhng.  O.  Henry  is  the  most  sought-for  author  of  the  day. 
^  our  library  demands  him,  your  patriotism  demands  him,  your 
.'iiiinaiHty  demands  him. 


unnor- 


Tlie  beautiful  rockd)ouml  coast  of  Dahnatia  and  its  ni 
"US  islands,  winding  channels  opening  into  noble  havens.  In 
"Inch  are  ensconced  (|ualnt  old  cities  nestling  'neath  loftv 
ii'.ipices,  .all  th.se  off,.r  a  n.w  fiehl  for  tourist  exploration. 
In-  from  tl...  beaten  t-,.ck  of  travel,  a  lan.l  thoroughly  un- 
i-<k"ey..,h  the  appellation  of  -the  lialf-fo.got ten  country," 
l">towed  upon  Dahnatia  by  the  Austrians,  is  indeed  a  fitting 
^Hic.  What  better  rest-cure  for  an  Anu^rican  than  to  traverse 
t:u  stn.r.^  v,r  jiics..  p.iimtive  cities  and  innigine  what  the  world 


lik 


e  wiien  t 


here  were  no  Stock  Exchanges 


472 


BUSINESS    rORRESPOXDENTE 


.'Si 


r 
'h 

I. 

The  first  of  these  appeals  to  lovers  of  music  The 
second  appeals  to  lovers  of  literature.  The  third  ap 
peals  to  lovers  of  travel,  especially  those  who  are  en- 
gacred  in  finance  and  business  (hn-in<r  the  greater  part 
ot  the  year.  To  other  people  thev  would  be  mere 
words;  to  these  particular  classes  thev  are  full  of  mem- 
ories and  promises. 

The  strongest  appeal  is  made  by  a  description  when 

It  comes  from  th.e  pen  of  the  eye-witness.    He  mav  even 

iTin^  in  the  first  pers(,n     V  in  telhn^r  what  he  has  seen 

and  felt.     This  is  the  method  of  description  that  has 

been  used  successfully  by  many  correspondence  schools 

and   most   mining,   and    land    investment    propositions. 

ilcre  IS  my  experience:   yours  can  l,e  as  good,"  is  the 

general  summm^r  up  of  the  imi)ress:(  n. 

Examples; 

S..m..I,ow  „r  otluT  I  DID  l,,.,v..  tl,..  "..tvo"  ,„•  {ho  ^.rit  t,.  ^ct 
out  of  n.y  rut  .urly.  AU.r  a  y.ar  nr  tw.,  ..;  ,>av  ..nv..lop.:  I 
.squ.ml  n.y  sLouIcLts  o,,..  ..vor.tful  ,„,.r,.i,.^.  ,uul  "..ucl  alou.l  to 
mysc  f  t  ns  uo,.-t  do.  r,„  ,.,!„.  to  |,av.  another  iron  in  th. 
tiro  jf  I  HI  burned  aliv.-  in  the  att.uipt." 

A  th„ui,d,t  ..trn.k  „,.  hk..  a  blow  h.tw.vn  the  .v...  I  b.-.u. 
to  fi^un.  and  think.  T,  n.  of  thousands  of  dollars--a  ^.t 
-f't'd-^wasput  up  hy  huMM...s  nu.n  of  n,y  .onnnunitv  in  fh.. 
■^I'.'I-  of  hd  s  nn..oll....,.d.  Thousands  ,.f  p.,,,,.,  ,,,,„  „„,,., 
""•'"■>■-;•••  ''-.M^^  th..  u..  of   it.  without    int..n.t.  wh..n  th.  v 

-'•-••■thsoh,..|yn..f..ntit!,dtoi;.     Thi n.v  should  h.  .-ol 

'V'"V'""'    7"''*    '-  o,ll..,.,..d    l.y   ..p..,.,s.      I-f.,„„|    ,„at    th. 
"'■•-'v    .stahlish...!    Colh..,;,,,.    .x;:n,..i..    n.ad.    a.    hi^h    as    50 

W  nffo,u...s  ,Wra.,.d  .,th   th.  vast  a„,o,.at   ,,f  outstanding 
'' V    ?'"'    r       ""-^    •'"'    ■'"*     -    oi-o,    .l.;:niH..d.     iudin 

;■;■' ^,,  ';'^7''''-'-'-i.-.-t^houid..oi,,...tn,on,.  u... 

♦''on.U,d.ly   frankj.usin.ss  hk.    nnunur  and    ,nak..    a    f,;.:.,..    .r 


I  vtl 


y  iniin  he  oncounlirrd.  with  ti 


If  t  \(  ( 


pti( 


on,  of  course 


)f  ti 


SALES    LETTERS 


nidcsirabk.  "Dead  Reat,"  for  the.  ,Kl,tor  of  to-d; 


iln'  creditor  of  t 


IV  i> 


lia 


bk'  t( 


o-morrow,  and  my  idea  was  to  buikl  uj 


rriuitation  at  every  stej)  for  Exf)ert  Collect 


)  a 


ion  Servu-e. 


Is  it 


finy  wonder  that  tl 


(in 


this  land   hurrahed   so   that 
mil.    away    when   we   talked  of 
liuildinip  a  town? 

A    town  hi're.  when   tl 
qiiite,  cacti  and  cattle? 


le  cowboys  that 


\vere  piinehinif  cattle 


you  could   have  heard    the 


Kettin^r  ,1   railroa(«   in   1 


111  a 
lere   and 


ere   was   al)sohiteli 


iioth 


W 


it 


surprised    that   the    M 


i»'i  we  think  about  it 


11/,'  but   nies- 
now.  We  are 


(/  <'v 


ftiii  h 


I, 


oxican    cowboys    told    their    friends 


Uone  cv:i/.y.)      Well,  tl 


oro.s  los  joTcnrs  Carter."     ( Those  ('art 


er 


ovs  have 


leri'  is  no  use 


it    w 


d  to  n-o  through  to  ^r,.t  it 
•cut  deal  harder  t 


tl 


our  telling  you  what 


we 


lere 


is  a  If 


Sb^).()0  an 


ir.it 
h 


We   \v 


ill  ^.iv  this,  that 


sicre  within  a  st( 


o  sell   land   here   tlin 


e  years  uiro  at 


)ne 


to  sell  50  front  ftrt  of  that 


throw  of  the  dej)ot  than  it 


IS 


■same  now  at  .*5()(). 


1  in.  Farts'  ntul  fi 


"take  nit'ii  liiiy,  cvtTv 


f/nrcs-.-Ji'  (lesir 


V  were  siiffieiefil  to 


;i  steam  vaelit.     1) 


one  wouhl  own  an  automobile  and 


(It 


(Ills 


[kikJ 
Ivl 


s  nj)on  the  other  d 


<'sire  IS  a  relative  thin^r,  ;i,„i  jt^  foret 


iii\e. 


V 


esM-es  a  man  niav  simiiltane- 


tiiaii  anvtliin*"-  el 


ven  wluTi  a  man  desir 


se,-  and  ti 


es  your  artiele  more 


t""i  should  have—  he  I' 
chase  by  eoiivietion.     It 


lis  IS  the  effeet 


your  deserip- 


fe(juently  has  to  justify  his  p 


ur- 


•  lUoyment   onK .  but   I 


e  serves 


''•■II  its  puri'ha 


i.'iy  he  that  the  artiel 

le  must  always  he  eonvineed 


se  Is  a(|\  i,ali| 


M  <''Mivincinn-  the  niind  thai  fj 


le 


pinchase  is  wise,  tl 


Iftler  must  do  two  tliinos. 

tiele  is  as  represented.     Il   tnusi   pnivf  that  it 

"h'  price  and   is  better  II 


le 


It  musi   prove  that  the  ar 
is  worth 


hSIl 


I'll   methods  are  I 


iJiii  (ilhers  a!    fli 


e   iiriee. 


Tl 


le 


<\  idenee 


Of 


li 


.«  ..I. 


)>    means  of  lo^^ie;,!    n;e 
lie  former  it  is  umieei'ssarv  t 


oiling  and 
h 


<>  sav  mueh 


-•^    t  I      I  1  I  M  l|  I      I 


"■  presented  to  him  in  tlw  I 


a<is  known  to  tlie  reader 


<»rm  ol  evidence 


474 


BTTSIXESS    CORRESPONDFACE 


hil^nxS 


EvideiKv  is  of  three  main  kinds:  faets  and  fi^rures: 
testimony:  and  tests.  Faets  may  he  in  the  form  of  con- 
erete  stateiuents  of  tlie  jurformanee  of  an  artiele.  In 
showino-  that  the  automohile  is  the  most  (hu-ahle,  we 
}j;r  c  the  reeord  of  prizes  won  in  enchn-anee  eontests.  In 
p:ovin^-  its  speed,  we  mention  raees  it  has  won.  So  it 
IS  with  ty|)ewriters  and  many  other  artieles. 

These  statements  must  he  ahsolntelv  eonerete.  It  is 
not  enou^rh  to  say  the  maehine  has  won  several  prizes. 
The  letter  fnust  speeify  when  and  where  and  under  what 
eon(htioi!s,  uidess  the  eontest  is  we!!  l<n>)un  to  tlie 
reader.  F  ,r  instanee:  "Tlie  Iilanl<  t>  p<  .vriter,  oper- 
ated I. y  Miss  A!iee  Jones,  won  t!ie  tentiu.usand  (!ol!ar 
cup  in  tlie  tentli  annua!  sperd  eontest.  lield  at  Madison 
S(iuare  (Jarden,  January  ]<;,  IDia." 

Tlie  same  neeessity  of  eonereteness  holds  ^rood  in  ^iv- 
in,<r  faets  and  M.oures  of  any  kind.  Amon^-  the  most 
valuahle  kinds  of  (inures  are  t!ie  numher  of  an  artiele 
sold,  and  tlie  inerease  eompared  with  previous  months. 
Tlie  followinn-  reeord  of  the  amount  of  advertising-  in  a 
husiness  magazine  will  illustrate: 
I'm 

''"'I''      yon     |);.ir. 

.Ftilv    o()() 

'^U^llst     Q\H  " 

S  •[•tcmlxr    o;}i  " 

('.111  voii  find  a   |i,ii;i|j,  I  to 

Simdarly  ihc  man  who  says  liis  addnssinn-inaehiiK 
saves  money  |)n)\es  his  statement  l>y  showino  |„,\v  tin 
offiee  hoy  at  .fd  a  we,  k  ,aii  do  the  work  ..f  two  hii-li- 
priecd  st.n.mraplH'rs.  and  he  ^dves  iinun.s  (..  siiow  wli;.i 
a  saving'  would  thus  hr  dVeeftd  in  a  year-  (  nou^d,  |„ 
pay  foi-  llu'  machine  twice  oxer. 

ii7.   T(sr„u>iii/.\\\u\\    people  sav  nf  an  artiele  i^ 


<     .hinc    o^Ji 

•I«ily    OHO 

.\tlfrilsf       0()] 

Scjitciiilur    ;}  1 7 

Ills  rc-dfii  f' 


UlffVS 


SALES    LKTTl-.KS 


47 


(•) 


nf'te?)  ^ood  evidence.     For  a  i 


uv.ikcr  than  facts  and  fi( 


)u.sines.s  man,  however,  it 
he 


IS 


lie  > 


kcptical  of  the  vahic  ol"  all  test 


^•ures,  hecause  he  is  inclined  to 


inionials. 


Tl 


ty  patent  medicine  concerns  and  others  t 
it' d()iil)trul  merit  has  (h-aun  them  int 


leir  use 


The  kinds  of  test 


(>  sell  articles 
jiute. 


()  some  (lisre 


imony  that  are  most  useful  include 


liat  of  experts  who  are  in  a  i)osition  to  he  unhiased,  that 
nf  persons  ifi  hin-h  oflicial  jjositions.  and  that  of  persons 

»y    rei)utalion    to    the 


\\  liu 


reader 


are    known    })ersonallv   or    I 


It 


IS.  ol  course,  essential  that  the  testimonv  he 


nini  a  person  who  has  no  direct  or  indirect 


ith  the  article  hein<.-  sold.     Tl 


comieetion 


'i\(ii 


le  e\])ression  of  praise. 


isupposectlyi   hy  actors,  actresses,  i)unili.sts.  pro- 


,     tVssional  hall  players,  and  the  like,  are  useless  for  1 
ness  men.  and  in  point  (.f  fact  usuallv  have  Jio  real  val 


i  r  ucniiinc  tin 


)USI- 

ue. 


\-   Wl'I 


\rrt 


isiri! 


Test 


■e  ^iven  for  the  sake  of  personal  ad- 


imony   in   the  hodv  of  the  Ictt 


er  must 


nmssardy  he  very  short  and  to  the  |)oint. 


'i'l 


ollowin..-  e\am|)le   illustrates  the  m.od   „se  „f 


t'st imony  jti  ail  appeal  to  business 
Mr.    (;.ori,rc    ir.    D.-uiiil^^,    (h,.    fr 


men 


ini(M<l()iislv    successful 


p.lsseiliTcr   ;iM-ellt.   (if   tlie    \,w    V.,ik    ( 


our  (•jiliiiiet- 


iitral   1{.    1{. 


sui 


i,'en- 
•■1  of 


•I 


fini    tisiri;r   several    of    \ 


oiir    ca 


l)illet' 


|Hii.s.ibk    to  iiic  ill   1 


ukI   find    fl 


uy  woi 


■k. 


lem    iridis 


118.    Tc.sfs.      Tlu    best   kuid  of  evid 


eiK c.  if  it    is  pos- 
to  use  it.  is  that    u,mu   hy  tests  which   the   rtader 


"i^i\   perform  I'l.r  himself.     |.",,r 
I Ktm-cr  fells  Ik.w  his  uhile-Iead 


mslanee,  a  paint  manu- 
ma\    he  tested. 


.'•(•id-proof  ink  e\|)lains  Ik.w  the  eiieh.s,,!  samnl 


1  maker 


^ritin^r  iiiav  he  test( d.  and 


so  on. 


A 


d 


pie  of 


^•<hmJ  example  ol 


1  H    I        1»  lis 


^^^••neern.     It  read; 


,!.;rM  II  IN  tile  ieiter  of  a  pa|)er 


1' 


1 


476 


BUSINESS    CORRESPOXDIATE 


1 


You  can  i)r<.v..  the  excellence  of  "Oldtown  Borul"  In  a  sec- 
ond. Just  tear  off  the  corner  of  tl,i,s  sheet,  then  tear  a  corner 
off  one  of  your  present  letter-lu^uls.  N„w  fr,t  a  rnagnifvinp 
Klass  and  examine  both  torn  edges.  You  find  long  fibers-lhu,, 
threads— on  ours,  while  on  yours  the  hbers  are  short,  woody. 

A  paint  niannfactiirer  sends  a  strip  ,.f  wood  coated 
With  varnish  and  invites  the  reader  t(,  use  a  hammer  o„ 
It.  Whether  the  reader  aetuallv  i)erl(.rnis  the  test  or 
not,  he  IS  impressed  with  the  faet  tliat  the  urit',r  is  vill- 
111^^  to  have  the  test  made  and  eonse(|uentlv  heheves  that 
the  artiele  is  all  that  it  is  rejiresented  to  he. 

Here  is  another  ^ood  exampk'.- 

Tl.is  letter  was  printed  and  ."■•    ■   i„  „„  the  Lettergraph  •.[ 
-n_^^l-<^s.ofl.ssf]uunhr..-iv,  ,*•  one  cent.     Can  vou  im- 

agine  a  Mu.re   perfect  n.at,.h:      There  cannot   be   one,  'for   th. 
sa„,e  nbbon  that  printe.l  th..  letter  was  used  for  the  fill-in 

(  oinpare   the  letter  with   work  <lone  on  anv   otlu.  n.achine 
I  .en  con.pare  the  costs.      You  will  have  the 'two  best  reasons 
wliy  you  .should  buy  a  I-ettergraph. 

Another  way  in  whieh  tests  are  used  as  evidence  is  l.v 
offenn^r  to  send  the  article  on  trial,  thus  oivinc.-  the  p.ir 
chaser  an  opi)ortunity  to  prove  its  merits  hefore  huyin.r 
it.  A  similar  way  of  accomplishing  the  same  ohject  i'^ 
'•y  teihno.  Inn.  that  if  he  is  not  pcrfectlv  .satisfied  jie  can 
return  the  artiele  and  -.vt  his  money  hack. 

Il.;>.  r.s//rh<>h>f,inil  rommand.  The  success  of  a 
sales-letter  m..re  than  that  of  m,.sl  kinds  of  husin.  ss 
l<;H<'-s  IS  measur.d  hy  Its  power  to  secure  response, 
liiis  responsr  may  <.r  may  not  he  in  the  I'orm  of  a  direct 
"'■'^'■''  ''•"•  )''•'  •■"•iich.  The  typu-al  sah-s-lettcr  we  arc 
considering-  aims  to  secure  an  immcdiat.  and  direct  or- 
der.    ConseuuentK.  Ilu.  I-.tt,.-  ,..,..»  -.c  «i..,  i.  .^  ..   _:..... 


some  imj)ulse  to  direct  and 


immediate  aition. 


SALES    LETTERS 


477 


There  are  three  general 


Ava 


eld 


ys  in  which  the  letter  may 


se  with  a  stiniiihis  to  action.     It  may  have  the 


il 


psy 


oiiimaii.l.  which  is  simplv  a  direction  to  the 
reader  to  do  a  certain  tinner.  It  „,av  remove  the  ob- 
stacles and  smooth  the  path  of  the  reader  so  that  re- 
si.oMsc  will  he  the  natural  thino-.  H  „,av  ..tt'er  some  in- 
<liicement  that  will  make  him  fear  to  delay.  The  three 
nitthods  are  often  used  in  comhination. 

All  three  methods  pre-suppose  that  the  reader  has 
>omv  desn-e  for  the  article  and  is  convinced  of  its  value 
<<•  t'l.n.  Unless  the  letter  has  alrendv  accomplished 
tliese  tiunn-s,  no  amount  of  stimulus  will  avail.  On  the 
•'ther  hand,  it  is  rarely  that  desire  is  stron^r  enou^di  to 
^^ercome  the  inertia  of  the  avera-e  person.  His  nat- 
nral  tendency  is  to  de!  ly— to  "think  it  over"— and  de- 
Mie  fades  away  and  conviction  weakens  until  the  matter 
!>>  whcilly  for^-otten. 

Hcsponse  must  he  secured  at  once  if  at  all.  "Trust- 
111-  to  receive  an  early  and  favoral)le  replv"  trustr  in 
vam-  It  is  unwise  t..  end  with  an  i<lea  that*  cncoura^res 
!i«lay.  'AMienever  you  have  need  of  one  of  these  val- 
iial.le  articles  wc  shall  he  -lad  to  have  vour  order"  dis- 
•■"ura^res  action.  The  slo^ran  of  the  sales-letter  sh<,uld 
iH     do  it  now." 

'i'he  "psychological  command"  is  true  to  the  fun<la- 
nuntals  of  human  nature  and  to  the  experience  of  sales- 
"ianship.  "Put  y,,ur  name  on  the  dotted  line"  says  the 
vil.  sman  suddenly,  and  our  hand  mechanicallv  'ol)evs 
I'l'ii.  ^  So  the  sales-letter  closes  "Sen.l  vour  i'mlvv  at 
"Dce."  and  the  simple  command  has  surprisinu  valiK"  fur 
'  majority  of  peo|)le. 
The  comman.l  in  its  elementary  forms  has  h  ss  force 


I  HUM 


' ad-harc 


^♦^en    nrst    used,    Itecause   it    has   1 


It 


)een   udrn 


IS  hetier  to  put  it  in  more  original  f 


ofUl 


478 


[■r 


IMvi 
I 


m 


BrsiNKSS    COHKESPONDFACK 


and  make  it  more  specific.  "Tell  your  stciiofrraphcr  to 
write  for  this  hook  to-day."  Sign  llie  enclosed  order 
blank  and  ^ive  it  to  the  otHce  hoy  to  mail." 

^  l.jO.  Mhuiu'nhKj  the  reader's  cirrfion.—Thv  varia- 
tio?is  are  comparatively  limited,  however:  hence  the 
other  methods  ..re  often  necessary.  It  is  ahvavs  wise  \n 
nnninnze  the  exertion  of  the  readVr  so  far  as  possible  hy 
removino-  the  obstacles  to  his  response.  This  is  a  part 
of  the  elliciency  doctrine:  eliminate  unnecessary  iii.,- 
tions.  So  with  the  sales-letter  a  return  addressed  en- 
velope or  post-card  is  enclosed.  It  should  be  stamped, 
if  the  expense  is  no  barrier,  or  if  the  i)ercenta<.e  of  re- 
plies is  likely  to  be  hinh. 

Sometimes  the  return  card  already  has  the  reader's 
name  and  a(hlress  on  it  or  some  other  mark  of  identili- 
cation  that  makes  his  signature  unnecessary.  It  has 
been  found  possible  to  use  a  signed  return  card  in  con- 
nection with  an  "outlook"  or  window  envel<)i)e,  so  that 
the  addressee's  name  and  address  takes  the  i)lace  of  the 
outside  a(hlress  and  avoids  duplication. 

One  eonipany  o„es  so  far  as  to  attach  a  return  p<.st- 
card  to  the  letter  by  thin  strips  of  paper,  and  tie  a  small 
])ened  by  a  cord  to  the  lower  corner  of  the  letter.  When 
the  reader  has  tinish(d  readin--  the  letter,  all  the  ma- 
terial necessary  for  response  is  rinht  under  his  haii.i 
ready  for  use.  To  this  savin<r  of  exertion  the  "psyelio- 
Jogical  command"  is  added. 

Here  is  a  (R'ncil. 
Sitrn  tlic  cjinl. 

lUl'p    tile    pi  ticil. 

But  mail  tlif  card — to-day. 


\\'h;!te\'e!'    th.C    !>>!!l!n!]    -.J.'    ■-■:•.!::..-    »!... ! 


the  "psycholoi^ieal  command" 


I    I  IV  1    V     iH  II 


r's  exert i 


Ull. 


ill 


IS  usiiailv  eoii:l)ine(l  witli 


SALES  .lettp:rs 


479 


it.  "Fold  a  two  dollar  bill  in  this  letter  and  mail  it  to 
lis  at  once,"  "Put  a  (jiiarter  in  the  enclosed  coin  card 
and  the  hook  will  he  on  your  desk  day  after  to-morrow." 
Human  in<rcnuity  has  cut  down  to  the  minimum  the 
immher  of  motions  necessary  in  respondin^r.  The  reader 
is  then  lirected  so  speeifically  to  the  one  or  two  motions 
n.ressary  that  his  ditJic.dty  is  to  rcmf ;  his  impulse  is  to 
t/ii'hl. 

]."51.  Imluccmcuts  to  ordcrinr/. —The  th.ird  form  of 
sfimulatin^r  action  is  to  offer  some  inducement.  The 
variations  of  this  method  are  numerous.  Some  a.re  best 
with  one  class  of  prospects  and  some  with  another. 
-Men.  for  exami)le,  prefer  an  inducement  in  terms  of 
iiiotuy:  women,  an  inducement  in  the  form  of  a  pre- 
"ilum  article.  Nearly  all  have  as  a  basis  the  idea  that 
tlie  offer  is  made  as  a  special  ])rivileoe  for  a  linu'ted  time. 

The  letter  to  a  business  man  mav  state  that  the  price 
quoted  is  merely  introductory  and  will  soon  be  raised. 
It  may  (.ffer  a  special  discount  for  a  limited  time.  Th.is 
is  less  useful,  although  sometimes  effective  if  a  ^ood 
reason  is  ^Hven— for  example,  the  avoidance  of  the  hol- 
iday I'ush. 

As  a  rule,  the  stimuhis  to  action  comes  at  the  end  of 
liie  letter,  after  all  the  other  functions  have  been  ])er- 
'"'•'. led.  If  it  is  in  the  form  of  an  inducement  the  i)e- 
UMinino-  „f  the  letter  may  brino-  it  i,,  also,  in  „nler  to 
"tt-act  attention.  This  secures  better  unity,  but  loses 
snniethinn-  ..f  the  climactic  effect.  Moreover,  it  is  not 
always  desirable  in  appealir.n-  to  business  men.  becaust 
t.'uy  are  suspicions  (.f  a  letter  that  begins  with  "A  won- 
''•■••lul  offer."  or  "A  ma.irniHcent  free  offer."  In  any 
(•■•ise,  the  last  words  shouhl  leave  in  the  rea<ler's  nn'nd  a 


ly  Clear  idea  of  Hie  tliinu-  h^  is  to  d 
itl 


o  and  should  |)ro- 


t4 


i  I 

I 


iini  witli  suMieient  impulse  to  make  him  do  it. 


r^-? 


CHAPTKH  XIII 

THE    APPEAL    TO    DIFEEREXT    CLASSES 

L52.  Adjustment  to  the  render.— It  lias  l)cen  pointed 
out  several  times.  l)iit  may  l)e  emj)hasizc(l  here,  that  the 
success  of  any  ktter  (le])en(ls  u})on  its  personal  element. 
Tlie  sales-'letter  ])artieularly  nuist  he  adapted  to  the  in- 
dividual. It  must  come  home  to  him — nmst  "get  across" 
to  him.  This  result  is  gained  partly  l)y  the  emphasis  of 
the  ])ron()im  i/uu.  It  is  gained  more  hy  choice  of  argu- 
ment, arrangement  and  language. 

You  must  know  what  arguments  will  appeal  to  differ- 
ent men.  You  must  take  the  reader's  point  of  view 
toward  the  huying  of  your  article.  Xothing  is  more 
common  than  to  see  a  writer  who  writes  for  himself  only 
—uses  the  arguments,  the  tone  and  th.e  language  that 
a])peal  to  him.  This  attitude  invites  failure.  You  must 
talk  of  things  that  interest  the  reader.  You  must  use 
vv-ords  that  are  common  to  his  daily  speech  and  illustra- 
tions dose  to  his  daily  life.  You  may  go  even  farther 
and  adapt  yourself  to  his  j)rohal)le  mood  as  ii-thienced  i)y 
his  seasonal  activities. 

Of  tremendous  advantage  to  the  writer  of  sales-letters 
is  a  first-hand  knowledge  of  the  people  to  whom  he  at- 
tempts to  a])j)eal.  It  often  hapj)ens  tint  a  writer  makes 
a  great  reputation  hy  writing  a  successful  sales-htter  to 
l)eopIe  he  knows.  Itul  fails  wluti  he  tries  to  write  to  thf)se 
he  does  not  know.  A  printer  who  sueerssfully  sold  ,in 
uik  dryer  hy  mail  to  other  printers  would  not  nxcessarih- 
he  ahle  to  sell  real  estate  to  prospective  real  estate  hiiy 

tsu 


THE  APPEAL  TO  DIITEKI-A'l'  CLASSES 


481 


ers.     On  the  other  liand.  ;i  orcat  CI 


licaf^o  mail  order 


liouse  was  foinided  l»y  a  yoiino-  station  a^^'nt  who  he 
hy  selJin^^  watelies  to  other  station  auents.     He 


(Tcded  witli  later  letters  I 
(laiiientals  of  human  nati 


ive  cnstoniers  eaeli  time  he  wrote.     'J 


<4an 
sue- 
)eeawse  he  utulerstood  the  fun- 
ire  a!i(l  visualized  his  pros])eet- 


ne  w  ,e  writer  will 


MH 


tid  as  mueh  time  in  finding-  out  all  he 


can  ahou 


t  the 


<i;iss  of  j)eople  to  whom  he  expeets  to  appeal,  as  he  will 
111  aiialyzin<4-  the  talkiiiir-points  of  the  artiele  itself". 

it  is  impossiI)Ie.  within  the  limits  of  this  treatise,  to 
•  liMMiss  the  methods  of  dealini,^  with  all  elasses  of  read- 
ds.  Kven  within  distinet  tyi)es.  there  are  frequently 
^^<  tional  diff'erenees.  A  farmer  in  the  Northwest  is  hy 
iiM  means  the  same  as  a  farmer  in  the  New  En«,dand  or 
Southern  States.  The  method  of  dealin^<r  MJth  farmers 
i!^  each  of  these  seetions  should  he  different.  It  would 
Ik  nut  oidy  impossihle  to  outline  these  methods,  hut  also 
a  \vaste  of  time  and  space.  The  writer  i-mst  analyze 
(acli  elass  with  his  individual  i)ropositi(m  in  mind.  He 
may  then  hope  to  m.-.ke  an  a])i)eal  that  has  the  ricrht 
*  iiai-aeter,  lan,oua,i>e  and  mood. 

l"f  illustrative  purposes  \.e  shall  take  np  a  i'(^w  of 
tlir  more  important  elasses,  and  see  how  letters  to  them 
should  differ  from  those  to  hnsincss  men. 

I."):{.  .in/iinu'Nls  tf/fif  aiipcal  to  farmers-. —The  chief 
1  If'  enee  hetween  letters  to  farmers  and  letters  to  husi- 
nrss  men  is  that  "hr  letter  to  the  farmer  mav  i)e  very 
much  lon-er.  He  has  more  time  to  consider  a  proposi- 
tion in  detail.  If  he  does  not  oive  the  letter  a  carefid 
reading  at  Mrst.  he  is  very  likrly  to  save  it  for  tlic  long 
winter  evcninns.  Then  he  can  sit  down  with  his  mail 
order  eatalon-s  and  his  circulars  and  other  material  and 
decide 
liiiii  1 1 


ne  wants  to  ouy.     \  ery  little  that  is  sent  to 
y  mail  is  wasted.    He  makes  a  careful  and  pains- 


IV-;ii 


e^  ''  ■ 

-^t:'  ■ 

4t£  ? 

M 

4.S2 


lU'SIXKSS    roUHKSPOXDKXCK 


takmo-  o<.n.,.nns,.„  of  the  merits  „r  tu„  similar  articles 
so  that  he  ca.i  \k-  sure  to  o-et  "his  inoncv's  worth." 

The  fanner  wants  col.l  facts,  and  ])lcntv  of  then.       \ 

•sin^-le  talkuio^  point  is  not  enouoh.     U,.  ,;.a„t.s  to  kn.nv 

that  your  article  is  sui.erior  to  others,  not  sin.plv  in  one 

particular  hut  in  all.     I  fit  is  a  huoo-v,  for  example,  h. 

M^ants  to  know  the  kin<|  of  ash  used  in  it.  the  construction 

of  the  axle  and  wheels,  the  numi.er  of  coats  of  paint  an,| 

how  they  are  put  on.  and  the  si/e  and  color  and  numlHr 

oi  stripes  u.  the  decorations.     He  wants  c.m.parison  iu- 

twecn  your  article  and  its  competitors,  and  lie  wants  %- 

ures  to  suhstantiate  the  comparison. 

The  following-  example  will  illustrate  this  point: 
Dkai!  Sir  : 

You  hear  a  great  .l.al  tlu  s.  days  about  tl>e  value  of  buvi„. 
(lu-ect  from  thf  iiiaiiufaeturer.  "" 

The  ,nauufaett,rer  who  mUs  this  way  c-hmns  that  hv  can  sue 
you  h,,.  „,„ney.  II.  dahns  that  by  cutting,  out  all  nndcllonien's 
cost  ami  profits,  h.  ean  ,<rive  you  b.tter  value  for  nn.ch  ks. 
^  our  lo..al  d..al,.r  a,ul  the  u.anufac-tunT  who  sells  through 
dealers  say  ou  the  otluT  hand  that  he  ,loes„'t  reallv  sell  .heapr 
^'>-'  they  do  that  when  he  quotes  lowe.-  prices  he"  sends  pooler 
quahty.     Which  is  rijrht? 

This  ,,uestion  is  one  of  big  importance  to  you-it  is  one  of 
1).^^  .Mipoi-tanc  to  nic.  too.  and  I  want  to  discuss  it  with  vou 
on  ttie  l)asis  of  ro<.|<  bottom  facts. 

Let-stake  the  price  of  stoves,  for  c.xample,  because  that's 
my  business,  and  I  know  most  about  it.  and  let's  take  towns 
of  from  1, ...)(,  to  o,,„„   ,,,„,,,,,  i,,,,,.^,,^^,  ^,,^,^.  ^^^.^,  ^,^^^  _^^^_^^^ 

towns   when,   the   big  ma,io,.ity  of  .toves   a.v  sold.      The   same 
hgures  wil!  apply   to  larger  tow„s  in   proportion 

'"   towns  of  f.-om    l-'OO   fo  '>.()()()   von' will  „suallv  find  two 
<Jealers   who   handle   stoves.      These   dealers    will    avera, 
oO  stoves  apiece — bnfl.  .;,.Ii;„ I i  i,w. 


-  ■•-'     I"    1       V  1  .1  1  . 


ins  (le.ilei- 


trade  is  divided  up  among  about  eight  big  st.n-e  manufacturer- 


i 


THE  A1>I>1:aL  to  DIFFKUFA'T  classes        1s;{ 

Now  Kr.s  fi^nn-c.  first,  what  it  costs  to  s.ll  tlus.  100  stoves 
r-  r  uar  to  th.  d.aKrs  i„  carl,  town,  tlun  what  it  costs  these 
.UalcTs  to  sell  the,,,  to  vou  and  you,-  nei^rhbors. 

The  first  bi<.  cost  of  sellin.  to  th..  dealers  is  tl...  t,-avelinrr 
'"'"  ^^1'"  '"nkes  the.  sale.  lOaeh  on.  of  these  ei^ht  hi.  n.anu'^ 
f;<fu,-ers  has  travclin,.  n,en  who  visit  eaeh  town  aho,.t  four 
tnnes  a  year.  That  „,eans  ',io  t,ips  eaeh  year  to  eaeh  town  to 
-11  1  )(»  stoves.  When  we  consider  a  t.-avelin^r  n,an-s  exyn.nses 
".-  salary,  ,-a,l,-oa,l  fa,v,  hi^h-p,-iced  hot.|>.  .-i^ars.  takln-r  his 
>n4on,er  to  dinn,.-  a,,,!  then  the  other  iten.s,  we  can  casik  see 
•1'  'f  ^'Hch  one  of  these  stoves  ,n.,st  cost  several  dolla,-s  n,o,-e 
Mi^t    to  f.ay  the  expenses  of  these  t,-avelin-  men. 

TlH-   consider  the  dealer's   profit   an,]  expenses.      The  local 
.i-  -•  who  sells  only  oO  .toves  a  year  n.ust  fi.u,-e  on  ,nakin.  a 
!-    ty  b,g  f)rofit  on  each  one  to  ,„eet  all  his  expenses  for  rent, 
'     -k  lure,  loss,  and  ,nake  ,.non,nh  extra  to  ,„ake  it  worth  his 
"l"!^'-      Certa,nly   no  dealer   will   he  content  to  take   less   than 
-^.(»  profit   fron,   a  whole  yea,-'s  stov   In.siness,  an<I  h-  n,ust 
"1^1  at  ^ast  !f250  n,o,-e  to  cover  f,visht  and  expenses.      This 
■"'  n,s   that   each   dealer  n,ust   sell   his    stoves    for   at   least    <?10 
■nore  than  they  cost  hi,,,,  and  when  we  ad.l  the  expenses  of  the 
t'-av.hng  man  ,t  is  shown  beyond  doubt  that  every  stove  that 
'>    'on^rht    throned,   a    local   dealer   ,nust    .sell   for   ^t   least   M5 
-Hi    .ene,-ally    more    extra    just    because    the     local    dealer 
ii.'iidles     ,t. 

Now,  why  should  we  pay  this  .^L",  or  n,ore  extra  just  for  the 
>ake  of  b„y,ns  fron,  your  local  dealer.=  Does  it  in,prove  the 
qii.-.l.ty  of  the  stov..  to  have  hin,  ha,Klle  it.^  Does  the  fact  that 
'";!'--^<s  $10  n,o,e  for  a  stove  prove  that  he  is  ^ivin;,  better 


!'"■  «h,„  you  stoj,   to   consider  that   it   costs  li 


.l'i>t  to  sell  it.^     Instead,  doesn't  it  show  that  1 
m^  you  a  $5  cheaper  stove  and  simply  cl 
<■"'   it  to  bi-eak  even. 


■  in  $15  more 

e  is  really  giv- 

larging  you  $10  more 


"■^  IS  Mie  dealc 


S    SI  tllfi  f  iri,i 


.1  -1..  11 


IIIO 


i"e    for    cheaper 
Waterloo   Direct    to    V 


iro 


(h1 


s. 


Ih 


•  •>^   iiiii.-x.  eiiH 


ou. 


He   must   ch. 


a„*t    eoiiij)ete    with    "tl 


rge 


',e 


irge    vou    more    for 


m 


ii. 


484  BUSINESS    COHKKSrONDKNC], 

the  samr  value,  scllirifr  so  few  stows  in  .'i  yvsw  he  can't  possibly 
give  vou  as  f^ood  a  scli'ctioii. 

These  are  ;il)solnh-  facts.  They  cannot  bo  explainc-d  or 
"knocked"  away.  More  and  more  people  e\  i  rvwhere  are  com- 
iiii;-  to  reail/e  them.  More  and  more  they  are  refiisiii«r  to  j)ay 
this  bi^f  extra   profit   for  notliini;. 

Why  do  yon  <'ontiinie  to  do  W 'f  Why  not  try  the  Water- 
loo plari.^  It  will  <rlv(  yon  a  better  .>tove,  a  wider  selection, 
and  save  you  from  .^5  to  $  M).  and.  remi  niber,  you  take  no  ri>k 
whatever.  I'.very  stove  is  sent  on  approval — your  money  back 
if  you  are  not  aijsoluteiy  satisfied. 

T<H  us  what  kind  of  a  stove  yon  want — a  postal  will  brini; 
our  bi<r  money-saving  catalog.  Drop  it  into  the  mail  now 
before  you  forget  it. 

Very  truly  yours, 
Enclosure: 

Approximately  what  it  costs  for  a  tra\  >v.  to 

make  a  town. 

Where   towns  arc  S.')  M.   apart  he   can  average 
towns  per  dav. 

Hotel,  .>.^..'>0  per  day $1.25  prr  town 

Car  fare  at  3c.  pir  mile T.^     "        " 

Fintertainment,  etc 1.00     "        " 

Salary,  .$1.00  per  day 2.00     "        " 

.$5.00 

A  stove  salesman  uses  catalogs,  so  needs  no  drayajrc 
for  trunks,  etc. — liis  Dostage  is  small,  laundry  less  than 
$1.00  per  week. 

$5.00  would  easily  cover  his  average  cost  per  town  to 
his  firm. 

;>.2   tri|)s  per  year  at  $."').00 $160.00 

It  i.s  notable  that  tlic  ar^iiinent.s  in  the-  above,  as  in 
iii.-isl  icitirs  to  iaimti^,  are  oi'  practical  coninion-sensc 
nature.    The  larrner  judges  value  l»y  efficiency — only  he 


f 


Tin:  APPEAL  TO  DIFFEHEXT  CLASSES       4«:. 

•  Incsn't  ciill  it  timt.  Matcriul,  as  a  rulo,  is  more  inijH<rt- 
aiit  lo  liini  than  fit;  durahility  tlwui  style.  Fit  and  style 
;iii<;  llicr  appeals  In  tlie  a-stlietie  side  may  s(.melimes  he 
used.  I)nt  they  mnst  always  he  seeondary  to  the  ntility 
ai'^iiment.  Qnajity  to  him  is  synonymons  with  i;tility. 
lie  mat  want— and  often  does— a  solid  nold  watch,  a 
pel  leet  time-keeper,  -Mit  lie  nsnally  does  nor  eare  to  have 
it  "the  ihinnest  in  the  world." 

l-'rom  the  fore^^oin^-  it  may  he  inferred  that  price  is  the 
stron<jest  ar^niment  of  all.  The  har^ain  instinct  is 
strong-  in  all  hnman  natnre,  and  nowhere  more  tlr.ji  in 
the  farmer.  Generations  of  strn<><rle  with  the  niooardlv 
M»il  have  implanted  in  him  a  wholesome  respect  for  the 
|)enny.  For  that  reason  the  device  used  continually  hy 
(1(  partment  stores  to  attract  hnyers— that  is,  the  use  of 
"(Id  fioures  like  $2iXV.)  instead  of  $2.).0()— influences  his 
lit  eision.  So,  too,  does  the  statement  that  there  are  only 
<!17  of  these  articles  to  he  sold.  The  farmer  likes  exact- 
nt  ss  and  detail ;  it  is  unlikely  that  any  letter  can  give 
Iinn  too  m\ich  ';,n'"s  material. 

1.34.  Language  and  tone  to  farmers.— The  presenta- 
tion of  the  argument  involves  the  use  of  homely  lan- 
uuage.  The  words  and  sentences  n)ust  he  ahscilutely 
Mini)le  and  clear.  There  must  he  nothing  that  is  not 
'lireet  and  straightforward.  One  has  only  to  analyze 
Ai)c  Lincoln's  sj)eeches  to  see  the  kind  of  language  that 
wins  the  confidence  of  the  "plain  peojjle."  The  leading 
l;irni  papvr  in  the  country,  in  its  letters  to  suhscrihers, 
^inaks  of  them  as  "our  folks."  Lack  of  rhetoric  in  the 
letter  is  not  a  disadvantage — cpiite  the  oj)|)osite.  Even 
pdiir  grammar  and  a  iine  disrega)  for  correct  s|)elling 
iiiiiy  sometimes  harm  less  than  it  lieli)s. 

The  foHowing  e\ami)le  illustrates  the  use  of  homely, 
St  might- froni-the-shou.'ler  language  in  presentation: 


486 


BUSINESS    COHRF.SPONDFACE 


I 


THAT'S    Tin:    PROOF 

After  all.  t!,afs  the  proof  of  anythin^r.  X„t  how  manv 
^^■'""''■•■'"1  tnlkin,ir  points  it  has  when  the-  n.anufactun.r  o'r 
salesman  is  t.  Mm,.  yo„  about  it  -  „ot  what  it  will  ,lo  un.ler  hi. 
expert  lia.uls  n,  exhil.tinn  f.^sts  hut  what  ,1  does  i„  onlin  irv 
ev.ry-,iay  pra.tiee-  ...1  i„  ,,u\  w.vk  out,  rain  or  shi,,;. 
'""""•••'  '•>•  f'"'  "'-'linarv  fanner.  This  nnist  always  l,e  'h. 
'"'•■'l  t-^t  ot  any  niaehine.  And  I  ean't  tell  vou  how"  pleased  I 
am  every  tn,,e  I  o.t  a  new  letter  fro.n  one  of  n.v  fanner  friends 
Whno.  ,ne  hou  the  (;iant  is  .p,.t  tearin-.  over  "their  stump  lot. 
t.n-n.ni,.  the  worthhss.  h.afer  i  ,nd  into  broad  fields  and  b.- 
j)rofits.  "^ 

'■-■   I'';'   ilM.usands  ,.>    sn.h   letters    fron,  every  part   of  th.. 
<;"untry,  but   I  an.  prou<l  about  every  new  one  U,at  onnes  u, 
^o  I    fl.ouoht   I   uould  (ix  son.e  of  then,  up  this  way  and  send 
tliei.i  around  to  some  of  aiv  friends. 

Then-  is  no  .,uestion  about   it-every  aere  of  loaf.r  l.u.d 
losu.^r  you  „,oncy.  it  n.ear.s  dolla         „d  cvnts  ri^d.t  out  of  your 
pocket  every  year.     And  I  know  .l,....  isn't  a  far,..er  who.  "if  !„■ 
'•'■a,y    kn.u    about    ...y   UKThine      how   ...silv    it    ehvins    up    th 
'-•'i      '".w„    .oesri^ht    after   the   bi.   Mhnvs    a,.d    pulls    then, 
-t.iust    I'l-  they  we,-esapl....s-- who.-,  ali.es   that    h..a,.dh,s 

^"  V"' "T  "'"  ^"'■'^''*  "'"'■  "   '"»'"'<'-"lv.leanupanae,v 
a  duy- who  wo.ddn",    .et    a  (Jiant  at   onee.      Honestly,  it's  no 

■';'■'■"    -      *-   -II    flw>    lo    p..ople   wl,,    really    know    about    n,v 
'"'"'''"'"■        •""'-'  """'Ul>t    I  would  take  fins  way  of  iust 

,""^^"";''"  •'"""'    '—   -pl-"  -I    possibly  eould  just 
li"W  (asy  and  sun'  th,  v  work. 

Men  are  the  verv  photoirraphs  "Snap-shot"  of  son.e  -f  n,v 
fanner  fnends  , .i,h,„,,il,.th.y  were  workin.  in  the  field.  He,. 
'*'■',';.'*■ '''^    •'-'    '-'-''-^   -H.    the    pi.,.,res,   e.p|aini..C 

■'""";'"'"'"■"""'    ""■'"       ^"''   '   '■•!"-"lHn.,snothin..I,.an 
-ythal    unul.i  , -.ally  ...  V.,,  ,...„,,  ,,„j,,^^^,,^,,^_    ;_^_^,^^ 

fulmentof.he  'tMup   Puller  as  these  very  !e„.,.rn„n 

SO  n.anv  pleased     u    jrs. 
And  wliat  i}wy'      »l--nv 


"    >  .til    »n». 


1  ou  ran  ^'o  <iv(t  \, 


THE  APPEAL  TO  DIl.EEKEXT  CLASSES 


481 


stiiinp  lots  will)  only  n  hoy 


into 


)me  of  tlir   most  j)rofital)I('  l.ui.l    v 


or  in;vn  to  hclj)  vou  .uid  turn  tl 


u'ln 


oi 


\'\c  ^ot    ;ui(i    ;it    the 


nitc  of  ati  acre  ,i  day.  Vo,,  .an  add  SI^O.UO  to  $50.()0  to  the 
\,.hic  of  cv-ry  stuinp  aciv  yoii  ouri,  and  do  it  in  your  spare 
tin..'.  Do  y„u  know  of  any  other  way  (hat  you  can  make  as 
much  money  us  easily? 

If  you  could  oidy  see  one  of  my  stump  pullers  in  operation 
I  know  y.ui  wouldn't  hesiiate  a  miruite  ai)out  hayinrr  one,  too. 
I'm  convinc.l  that  no  up-to-date  fanner  can  sec  „nc  without 
"  uitlniT  it  himself.  L,  order  to  make  it  jmssibic  f.)r  the  people 
in  your  locality  to  actually  se.  „ne  „f  my  n.a.hin.s  workin^r,  I 
am  jroiniT  to  mak.-  a  few  men  in  each  nei^diborhoo.l  an  offer 
that  is  so  rem.irkal)!.— so  surt>— so  ahsohitely  without  risk, 
that  I  am  .ijoin,-  f„  ,^ri  at  least  one  exhibition  stump  puller  in 
every  neiirhborhood  in  the  eouiilry. 

.'list  to  nvf  somebody  i„  your  nei^rhliorhood  Parted  usinrr 
one  of  my  machines  I  am  -oin-  to  ./nv  the  hrst  couple  of 
buyers  in  each  locality  a  70  piT  cent,   reduction,  that  mems  a 

^'m  (liant  for  oidy  $ .— . 

I'his  is  the  most  attract  ixe  price  offer  Eve  ever  made,  but  I 
•^':"»  it's  .iToin^r  to  mean  l„ir  busuicss  to  me  ni  the  long  run,  so 
I  111  ^'oniij  to  make  it  to  vou. 

Moreover,  in  a<hiition  to  this  Em  frnwir  to  s.  nd  thes..  ma- 
'■l'"us  out  jusi  as  I  do  all  others  on  '.W  .lays'  free  trial.  So 
'""  •»•  tlin.e  farmers  in  ev.  r v  .omnninity  are  not  only  ^roin^r 
t"  ^'et  a  machine  at  this  wond.rfully  redu.-ed  prle,  .  but  they 
■  "  have  ;}()  ,|,.,ys  to  use  It  ;,„d  prox..  It  i„  .verv  U  V  they  can 
'"nceive  of  to  see  whether  c-  not  It  will  ,1,,  all  F  clahn  I'f  y,,,, 
•l'"ik  it  won't,  in  fact,  if  you  .lon't  want  it  after  you  have 
""I  il  xiid  It  back  and  I'll  nfund  your  monev  ju-t'as  „ul<k 
^  I   took  it.  ■  .    .  I 

<'oi:ld  I  make  a  fain  r  proposition.^     .\nd  ui  .   shouldn't  you 
h-  one  of  the  faruM.rs   to  ..t   the  advanta^n.  of  mv   special' in 
"";'u<-to.y  pnc...     1   know  you're  bound  to  see  the  a.ivanta^e  of 
'  <'i.'«nt  S.utnp  Puller  .some  day  ami  bound  to  have  on.'.     Why 
-    -::vr\  yovi  ran  get  ii   at 


,.t    I  ,L,.    If 


i'j,'ular  I 


)rut'  on  ;ny  special  limited  offer. 


ot   the 


488 


BUSINESS    CORHKSPONDKXCE 


if-tlH^ 


nnl.r  it  „„  ,,ppr„v,,l  ,„.rf    ,.      ,f  f,„.  ,,     . 
Land,..  ,i  n«l,t  „„.,  .„„,  „„  „  „„„„  ,,    ,„,„■„,„,  ,  „.,f  "j;"^ 
one  ,,„d  «,v,.  „  ,„  ,„„  ,..„„.  „,„„  ,„„  ,„  „.^„„  ,,  , 

"■""■'■  '"■""  '■"■  'i»_ii--i-i -v  „i,ii,.  if,  „„  ,„„, ,:;;:; 

,  I'rcsicKrit, 
(ilANT  MI  (,.  CO. 

Some  of  U.e  oxprcssfons  in  the  above  letter  im<rht  nnt 
pass   the  ent.e.      "Just   like  they   were  saplin,;-'   '  , 

Pl^''"  as  I  ecMd<i;' 'lunv  easy  and  sure  thev  'v.u-k.-' tins. 

-eo„y,reu-.     or  c-ourse.  it  is  not  safe  to  ean-v  this 

"ctod    ootar.     An<.er,loseoritsi„,,]varousJs<hs- 

mst      Ahttleori.jH.wever.v.illhdi.aswilltheus. 
of  sueh  expressions  as  "loafer  land." 

'!'»'<'  ''arn.er's  environment  should  also  he  reflected  In 
tl>-e    etters  to  Imn.     Comparisons  shouM  relate  to  I,,: 

nc^- 'i^'      "^   '"''"  '''""  '1  ""'  '''  ^^^"  ^^^"^^  ^  '-•»- 
Znl     I     '•       ?•',••"'   "    '"*   "i-   steps."      The    farMH  , 
shoul.l  he  visua  „.d  m  his  surroundings.    The  follouin.. 
example  u,ll  diustrat.  how  an  ar^ununt  is  enforeed  In 
an  a.iah.uy  tl^it  he  can  -rasp  instantly: 

Di.AH  Sni : 

Vouknou..,,.,,o„tlK.rs..s...Knfvo„n.od..dawor^ 

^-^^^P^-^'^hors.  lU.^^^s  hunt  for.. rU      .i....pdu.t.  .1 
l();i(l  .uul  k.rp  ,,f  it.  ■ 

Wl.v  <l,Msn-t  fl...  sanu-  pn,,]  common  .sens,  apply  f.,  p;,^,„. 
nneriffuu-  for  work.  '   •  P"  "^'"^ 

UWsH.K.^.,      .1...,.  voo  uaat  a. ..^  ..„,;„..     „f  ,,„, 
Hii^u.tl,  d.edH.catcfinic-kv^rasoli.K.  tvp. 

Of  <ours.   a  ^.asohm.  .„gi„o  i,  H«ht„-so  is  .  ,•,,„  ,.„,... 

engmc  wd!   st,u-r  ,u,..K..r.   too.      So  oui.k    u.   f..,    t,,,,-,    - 


r>\i  oan'f 

ve  yoii 

he  same 

11-  iniiid. 

.  CO. 


•ht 


nnt 


'    tllCM' 

•y  tli^ 
L'S  (lis- 
lie  use 

ted  in 

to    Ills 

(orty- 
iriiRT 

)wi||;i' 
f(l  l.v 


horse 

I'.st.d. 
Ik'.i\  V 

(on] 

rsf— 
oiiiii 

L'l  n- 


TIIK  Al'I'KAL  TO  I)IFFi;i{i:XT  CLASSES       4S0 

c  .  >   races    ifs    h.  a.i    off  till    it    ^ots   ho],l   of   the   loud-then 

there's  a  different  storv. 

The  gasoline  en^ri„o  is  a  wonderful  invention-for  f!,,.  mto- 

...ohde  and  flvin.i.  niac^hin...      Uut  the   railroa.l  en^rj,,,,   H,at   has 

to  do  real  work  depen.lahly  i^rt  of  thai  tv|.e-„or  is  the  en- 
f^'ine  o(  th..  orean  li,ier  -  ov  the  en^n„,  ,.t  ,  he  hUj;  power  plant- 
-.■  any  other  en^nne  that  has  real  work  to  ,lo--^/,oy  arc  all 
.\ttnm  pourr. 

Connnon  sense  is  connnon  sense,  whether  applied  to  horses 
'»•  <'nM.nes.  And  Maxwell  stean,  power  is  the  co,n,non-sense 
I-"..-  tor  the  far,,..  Tl.is  has  further  he...  prove.l  bv  KS  years 
ot  liaid  e\(i-y-day  expei-jciu'e. 

Send  haek  the  enclosed  eanl.  telll,,.  u.  al,„„f  ,„„,,,,,.,•  ,„,^„. 
n.e<ls.  and  we  will  .ive  you  son.e  facts  and  spenal  inforn.ation 
.•'•<"ut  .y,n/;-  work  that  will  not  only  surprise  vou  hut  n,av  save 
you  a  great  many  dollars. 

To  n.ake  su,-..  that  you  don't  forovt  it  a^ai,:  till  the  card 
"ut  .and  put  it  with  the  mail  nou;. 

Yours  very  ( ruly, 

I.V->.  Prohlcrn  of  n  aching  prof  ess},,  nul  men  -  -l^rofes- 
^^'""al  ,ncn,  such  as  lawyers,  (K    tors,  cler^r^-nu.,,  a,,, 
teachers,  do  not  respond  readily  to  a  lett.'r.     The  meth- 
ods of  .seen  rin.u  response  I'roui  them  must  he  verv  (htFer- 
ent  from  those  use.l  to  reach  h.isiuess  men  ,„•  farmers 
ih..  professional  man  receives  a  laruv  amount  „f  mail 
l'i"-liy  heeause  it   is  su  ,  ;,sy   for  mail  ,.rd,.r  concerns  to 
<'»tamh.snan,e.  aud  partly  h.causr  .d'ti.e  supposition 
'''■•'t  '«■  IS  ma  position  '..  h,,v  uhat  lir  wants.     The  pro- 
•'-si.mal   ,uan   who  is  ahh.   I.,   huv    nadilv   is  usuallv   a 
^••'•yl>"SN   man.     F<.r  this  nason  and  lor  th,-  reason  that 
he  receiv.s  larnr  amounts  of  mail,  he  w,||   „,,f    .-.ad  a 
l"iiK'  letter. 

l-rtters  to   profc.ssi.,nal  m,  n  slionid   1.,.   fairlv  .short. 

I  I..S    in-il./.i.     i»     •>,.,.,,....,....      1  I  < 

"     :!^t.t.sr..!; -,     ;;,    ,i,.    a     iai^c    amoiUU    of    tho 


""•Is  I'y  enclosures.     If  lla  .short  letter  nets  his  att 


en- 


V.H) 


BUSINESS  conn i-spondknci-: 


if  i 


iwiw 


w 


Mk 


tion  and  .stimulates  n  liftle  desire,  it  is  possible  that  he 
uill  read  the  enejos       >,  be  ecnviiieed  and  aet. 

So  far  the  probkiii  is  not  unlii<e  that  of  dealin-r  with 
tin    !)us.ness  man.     But  the  trouble  is  that  the  talkin- 
points  that  influenee  the  professional  man  an.l  the  huf- 
.uua.ue  and  tone  that  are  adapted  to  him  re<|uire  spaee. 
The  arn^nments  that  reaeh  him  inehide  that  of  .|ualitv 
and  this  does  not  neeessarily  mean  (|ualitv  measured  In' 
terms  of  money.     The  idea  of  exehisiveness  sometime^ 
appeals  to  him.     He  is  rei-arded  as  a  partieularlv  o-<,o,l 
prospeet  for  sellino-  hmited  ch'  hur  editions  of"b(,(,ks 
Uv  ,s  affeeted  to  some  extent  by  matters  of  appearanee 
and  style.     A  tailor  u„m1<1  not  try  to  sell  him  elotlus 
sunply  on  the  ground  of  their  exeellent  material  an.l 
''"'•alMhty.     In  a  wonl.  a^sthetie  eonsiMerations  are  ex- 
tren.ely  important  in  appc-alino-  to  the  professional  man 
I  nee  is  less  important,  an.l  the  use  of  odd  fin„,.cs  is  of 
htfle  use. 

The  evi.lenee  that  will  be.  !ik,.lv  to  eonvinee  him  also 
takes  a  n^reat  .leal  of  spaee.  Thv  testimonv  of  the  ri-ht 
Kin.l  ol  auth..rity  is  valuable  in  appcalin./to  I,i,„. 

The  lanouauv  use.l  in  flir  letter  should  usuallv  be  eor- 
net  an.l  the  toiK..h..„ifie,l.  The  words  uv.l  shoul.l  n..t 
IH'  slanoy  ,„•  eo||,„,„ial.  ;u,d  they  should  be  use.l  in  an 
exaet  sense.  'I'he  seiil<  n.-e  strueture  must  lie  absolutely 
<-"rreet,  and  there  must  be  no  sent.nees  that  are  so  short 
as  in  appear  curt.  Th,.  hnsk.  snappy  stvle.  especially 
I'  't  ''as  the  t.m,'  of  familiarity,  is  less  useful  than  lii 
I'fters  t..  business  men.  I'.M.r  -rammar  is  fatal  and 
I"""-  •■li.t..ric  is  at  least  ..bjeel  i,,nab|e.  Kvm  th.'  caiv- 
l<'ss  -pht  infinitiw  sh.iuld  \>c  shuntie.l. 

Another  .Nnieut   that   makes  the  I,  l|,.r  lo  a   prof.s- 
sHU.al   man  a    .hHieult    pn.position   is   the   lucssitv    fur 


U'< 


"'.I  ^tati..n.  ry  an.l  (irsl-class  postaoe,     ()„|, 


paj 


)er  .)l 


THE  AIM'KAL  TO  DIFFKUKNT  (  I.ASSKS        m  V 

excellent  quality  is  worth  usin-  and  tl.e  tw„-(rnt  stunn, 
cannot  he  av(,i,le(i.  The  letter  must  he  filled  in  ,,rop- 
crly  u.th  name  and  address,  and  a  persoual  signature 
should  he  written  in  pen  and  i,d<  at  ihe  end.  There  is 
no  economy  in  savin--  in  matters  of  this  kind. 

I.'<:  Faihnr  fo  adjust  to  prospect.-  Sm  a  Curthe'- 
'^U'c.ilty  ,s  the  fact  that  few  husiness  men  appreciate 
fl'^;  pn.fessionai  nuu.'s  point  of  view  and  are  ahle  to 
^Hl.pist  to  ,t.  They  are  too  likelv  in  letters  to  over-em- 
piiasi/e  the  price  aro„uient  and  to  ur,der-emphasi/e 
;|;  ku,^  pomts  that  really  n.i^ht  appeal  to  the  reader. 
Ik-  lollowmn.  example  from  a  n„o,|  puhhshino-  l„,„se 
'  hMrates  the  failure  to  n.ake  proper  adaptat  -n  to  the 
itlitude  of  the  eolleo-e  professor  of  Kn<di,«,h. 


l)i: 


A     HOLIDAY    OIIKK 

cuArc  i:i{   ri' 'lo-DATi: 


Alt    >!!!  : 


<  l.^uuvr  s  .„,n,,l„t..   ,,n..tuni  „„,U.      Tl,..  ..u-Iom.I  oi.vuJar  de- 
Miih.'s  tins  hook  in  (it'taii. 

'If-  n-uiar  pri...  of  tl„s  ],ool<  U  .$.5.00.  cnrriaffe  oxt-:.    In.t 
;p-'  -w  an,u,,n.:;  so  tlK.f   ,.,,,, ,,..s  of  Kn^IisI,  n.av  obtain 

•'-    l-mnlon...      fius..  t..nns  n.v  s  1  .<)„ I,  |,v..ry  „f  tlw  hook 

■'-I  -. no  ,,..,•, Month  lor  four  UH-ntl,.,  and  n.  a.l.iition  ...  p,v- 
i'i.\    tiic  ixprcssant . 

yi-  Cfuuun.  I'p  tn-lJaU-  .s  in  it.lf  an  ..x,,,nM,.,  hook  in  the 

-•  -  '.r  pnnhn..  il|.,s,,-ations  an.l  l.in.ii,,.      a  hlu..  .n.l  .oi.I 

f-L    h,.a,,hlulK     u,.on.!,!.    .:,h    .n.h.nlu,^    iih-straMon:  in 

-lor  h,    ,h.    .If,,.,   a,,.,.    V...,„.„    ,.„„,,,,      ,,,,^^   ,.,,,^    ^^_„ 

;";;l«;Hl-...ison„ Chnstnu.  pn.nl.      If  von  .i..siro  it  w.  will 


1       l>H!   to 
States 


till 
ml 


""  ^'     1'  1  rii-    and    sin 


P   anvMh.iT   in    the   rniti-d 


//i 


1% 


492 


BUSINESS  (  ()1{ri:sp()M)i.:n('i.: 


\\i  would  ask  you  ]i,irHcuI..rI y  to  nofe  tl;at  this  offer  Is 
only  open  for  the  Holiday  s.aso,,.  a.ui  trust  wr  may  receive 
your  valued  order  per  the  helow  suhserlptiou  form. 

\  ery  truly  yours. 
Tin:  HAMILTON  COMPANY. 


Subscription  Rook   DejiartMieiit. 


The  Hamilton  Com  paw. 

Sixteenth   Ave.,   N.w  York. 
As  j)er  your  spiecial  oHVr  to  colierri.  professors,  please  send 
me,   express    ,,aid.    the   (.lunircr    r p^fo-Datc    hy    Whitall    and 
Smythe,   fcr  wiu'ch    I   a^rne  to   pay  you  .^1.00  on  delivery  and 
$1.00  for  four  months  until  the  total  price,  $.'',.()(),  is  ])aid. 
Signature Colle<re. .  . 


Address . 


It  nii^^ht  appear  at  first  ohuicc  that  tlii.s  letter  was  in 
acconlance  with  the  priiieiples  whieh  have  just  been 
•stated.  But  as  a  matter  of  I'act,  the  letter  eoiitaiiied  no 
evidence  that  would  eonvinee  tlie  eolleoe  professor  of 
Kn^disii.  Kven  the  enejosure  was  siniply  a  heautifully 
decorated  circuhtr  containinn-  one  or  two  specimen  illus- 
trations and  the  table  of  contents  of  the  hook.  The  pro- 
fessor of  Kjiolish  is  presumably  familiar  with  the  taiilc 
of  contents  of  Chaucer's  work.  WJiat  he  wants  to  know 
about  the  l)ook  is  the  fidelity  (d'  translation  and  llic 
poetic  beauty  (d'  the  verse.  'I'here  was  no  enclosure  to 
.Uive  the  sliohtest  informatiotf  about  this.  Such  evidence 
shoidd  have  Ihcu  .uixcri.  either  in  the  form  <d' a  specilic 
pa^c  or  two  from  the  text,  or  in  llie  form  of  testimony 
from  acktrowledoed  authorities  on  Cbaurcn', 

Professional  men  as  a  rule  midit  be  very  rmich  ini- 


Tin:  APPEAL  TO  DTFFI-HF.XT  CLASSES       493 

pressed  l)y  (he  beautiful  hindin^r  „r  the  book  and  its 
spIeiKhd  color  illustrations.  Hut  the  professor  of  Kn^r. 
lish  is  more  interested  in  the  contents  of  the  book.  The 
.itleinpt  to  sell  hini  the  book  on  the  basis  of  its  bindin<r 
Mid  beauty  would  be  likely  to  antagonize  him. 

Tile  real  dilHeulty  with  ibis  l-jtter,  however,  lies  in  the 
I'.'ict  that  the  main  apjjeal  is  a  price  appeal.  As  a 
t'  ■'••ii'i-  (.f  Knnjish,  he  is  offered  the  opportunity  to  ^ret 
tli(  iH.ok  on  the  installment  plan.  This  does  not'mean  a 
red  reduction  in  price;  it  merely  means  terms  that  are 
supposed  to  be  slightly  „)„re  eonvenient.  It  is  possible 
that  a  reduetion  of  ten  per  cent,  in  the  price  would  have 
ai>pealed  to  him;  the  opportunity  to  pav  in  little  drib- 
lets of  $1 .00  per  month  does  not.  The  su,<r^irestion  is  not 
complimentary. 

ir)7.  Siiccr.s.sful  h/fcrs  fo  profisshnial  ///<•//.— The 
b'llowinn-  example  is  a  <>()od  illustration  of  the  right 
i!i(  thod  of  appealing  to  professional  men: 

PAN-AMERICAN    LINE 

Around  the  World 

Colonel  G.  r.  C.o,.fI,als  say.  tli..  Panama  Canal  will  nover 
I>.'  so  int.nstinir  f,,,-  thr  tourist  as  it  is  to-dav,  whiK.  fl...  bed  of 
tlir  wat.rway.  now  practically  ronipU  t.,],  lies  exposed  and  tlio 
vast  niaehlnery  employ..!  is  still  in  op.'ratioM.  'I'he  /illi„;:r  „,, 
"f  liio  «nat  fhannels  will  hide  for  .jrenerations,  no  doul)t,  the 
most  interesting  features  of  the  en^Hneerin-  work.  To  appre- 
'  ■  .t,.  the  greatest  engineering-  enterprise  of  lustory,  the  canal 
must  be  .seen  now. 

The  enormous  inter,  .t   of  AuHri.-ans  in  the  ^rreat   waterway 
tlint  will  cut  North  an.l  South   .Xinmca  asun.hr  is  manifested 
kv  the  great  denian.l  for  [.as.a-e  to  I  !,.■  Isthmus.     ^  .,m  cann..t 
o  miss  .seeing  tiie  Canal  and  we  tlieref 
attention  the  s])ecial  crui.ses  of  the  1 


aiior 


d  I 


ore  wisli 


o  vour 


10  l)i'in<r 


u.\unous  eriMsir 


S 


¥l 


i 


i!)i 


BUSINESS    CORKi:sp()NI)i:\CE 


slups.  "MOI.TKi;"  and  -VICTORIA  LFISK,"  .ailln-.  March 
yOth    an.l    A,mH    mi.    n.sp.ctiv.Iv.    to    Havana,    Kinsston   and 
lu.  .  anan,a  Canal       Ka.h  trip  la>ts  Ui  duv.s.     Tlu.  rates  ranr^e 
Iroin  .sl.-)()  a  prison  up.  " 

We  enclose  a   foldrr  about   tlies. 


-''     np^   ■nid   also  our  Cruises 
Around  the  World  and  to  other  parts  „f  the  World,  an.l  sh  dl 
he  please.l  to  fun.i.sli  vou  witli  further  information  about  a 
of  theni. 


any 


You  IS  \(  rv  trulv, 

••AN  AMKIUCAN    LINE, 

doiix  I".  Smith, 
Resident  Director  and  (icural  .Manarrpr. 


In  addition  t„  tlie  o-c„oral  adjustment  to  tlie  profes- 
sional class,  there  should  he  a  speeial  adjustment  to  the 
partieuhir  professional  class  t..  u  hich  the  rea.ler  helonos 
This  <Ioes  not  mean  that  le-al  terms  must  he  used'ln 
writino-  to  a  lawyer  or  that  medical  terms  nnist  he  used 
in  writino'  to  a  <loctor.  It  <loes  mean  that  there  should 
he  some  nnderstandin-  of  his  ideas  and  point  of  vicu". 
It  does  mean  that  there  must  i)e  some  attempt  to  help 
him  solve  his  particular  i)rohlems. 

The  example  '/mu  hvhnv  was  written  bv  an  adver- 
tising man  who  had  orioinally  studied  for  the  law.  It 
drew  from  lawyers  three  per  cent,  returns  at  a  ir,„,d 
proht.  This  result  was  <lue  lar^elv  to  the  excellent  wav 
HI  which  the  lawyer-s  point  of  view  was  taken  and  to  the 
clever  use  of  the  price  ar<«ument: 


WHAT    AM    I    BID? 

My  De.m!  Spi : 

A  iu.  I<v  -deal"  has   iust  put  n,e  u.  a  position  to  make  you  a       \ 
most   urusnal  ofiVr.  I 

I   ..ffer  you    som.thinir   vnu  have  needed    for   a   long  time- 


TiiK  aim'i:al  to  different  classi- 


,s 


4!); 


iifisohtti'li)  (it  jinur  oxen 

.Iii>t  wad  this  letter  tlirou-li  c-anfulK-  tlicn  t 


cm 


th   t( 


//Oil. 


price.      I    iiicati   exactly    what   I   say. 

me  icltat  it'x 


I'A-erv    I 


nv\  e 


speakti 


{)()iit! 


^nnu    the    life    and    spe.ches    „f    Al)rahani    I 


Clan,    aiui    |)ui)hr    man    should 


American  e\ei- 
IHoplc.     No  A 


.incoln 


-poke  so  strain-lit   f,,  H,,.  ]^^.:^y^^  „f  f|j,,  ^ 


niericaii  piihh'c  utterai 


<o    other 
nierican 


U'e>  are 


so    U( 


11   k 


)ved,  so  (juoted. 


nown,  so 


Notl 


nil"'  Wl 


11 


l)nn'i- 


llll'V 


■  in  audience 


political  nieetiiiir  or  ;uiv  A 


so  close  to  t 


inc  ri- 


le speaker 


notliiii<r  «il 


"  (line  hot 


'li  Ironi  Eincohi 


"<•  your  point.  a>  just  the  n\-ht  epigr 


-tir  tl 


R'lll, 


Mil  or  (juota- 


\ 


>u  need  Eincoh 


i-i^dit  on  your  desk.     \ot  what 


lut( 


sc  .said  ;il)out  him.  l)ut  what  he  said  1 


■t'crs.    anecdot 


<S     iilKi 


vour  same 


people  with   vour 


nid 


paj)er; 
ame 


somebody 
If;  his  .spLoolies,  dc- 
IIc   once  stood   before 


umse 


)rol)l 


ems. 


cent.'' 


1)1(1 


It  nic 


sua 


ine 


these  pi-oblems 
'l'hrou_i,di   an   unusual   cl 


■c.v.v  to  lion  to  know  !iow  Eincol 


ms  dollars 
fully 


II  success 


inous  Centenarv   I'ldit 


lance    I   now   have  a    few  sets   of   th 


lun  o 


f  t 


iiicoln.  edited   hv   .M 


ic  complete  works  of  Al)ral 


ii-ion  Mills  .Mil! 


niversity.      'i1ns   beautiful  set 


■■■.   Eitt.I).,  of  V 


I  am 
■inceton 


coin  Centen 


uv  A 


was   broui,dit  out    bv   the   I 


Association  to   coi 


m- 


versary  of  Lincoln's  birth.     It  is  a  linu'ted 


nmemor.ite   the    lOOtl 


1   aiuu- 


nuie  exfjuisite,  libr 


"•pecial    rich   art    I 


c'ditio 
:iry->i/e  volumes  (  5  \  8  \  1  I 


HicKram  and    printed    fi 


\ti 


ill 


a  (juality   book  ])aper  with    -nit  t 


n,  complete  in 
in.)   bound   in 
om   sj)ecial    jilates  on 


"III  casi 


Iv  1 


le  one  o 


f  th 


oj)s  and  uncut  cd 


ilea. 


It 


M 


y  nnusual  off 


ffinis  of  your  library. 


er 


'I'h 


IS     SI 


pecial  edition  sold  for  $2.50  per 


volume,  Twenty-two  Dollars  and  Fifty  Cents  the  Set-- 


Xi'or 


th 


a  Uw  set 


everif  cent  of  if  hi  honest  booh-  7-alue.     Rut  I  1 


and 


IS 


Mnh 


s  and  I  am  "mw'  to  sell   tl 


lave  only 


les 


t'  to  the  hifjhest  bidd 


'.V  jioiir  (,un  j,ric. 


ers. 


.vou  will  pay  for  a  set   and 
I'-t  a  set  will  ir..  forward  at 


ite  nu'  on  the  enclosed  card  h 


ow  muc 


m.ail  me  vour  bid.      As  1 


onjf  as  t. 


lev 


.f  tl. 


tl 


oniemi,er  tvery  set  is  ab-olut 


ighest   bidder; 


R  number  of  sets  is  limited.     So  d 


'  ly  new,  strictly  De  Euxi 


.•irul 


on't  L'ive  this  <:reat 


oppor- 


M») 


iJrSINKSS    rORUKSrONDENCE 


•  if 


■I 


iui 


lunitv  a  chancp   to  slip  jour  iiiiiul ;  write  down  your  bid  now 
and  mail  it    it  once.  Verv  truly, 

J.    M.    Vol- NO, 

Manager. 

lo8.  .1  ppcdls  lo  xcJiii'h  tcorncn  rcs-jxiiuJ. — Woiikti  ;ire 
supposed  to  liavc  more  tiiiic  tlmn  riicii  to  read  letters. 
'I'iiis  may  not  he  tr.ie  of  women  in  the  eity.  whether  of 
tlie  woi'kinn-  class  or  not.  I)nt  it  appears  to  he  true  of 
women  wlio  are  or(hiiariIy  reaehed  i)y  letters.  'I'ests 
have  shown  that,  other  thin-^s  hein<r  eipial,  the  lon^vr  of 
two  letters  is  the  hetter. 

In  securin^r  a  resjK.nse  from  a  womat-  Mie  stimulation 
of  desire  is  mon'  important  than  eonvielion.  The  talk- 
ing points  that  arouse  her  desire  are  more  like  those  that 
ap])eal  to  professional  men  than  like  those  that  appeal 
to  husiniss  men.  Ftility  is.  of  eourse,  important,  hut 
more  important  fre(iuently  is  the  (juality  of  novelty,  of 
heauty,  or  of  exelusiveness.  Style  and  fit  and  appear- 
ance are  absolutely  essential. 

The  tone  of  the  letter  umst  he  extremely  eourteous. 
It  should  he  eomplimentary  always,  and  may  he  Hatter- 
in.t,^  sometimes.  She  appreeiates  personal  attention. 
The  personal  element  in  a  letter  to  a  woman  is  of  more 
value  than  almost  any  an)ou;  t  of  loi^ieal  ary-ument.  If 
the  writer  can  make  her  feel  that  he  is  Liivin<r  her  ])er- 
sonal  and  individual  attention  and  Mill  continue  to  do 
so,  she  is  likely  to  take  <>Teater  interest  in  the  projjosi- 
tion.  For  that  reason  many  concerns  use  fac-simile  pen- 
written  letters  and,  if  the  proposition  is  valuahle,  indi- 
vidually pen-written  letters.  The  tationery  used  is 
sometimes  very  nmeh  like  social  stationery  and  should 
almost  invariahly  he  of  exeellent  (juality. 

These  devices  help,  hot  flir  most  imuort/ijit  fhj-vr  is 
the  lano-uaoe  itself.     This  should  he  correct   and  even 


nn 


Tin;  Ai'i'EAL  TO  1)11  ri;i{i:.\T  ci^assi 


S        M)T 


precise.  C()llo(|m"alisnis  and  sialics  sIiouM  Ik-  avoided 
j  L(.nn-  words  with  .soiiietliin-  of  a  literary  llavor  and  cs- 
-  penally  words  that  conic  Iron,  the  I'rench  seem  to  have 
tlK'  ri-ht  atmosphere.  Dis/inf/ac,  chic,  fin  d.  sih'lc,  and 
tile  hke  are  at  times  helpful.  They  should  he  used,  of 
'•nurse,  only  in  deah.iM-  with  women  of  s<,me  (let,n-cc'  of 
K'i'Kinent  and  education.  Kven  with  womcn'in  the 
'"iHiir.N-.  however,  words  like  -.stunning"  and  "lascinat- 
i!iU     are  e/Ieetive. 

in  ii  Utter  t(.  a  man  a  sentence  should  not  he  over- 
loaded with  adjectives  and  adverhs:  there  is  not  likely 
I-  '''■  .'"1  overahundance  of  them  in  letters  to  W(,men. 
1  nllness  and  richness  of  diction  appeal  to  her.  So  do 
repetitions.  It  is  a  well-known  i)sveholonieal  fact  that 
^vnmen  have  a  hiuln-r  de-ree  of  suo-o-estihilitv  than  men 
liny  are  therefore  influenced  more  hy  the"  reiteration 
of  an  idea. 

Tt  IS  particularly  important  to  secure  contiden'-e  in 
<K'alm-  with  women.  They  do  not  wish  to  huv  a  thin- 
until  thev  are 


assured  that  oti 


and  have  heen  ])leased  with  it.     The  t 
inent  women  is  therefore  heli)ful. 


ler  peo])le  have  hou^dit  it 
estimony  of  prom- 


oodar  chest 


s  very  effectivelv  introd 


manufacturer  of 


it^timonia 


I  1 


roin 


Ml 


iiccs  in  his  lett 


Iters  from  other  prominent  w 


rs.   (Trover  Cleveland.      F 


ers  a 


ac-simile 


fi< 


liy  all  (Khls  the  hest  method  of 
lenee  is  the  ironclad  guarant 

iiade  to   feel   that   if  si 

vliatsoever,  she  wil 


omen  are  also  enclosed. 


securing  ahsolute  con- 
ee.     A  woman  must  he 


or  any  cause 


le  is  dissatisfied   f 


SI 


icli  guarantees  as  this  that  t! 


receive  her  money  hack.     It  is  uj)on 


(Haling  with  women  have  I 
IV.t.  Successful    Idlers    I 


le  great  mail  o»-der  I 


louses 


)een  hui 


It 


and 


maintained. 


()    iconicii.- 


Th 


lollowinir 


111    ( 


Ifect 

JV-3« 


'H)ui  anout  tlie  same  proposition,  will  illustrate 
"ive  methods  of  appealing  to  women: 


!)H 


BrsrxEss  ( okkkspondknci: 


A 

('riii>  s|)(.,l;,l  I,, I  will  soon  In- "xli.iii.tcl— Hotter 
iii.iii  ii>   VOID-  ;i|)|ilic;itioii   to-dav.) 

now    vor    ^^.\^     sKcrui:    a    (;\i\s- 
ii()K()r(.n    I'KTi  i{i;   FRKi:  of  (iiAiuii:. 

'l"|]i>  offer  will  ,|()l  III-  rcpcatfd. 
Criii'  salutation  is  ■•|iialci:c,|  in"  ]urv.) 
Would  you  arcpf  as  a  |,n  sent  a  Inautlf.d.  la.ir,.  ,  .,^r,-av- 
ing  of  (raliisboroiiirh's  ^r.-.at  portrait  of  I,a.lv  I  lamilio.K'— a 
portrait  of  the  most  dianniu^r  ^-ourt  I.eautv  of  the  Ki-hteentli 
Century,  who  set  all  i;n<rland  gossipiui.  and  was  the  power  1,,- 
hind  more  than  one  throne. 

This  remarkable  niasterwork  is  offered  in  oonn.rtion  with  ,n 
introductory  set  of  Hoo-arth's  -rreat  series  of  five  pic.fure- 
sat.res,  -Marria.ire  A  la  Mode."  Ilon-arth's  pirtures  offer  the 
keenest  criticism  w,.  have  of  Kiirhteenth  (Vnturv  Knglish  life-^ 
and  indirectly  of  all  human  natur.'.  His  ^rreat  series,  ".Afar- 
riage  a  la  .Mode."  was  completed  in  1745.  ".Marriage  a  k 
IShnlv"  alone  shows  that  Hoi^rarth's  nra.p  of  satire  was  greater 
than  that  of  any  other  contemporary  at  home  or  ahroad.  I'.a.h 
of  the  five  pictures  measures  10  x  1.-,  inches,  is  richly  printe.l  in 
colors  on  heavy  paper,  and  faithfully  rej.roduces  the  originals 
now  in  the  Nati(.nal  (Jallery,  London. 

To  secure  the  In.autiful  (Jainshorough  engraving,  free, 
merely  fill  out  and  return,  to-day,  the  postcard  enchased?  Aft<r 
you  have  received  the  ]>icttires  and  are  thoroughlv  pleased  with 
them,  all  you  need  d„  is  merelv  to  forwar.l  us  ^S  for  the  five 
Ilogarth-s.  plus  K)...,  the  hare  c^ost  of  expressage,  and  the 
Gawshorough  ,s  yours  ^without  paying  anything  whatsoever 
for  the  engraving,  .itlier  now  or  in  tlu'  future.  J{,.menil)er. 
you  pay  nothing  for  the  (Jainshorougli-^you  recive  it  entirelv 
Iree  aiul  in  addition  to  the  five  Hogarths. 

'I'liis  is  a  rem.arkahle  time-limitrd  offer,  which  we  extend  to 
.^ou  ,n  order  to  populari/e  the  new  .-olor-nproduction  process 
■■■■■"■""     '"^  ""'('"ii.*- J'ooiion,   so   i)eautifiiiiv   repre- 
sented in  the  Hogarth  series.     As  this  is  a  sj^ecial  offer,  it  wiU 


Tin;  APi'KAi.  TO  i)iKn;j{r.\  r  classes      4j)1) 

>..0M  Ik.  uitlulrau  .  W.  tln.vfnr..  urir,„tlv  Mi^.^r.^t  tl,,t  ,,„, 
(ill  o,it,  and  rch.n,  i„n,M  ,li.,|,  I  v  tl...  ,H,>t.Mnl  ,„,.|„m,|,  l,.f,„-c. 
nuv  i.rc,s..„t  liMiih.l  suppk  ..f  imtuns  is  ..ntin  Iv  ..Nl,,.u,.t,  ,1 

Thrn.for..,   (ill  nnt    ll,,.   ,H„f....,n|   I,,,-,  with   ,nul   ..onv   I.n.no- 
.liiMv  III.'  beaut. fill  (;ai,i.l,„r(Miu|,,  .■,l,.„l,itrl_v   fiw. 

\'()iiis  \i  IV  tnilv. 
AfF/rKOI'OI.n  AN   AIM-  (OMrwy, 
(Han.!  writ  I, „  sionat.nv  to  he  i„s,rt,.,l  I,,.,-,    i,,  i„k)' 

Sales    I)e|iai-Ililellt. 

('I'liis  special  lot  will  soon  be 
exhausted — better  mail  us 

your  application  to-d.iv.) 

now  vor  MAY  si:( rin:  a  ciArNsnoHouGH  picture 

FKKE  OF  CHAHC;!;. 

(Th..  salutation  is  to  be  "niatelud  in"'  h.iv) 

A   beautiful,  larire  en-raviuir  <.f  (Jainsboron-rl,-.  portrait  of 

■  a.l.v  IlaMulton-froel-and  think,  too,  of  not  havin.^  to  -av 
for  the  ]).eture  eitlier  now  or  after  you  receive  it  '    ~ 

A  UH^t  remarkable  accident  has  placed  us  in  possession  of 
•';<)()()  of  these  en-ravino-s  at  an  unprece<lent.dlv  low  cost  Or- 
•I'nanly.  we  could  not  possiI,lv  think  of  .ivin..  vou  these  sets 
n.  H.e  form  of  a  free  offVr-.Vn  unexpected  -winc'lfall."  thoun-h 
i'Hs  enabled  us  to  make  just  such  a  remarkable  sac-rifice  (h,r 
present  offer  is  due  to  this  windfall,  con.bincd  with   the  addi- 

lonal  fact  that  we  have  contrac'ted  with  the  I'hoto-Chrome 
<<'mp.'u.y.  London,  to  distribute,  as  ..xan.pK  .  of  tluir  new  re- 
P.-o<luct>on  process,  5.()(),)  sets  of  Hogarth's  ^n^at  picture- 
>d,re.  "Marria-e  A  la  yUnUr  \u  five  nuu,b..rs. 

Tin.  enoravin;.   of  (Jainsborou-h's    >^rvni    portrait    of   Ladv 
ilHMulton  measures   iust  o  ,  r,  fee.       \V|,„„  f,,,„„,,,  ^,„,i  ,,„,^,^  :^ 


J)arlor.  it  «il|  add  many  dollars  in  d. 


I''.      I.;idy    Ilann'ltf 


irativ 


e  yalue  t 


I)  ■    ^•l\y^ 


"Ultiful   of  all   tl 


Itrtainl;,  the  Hamiltc 
in  portraituri',  and,  ii 


n   IS   .renerally  adnutted   to   be   tl 


•  f  l> 


le  to  your 


le   most 


*  <     •>  V      til 


n  i)icture  is  (^linsl 

1   concejition  and   cxecut 


^  f^ieai  master. 
)orou^rh's  masterwork 


ion,    ranks   with 


500 


RrSINESS    i'onHESPOXDFA'CE 


r 


%. 


i  ' 


\it\ 


.  i.  . 


till'  ^rcatot  of  Hiiiihrandt  and  Titian.  l'()ssil)ly  you  liavc 
never  seen  a  iiiDre  Inaiitii'ul  jJortraiNpictnrc,  and  I  do^bt 
wlu  tlur  anv  work  lias  heen  more  consuiiiinately  cxeeaited. 

Tlie  heautitul.  lar^e  (laiiisliorouiih  niastt  r|)iecc  is  f;iven  free, 
in  or(l<  I-  to  introduce  Hu'  new  method  of  I'lioto-Cliron'.i-  repro- 
duclion,  as  dtnioiisi  rated  in  Ilo^farth's  live  pietiire-sat  ii  ,'s. 
I  Io:,arth"s  |Mciures  oil"er  the  keenest  criticism  we  lia\e  of  laH-ht - 
eeiitli  Ceiiliiiv  l'.ni;lisli  I.ifi  —  and  indlr«ctiy  of  all  human  na- 
ture. Ilis  irreat  seii( >,  '"Marriage  a  la  Mode,"  was  completed 
in  IT^r).  It  tells  with  droll  irony  and  unt1in(  liiuf^  fr.uikiiess 
the  storv  of  Hie  bartered  bride  and  what  became  of  her.  'riie 
candor  of  the  d(  tails  as  cleverly  unfolded  in  the  five  pictures 
su^^ests  the  satirical  l''rench  rather  than  the  l'".n^lis]i  temper. 
'"Marri.a^e  a  la  Mode"  alone  shows  that  no<;artirs  i^rasp  of 
satire  is  ^M'eater  than  that  of  any  otlier  contemporary  cither 
at  liome  or  .abroad.  I'.ach  of  the  Hve  pictures  measures  10  \  1.' 
inches,  is  richlv  jirinted  In  colors  on  heavy  p.iper,  and  f.iitli- 
fullv  rc]»roduccs  the  original  now  in  the  National  GulKry. 
London. 

OrU  ()FM-R:  Mtrdy  send  us  the  convenient  postcard  rt»- 
(juest  enclosed,  and  we  will  then  immediately  forward  you,  .dl 
charifcs  prepaid,  tlh'  beautiful  (i,ainsboroui;li  euifraving.  .\fter 
vou  h.ive  thoronixhlv  ( Aamuud  the  )iicture  in  your  home,  ,iiiil 
like  it.  \<iu  ma\-  the?i  merely  forward  us  only  t  h<  ordinary  >'\ 
for  Hogarth's  (i\e  pietun  s.  .and  |(>c.,  the  bare  cost  of  e\pr(ss- 
age.  The  complete  picture  series,  "Marri.li^e  a  la  .Mode,"  is 
then  yours,  without    my  furtlu  r  e\])ens(    wh  itsoe  ver. 

Should  vou  not  keep  ih(    pictures,  \()u  may  then  riluni  tin' 
at  our  (  \|iense,  and  \ou  «ill  o«e  us  nothini,^.     W'e  mail  you  liii> 
very   special   oH'er   of   Hie    l!r)nirths.    to^^cther    with    the  (iaiii- 
borougb.   free,  i)ec.iuse  \iiur   reijuesi    will   add  one  nnu'e  tow  mi 

the   .5,000    sets    \\\\\r\\    \\v    h.ive    undertaken    to   disl|l!)ute    for    111' 

i'l.oto  (  bronie  (  ompany. 

in.isMuicli  as  tliti-e  will  lie  only  ."i.OOO  sets  dist  rlbu*  i<l  in  i!h- 
special  oU'er,  we  thenf'U-e  uri^ently  sug;,nst  that  you  till  '"it 
and    iitui'i   iminidiat' !y    tlie    pcisteard    eni  Insed       ■^()I).\^. 

'I'Im  lefore,   r(tuin  at   one    this  card   and   umiiediately  .sieiire 


Tin-    APPKAF.  TO  DIFFEllEXT  CLASSES 


.-,01 


v.nir    iV.r   (iaiiisborougl.,   hcfnrc    some   one  olso   speaks    for   it 
ahead  of  jou.  V.r.v  truly  vo.irs, 

METKOPOMTAN  ART  COMPANY. 
(Handwritten  .signature  to  he  ins.-rte.l  here  in  ink) 

Sails   Departimiit. 

It  is  interesting-  to  e(:.Mii)are  these  two  letters.     The 
second  of  the  two,  uhieh  is  nnieli  the  h>n^rcT,  drew  prae- 
tieally  twiee  as  many  orders  as  the  first  from  siir-hir  lists 
'•'  prosj.eets  used  as  a  test.    It  has  a  nmeh  more  detailed 
(lesenption  „f  the  i)ietnres,  and  nuv  whieh  picjues  the 
<'"nos,ty.     It  oently  flatters  the  reader  hv  assuming'  that 
she  has  an  mtimate  knouledoe  „f  sueh  o-rc-at  painters  as 
l-'"J'nu..lt  an.l  Titian.    It  plaees  more  em,,hasis  on  the 
'  ir(  iimstanees  whieh  made  the  offer  possihlr.  a, id  «ives 
I"  »'ore  speeiHe  detail  the  directions  for  orderinnr    It 
lays  more  stress  upon  the  limited  mimher  of  sets  n\'  pic- 
ti.ivs  to  he  distrihntcd  and   upon   the   limite.l   time  in 
"liK'h  the  reader  can  take  advantage  ,,f  |I,e  „ffVr. 

Holh  letters,  of  course,  reach  her  confidence  hv  allow- 
I'li^'  her  to  examine  the  pictures  hefore  pavin-  f(".r  them. 
15';tli  of  them  offer  a  premium  in  order  to'make  the  har- 
i^iiM  idea  |)rominenf. 

Much  miuht  he  said  ah„ut  letters  appealinn-  to  others 
"!  II"'  numerous  elass.vs  uito  which  l.uvers  as  a  whole 
"Kiy  he  .hvide.l.  These  i. , stances,  however.  shoiiM  he 
'■"""■^''  ''•  'll-'sl-afe  the  nnpMrlant  piu.eipl,.  that  in 
i\«iy  case  adaptation  should  I..  ,,,a<|,.  t..  the  p.nnf'of 
view,  character  and  lan-uauv  of  the  p.rsoiis  .iddrcsscd. 
'"  writing  |„  m.u.  ahoul  arfid.s  that  are  exelusively 
'"•  tlxir  nsc,  it  has  heeu  found  u  is(  i,,  us,-  a  -reat  deal 
•''■••"""M'-i.''l  .'ind  ev.n  slan-v  lanmiaov.  'I'lnCis  partic- 
"'•"•ly  true  ui  sell,,,,-  siuh  articles  as  tnhacc(»  and  cio-ar- 


lit 


cs. 


Th 


e  s;iles-|<  Iter  must   al\'.a\s   I 


<'<'rdance  with   that    noldi 


•<     written   III  ac- 


'■'■■tler, 


n    rule  of  .'idaptation   to  ll 


le 


JRlptiii 


CIIAPTKI?  XIV 

FOIJ.OW  ri'    LETTERS 

ino.  Gcucvdl  j)iir/)().s('  (iiul  /^/a//.~  In  tlic  two  j)recc{l- 
in^r  cliapttrs  wc  lia\ f  Ik'vu  cfMisidcrino-  cliicHy  the  sales- 
ItttcT  that  is  iiitciHlcd  to  ])v  ihv  sole  means  of  m'ttijio-  the 
ordtr.  This  is  tnu'  only  in  a  hiiiitid  imiuiIrt  of  cases. 
It  is  extrtiruly  (htliciilt  in  a  sinok.  IdttT  to  attrac-t  at- 
tention, ai-ouse  desire.  eoii\  inee.  and  stiniidate  action. 
The  altcinpt  is  made  oidy  when  tlie  special  character  of 
the  proposition  or  the  h'mited  amount  of  ])ro{it  juakes 
a  moi'e  extensive  cani|)ai,n-n  impossible.  I'snalK-  a  scries 
of  letters,  called  a  foilou-up  series,  is  used. 

The  functions  of  the  whole  set  of  follow-uj)  letters 
are  the  same  as  those  of  the  indi\  ithial  sales-letters,  hut 
orly  a  part  of  the  \\()rk  may  he  performed  hv  each  imii- 
vidual  letter  of  the  series.  Tlie  numher  of  tollow-iii) 
letters  sent  de|)ends  upon  manv  factors,  the  most  iiii- 
j)ortant  of  which  are  the  pcrec  otai^'e  of  profit  and  <lie 
amount  of  educational  work  that  must  he  done  hefore 
th"  reader  is  |)rei)ared  to  huy.  The  planning'  of  the 
campainji  wdj  he  discussed  in  a  later  cliMptcr.  Here  it 
is  our  purpose  to  study  the  construction  of  the  indi- 
\  idual    fiillow  -u|)   h  Iter. 

It  is  possililc  to  s(  :  down  only  the  most  general  |)iin- 
ci|)les  lor  this  cotisl  niclioit  It  \ari(s  with  the  purj)os( 
and  natiii-e  of  tlie  scries,  .-nid  the  jxisitidu  the  indi\  idu.il 
l(  tt(  r  has  in  IIh  s(  ries.  W'r  shall  conjiue  ourselves  for 
fill    present  to  fo||o\v-u|i  systeiirs  that  constitute  a  ddi- 

llltc      ('.'I  II  I  t  l.'i  I  I  11  I        u    llli      'I      <i\.>/l       tiiiKilw.i,  I'     l..tt......        .....I      ii 

-  -    "       ; - :  :\- !.  1V2  .-:,    iii:\i    ■-• 

direct  selliui;'  puiposi'. 


FOLLOW-ri'    LETTERS 


50;} 


im.  Division  of  inaicrial. —  I 


II  such  a  campai<rn,  the 


first  necessity  is  a  Inoical  division  of  the  material.    Th 
uiiolc  series  slionld  })e  treated  as  a  unit.     Each  letter 
Id  (it  in  with  the  others,  and  he  regarded  onlv  as  a 


slioil 


o  sav 


link  in  t!ie  chain.     It  is  a  common  nn"stake  to  try  t 
.\(rythinn-  oo„(l  ahout  a  proposition  in  the  first  letter. 
it  tlie  majority  ol'  |)()ssihlc  orders  can  he  ohtained  with 

Ihi- 


first  letter,  the  plan  is  all  rioht.     \\\  o,,  the  otl 


ler 


\eiaye  man  will 


liand,  the  j)roposih"on  is  one  wh'ch  the  a 
lint  accept  without  len-thy  consideration,  the  plan  is 
u.istel'ul,  and  may  make  the  work  of  the  follow-uj)  let- 
ters more  diflicult.     It  is  often  advisahle  deliheratelv  to 


^V( 


aken  the  first  letter  in  order  that 


succeedino-  letters 


fiKiy  have  a  better  opportunity  of  ])resentino-  new  and 
linceful  talkinu-  points. 


The  next  necessitv  is  concentrat 


ion.     As  each  letter 


as  its  own  particular  i>nrt  of  the  work  to  do,  it  should 


l;i\  e 


practically   its   entire   space  to  d()in<;'   that 


work. 
'•"Ill  hcn-inninn-  t.,  end  every  idea,  everv  word,  should 
I    'iiosen   with  a   \ 


ai'coiiin 


() 


ne 


lew  to  its  ahijily   to  helj)  the  letter 

l)lisli  its  purpose.    There  should  he  ahsolute  unity. 

series,  for  example,  mav  he  devoted 


■tt 


cr  o 


r  tiu 


V  nian- 
mnlifv 


t"  ,:^ivin,y- a  description  that  will  arouse  d(  sire, 
iiiacturer  of  cash  renistcrs  may  show  how  they  si 
ilu  work  of  kee|)innaecounts  and  reduce  the  risk  of  1 
A  pulilishinL.'  house  may  paint  in  vivid  colors  the  jov  to 


OSS. 


'!(  rived  from  readin<>-  the  hooks  11 


ie\-  se 


Tl 


icre  is 


iml  () 


fiiii  more  than  one  descriptive  letter  in  tl 


le  series, 
lure  hincivs,  it  is  a  case 


II  (icsire  ;doii(    is  siillieient  to  ind 

'"'■  a  short   campaign      what    niiulit    he  called 

I'liKe     eampai^^ti. 


ail 


itii- 


Tl; 


Miiiiplion  that,   whereas  di 


ina/|ority  of  |,.Ilow-up  letters  are  '  ^uallv  for  the 

.       .     i"  ■       I   •  nil  .  ■ 

■    '■■'    ■'■=■;<  i<'ii..fi.       i  ill  \    are    iiased    upon    tile   as- 

siie  iii;i\    he  arous((l  instan- 


f   ■' 


n 


504 


BUSIN  KSS    CORRESPONDFATE 


W- 


il" 


J 


taneously.  conviction  comes  only  with  repetition,  and 
tlie  operation  of  the  time  element.  ^Irvst  folh)w-np  let- 
ters are  to  some  degree  educative.  They  appeal  to  the 
reason.  They  ^rive  logical  arguments  and  hack  these 
uj)  hy  evidence. 

Evidence  may  he  the  sole  material  found  in  a  follow- 
up  letter.  One  letter  may  merely  give  a  hody  of  evi- 
dence in  the  form  of  facts  and  figures.  It  may  point 
out  that  the  Jones  Typewriters  were  used  hy  the  win- 
ners in  the  last  three  national  speed  contests,  that  ma- 
chuies  huilt  ten  years  ago  are  still  in  constant  use  witli- 
out  having  heen  rehuilt.  that  the  sales  have  increased  liO 
per  cent,  in  the  ])ast  year,  that  this  machiiu  ■  used  hy 
more  puhlic  stenographers  than  any  other  make,  and  so 
on.  Records  and  comi)arative  statistics  form  the  basis 
of  many  follow-up  campaigns,  especially  those  con- 
ducted hy  the  advertising  departments  of  magazines. 

Evidence  m  the  form  of  testimony  may  he  given  hy 
another  letter.  In  some  cases  of  a  series  df  letters,  each 
gives  a  hit  of  testimony  from  some  user  of  the  article. 
In  other  cases  a  single  letter  gives  the  testimony  of  sev- 
eral different  |)ersons.  Testimony  in  the  origiiial  sales- 
letter  is  not  often  useful  heeause  of  the  imjjossihility  of 
giving  it  fully  enough  to  seeure  convii-lion.  Sevenil 
j)ieces  (,f  tcsiiniony,  however.  gi\en  one  after  another, 
sometimes  pro(hK-e  a  strong  iinpi-ession. 

Other  follou-iip  Utters  in  the  series  nia\-  ;inswer  o!)- 
,i<«'tions  lliat  have  not  heen  spoken  hut  |)n.hah!y  h;t\e 
heen  felt  hy  the  reader.  I'nr  instance,  a  printer  in  a 
distant  eily  may  use  ,,n,.  follow-up  letter  to  show  tliat 
the  fact  of  the  dist.anee  will  not  prexent  him  from  giv- 
mggoo.l  service.  He  su|)ports  I  .  argument  hy  giving; 
e\ideFice  of  (he  ninnh:  ■•  !:!'  ■•.!•!•=•.!•.-  !.. 
places. 


tivJ        Jll        lil.llttllb 


FOTXOW-T  P    Ll.TTERS 


rt 


Is  nearly  always  possible  to  u 


se  one  letter  simply 


tn  answer  the  ohjeetion  of  expense.  Such  a  letter  would 
naturally  eonie  at  or  near  the  end  of  the  series.  It  takes 
It  Cor  oranted  that  a  desire  for  the  article  has  been 
nvate.1:  if  this  has  not  been  done,  it  i)robablv  cannot 
k  done.  It  ihen  tries  to  show  that  the  expe.uliture  of 
til'-  money  is  not  to  be  regarded  as  expense  but  invest- 
nunt:  tJie  article  is  indispensable,  and  it  is  cheaper  to 
lu.ve  It  than  to  do  without  it.  This  aroument  is  fre- 
niientiy  advanced  to  sell  office  appliances  an.l  such 
propositions  as  ins  u-ance. 

The  sliohtjy  difJVrcnt  handlin^r  of  this  question  of 
e-peiise  is  fre(iuently  found  iji  one  of  the  letters  of  a 
f'llovv-up  series  to  dealers.  Here  the  writer  niav  at- 
t'lnpt  to  show  that,  althou^rh  the  indivi.lual  profit  in 
li'ndhrin-  an  article  may  not  be  ^reat,  the  larne  sales  will 
nore  than  comj)ensate.  He  also  shows  that  these  lar^e 
sles  are  bemo-  produc-ed  by  the  co-operation  he  is  niving 
I'  the  d.alcr  in  the  form  of  advertisin<r  and  the  like. 
Ihe  matter  of  expeusi'  is  peijuips  the  .yreatest  difficulty 
"  the  way  of  securii.u.  sales;  conseriuentlv  it  is  made 
tie   subject   of  o„e    follow-up   letter   in   almost   every 


stries. 


It  would  be  impossible,  even  if  it  w.  re  worth  while  to 
'  "'II.  rate  all  the  anoles  of  attack  that  mav  be  used'  in 
-f"""'V-u,,  campainii.  They  are  as  varioiis  as  are  the 
'ifl'  iviil  propositi,,us.  The  important  tl,i„„.  j^  t,,  an- 
i'v-ze  111.  proposition.  (,,  pjek  out  all  the  n,,?,)  talkin.r- 
i'".ts.  In  distribute  them  in  the  diMVrcnt  letters,  and  To 
li\e  each  letter  eoneentrate  on  a  siiiole  one. 

I •■••-'.   Litihn,,/  np  the  HCricH.      There  is  some  ditf.  renee 
"oi'iMion  as  t(,  the  d<sirabilily  of  making-  reference  !o 

^■ood  writers  jjrefer  not  to  nuii- 


l'\  Mills  letters.     Nctme 
t"i    the   fact   that   a   h 


If 


cner 


has    pnvioiislv    been   sent. 


506 


Bl'SINESS    CORRESPONDIACE 


1 4  ' 


(*■ 


'™ 

b 

'«toi  ^^KfMig.13fi 

%  -if 

'liNi 

w 

W 

W§UmL 

They  construct  each  letter  ns  if  tlie  proposition  were 
absolutely  new  to  the  reader. 

The  wei<4'ht  of  oijinion,  however,  is  on  the  other  side. 
Some  wi'iters  even  number  the  letters  in  the  series  so  as 
to  identify  them,  and  to  make  the  reader  look  forward 
to  the  next  one.  This  method  is  somewhat  extreme,  and 
would  not  be  valuable  in  many  eases.  It  does  seem  lojr- 
ieal,  howe\  er.  to  link  up  the  present  appeal  witii  tl  e  in- 
terest that  has  ali-eady  been  created.  Wc  know  that 
when  advertisements  are  ari-an<i,e(l  in  a  series  somcv\'hat 
similar  in  fornj  and  identified  I)y  some  trade  mark  or 
other  feature  of  display  they  have  <4reater  cumulative 
effect,    Letters  also  sh.ould  be  linked  uj)  in  some  way. 

Now  it  is  im])ossible  to  use  the  trade  mark  method  in 
follow-up  letters.  Similarity  of  form  in  the  letter-head 
and  tyj)e  display  is  not  often  useful,  because  it  is  hard 
to  <»et  any  j^reat  decree  of  distinctiveness  in  the  form  (if 
letters.  It  is  sometimes  ])ossible  to  link  them  by  the 
repetition  of  a  certain  phrase,  or  slo<ifan.  If  each  letter 
lays  emphasis  u])on  a  certain  idea  expressed  in  the  same 
way.  such  as,  "Our  sales-letters  are  sales  ^-etters,"  the 
reader  is  reminded  of  the  former  appeal.  His  past  in- 
terest in  the  pr()|)osition  is  added  to  his  present  interest, 
and  he  is  more  likely  to  respond. 

!(!.'{.  Jicf/imiinf/  tlw  folloxc-ii />  letter. — ^lore  fre- 
(|uently,  howcNcr,  the  letters  are  liid<ed  to^fther  liy 
some  refei'enee  to  the  precedii\o-  letters.  (This,  of 
course,  would  not  l»e  the  case  if  the  series  is  lon<>".  he- 
cause  it  woidd  weaken  the  emphasis  of  the  i>eoiMnin,o'.  I 
The  nature  of  this  direct  reference  to  precidini;  letters 
\aries  in  indi\idual  eases.  It  is  a  hard  matte;-  to  hatulle 
cffeetively.  'I'hc  sim])|est  method,  but  l>v  no  meniis  the 
lust,  is  to  su^'o-est  that  the  former  letter  has  not  been 
received.     The  following'  example  will  illustrate: 


'^i 


FOLLOW-UP    LETTERS 


607 


DiAif  Sin: 

Sonif  time  afrn  wc  sent  you  a  li>tter  regarding  our  improved 
!)u-tltss  Sweeper,  but  as  we  have  liad  no  ri'ply  we  suppose  the 
1,  tttr  went  astray. 

Tills  old  excuse,  "Possibly  the  letter  went  astray,"  is 
sn  iiaekueyed  as  to  he  practical ly  useless,  and  it  is  oh- 
vldiisiy  untrue.  It  is  even  worse  to  su^-oest  that  the 
readers  failure  to  reply  to  the  fornier  letter  was  due  to 
stiipiditv  on  his  part  or  to  discourtesy.  It  is  always  un- 
wise to  cast  a  slur  upon  hiiu.  We  see  the  evil  of  this 
iiu'thod  in  the  following  example: 

i)i  \i{  Siu : 

Sonii'  two  weeks  airo  we  sent  you  a  copy  of  our  Ijooklet, 
"Safftv  in  Saviii<r."  We  also  wrote  you  a  Utter  about  savliifi: 
,i!,(l  iiivcstiuff  money.  Were  you  disappoiiifed  in  our  plan 
t'lir  savin"-?  We  jutl^e  that  you  were  interested  or  you  would 
not  have  taken  the  trouble  to  write  for  our  booklet. 

I'erhaps  vou  thought  that  there  was  some  way  to  save 
inctiev  without  earnin<r  It  first.  Some  ahhemy  that  turns 
!li  tins  to  ^old.^  There  are  many  jieople  who  \n  ill  offer  you  in- 
\'-tiiients  for  which  they  make  these  claims.  Tliey  ean't  make 
U'lil  their  ])r()mises  and  you  can't  afford  to  have  anytliln<r  to 
(io  with  any  "■ret  rich-cpiick"'  scheme,  be  it  honest  or  jlishonest. 
So  far  as  vou  are  concerned,  it  will  surely  tuiii  out  to  be  a 
":,  I   poorajuick""   scheme. 

I'erliap-^  vou  expiited  nn)re  interest  th.aii  1- '  j  [k  r  c(  rit.  V.\- 
!■.  ieiice  is  a  hard  teacher.  Learn  from  tli'  ^reat  money 
>.iv«.'rs  in  N(W  N'ork.  nun  and  women  who  are  makintj  the  very 
!i.  t  Use  that  Ihev  can  of  million-  of  (hiHai  'I'ht  y  do  not  ex- 
j!     I    to   oil    MKUC   ili.in    f'_.   per  cent. 


■"f 


This  hroinnino  is  also  had  lieeausi-  it  atteiujits  to 
make  the  reader  fee  1  thai  the  coinpany  has  Auuv  him  a 
fa\or  in  sending  him  tlu'  booklet.     'I'his  attemi)t  to  in- 


508 


BUSINESS    CURHESPONDIA'CK 


If 


'f: 


m 


timidate  the  rcadc  may  be  siiceessfiil  in  a  small  per- 
eciita^a^  of  eases,  with  the  ehiss  cf  readers  who  are  ignor- 
ant. Most  readers,  however,  in  the  present  (hiv  aiT  eti- 
h^htened  enou-li  to  understand  sales  methods,  and  they 
luiow  that  their  iiKpiiry  for  a  certain  booklet  involvi's 
J'"  obligation  on  their  part.  It  is  useless  to  sugn-est  that 
it  does. 

Far  better  is  the  beo-innino-  that  eompliinents  tlic 
reader  on  his  wisdom  in  wishing'  to  examine  a  i)roposi- 
tion  earefnlly  before  he  accepts  it.  The  following-  ex- 
ample is  a  n-ood  ilhistration  of  this  method.  Foi^that 
matter  the  letter  is  o-ood  throu<>hout : 

Dkar  Sir: 

When  we  sent  you  our  catalogue  a  week  or  so  ago  there  was 
so  nmeh  tl,at  was  new  a,ul  interesting,  we  hardly  had  room  to 
tell  It  all  in  one  letter,  neither  can  we  expect  vou  to  realize  all 
the  advantages  of  "Come  Packt"  sectional  furniture  on  first 
thought. 

Because  our  plan  saves  you  nearly  two-thirds  the  cost,  don't 
gc't    the   idea   that    ther..   is   anything   cheap   ahout   our  goods. 
\\^   make  a  profit  on  every  sale  (ahout  the  same  that  the  ordi- 
nary manufacturer  makes  when   s.'lling  to  the    jobber)— HfT 
there's  just  that  ONE  j.rofit :  you  pay  not   a  cent  for  com.nis- 
.sions,    wages,    rents,    etc.,    NOT    ONE    IMANV    EOR    THF 
TIIIN(JS  THAT  .\1)I)  ONEV  TO  COST  and  not  to  the  valu.' 
of  the  furn,t„,v.     W..  make  a  speci.tlty  of  this  o,„.  kind  of  fur- 
'"tnr.  ;  we  ,■.,•..  e<, nipped  to  m.ike  it  as  economically  as  possihlr 
—  this  .sav.s  money  for  |,olh  of  ns.      \\\    KNOW  that  you  can't 
g't   hett.r  fiirMitiirc.  m,  matl.r  uh.it    vou   pay. 

Look  ,at  the  grai.i  and  he.autirul  (lak,-  in"ti„.  uoo.l  we  „.,■. 
Not  plain  sauaal  oak.  which  is  eheap.st;  not  n.l  oak  whnli  ,\ 
most  commonly  „sed— nolhini.  hut  (,)( '  A  liTl'.U  S.WVKl) 
WHITE  OAK;  It  i.  m,  handsonn-,  ..yen  h.t'or..  stainin-r  th.t 
one  ,n,an  writes  me,  "he  h.at.s  to  touch  it."  I  wrote  him.  „f 
course,  that  our  stains  wonl.i  HUEN(;  OCT  the  exu.uisite  fl.ik.. 


i 


FOLLOW  rr    LETTERS 


50C 


ih<'  (li'licntp  frrain,  ,-ui(l  a<l(l  a  lustrous  finish  to  the  furiiiturp. 
it  you  could  sec  some  of  tlir  woo.i  used  in  coiiiinoii  factory 
furniture,  before  it  is  doctored  u]),  tiiere  would  he  no  need  of 
r\|ilanatioiis. 

"Conie-I'ackt"  sectional  furiiiturt'  is  honest  all  throiiirh  no 
(  haticc  for  us  to  conceal  defects  or  patch  u|)  flaws  no  chance 
til  (li-i,niise  chestnut  and  oilier  cheap  woods  to  -look  like  oak,"' 
;i-  (an  he  done  with  finished  furnituri'  that  vou  ^(  t  at  the  -,tore. 
Whin  (hy  payiti^-  I  hi'  piice)  you  do  i;et  <renuine  o/i  .,  it  may 
ill  red  o,d;-  it  may  l)e  plain  oak,  hut  it  is  rarely  Quarter 
Siwed  WHITl-i  Oak.  such  as  we  use  exchisivelv. 

As  to  '•('ome-rackf  prices,  they  speak  for  themselves.  Wo 
liave  ]iut  up  the  stron^rist  ])ossiI)le  <ruarantee  on  our  ^oods 
.111(1  we  repeat — if  you  are  not  })erfectly  satisfied  with  what  we 
~iii|>  to  you,  we  will  refund  your  money  and  freight  charges. 
We  are  ex])ecting  to  lioir  from  you  most  anv  day. 

Very  truly  yours, 

THE  COLONLVL  MANUFACTUlUNCi  COMPANY, 

J.  lJi,ANK,  President. 


li 


Soijictlmcs  a  fvood  I)c<^-i?ini?),ir  may  be  made  by  telling 
the  rradcr  that  since  the  f'oniier  letter  was  written  the 
uriier  has  received  a  letter  in  j)raise  of  the  article  which 
hv  knows  will  interest  the  reader.  Similar  to  this  is  the 
nil  thod  of  sayin-r  that  since  the  ])revions  let  r  was  writ- 
ten some  new  evidence  has  been  comj)iled  which  has  an 
iiiiporiant  bearino-  o,)  the  jiroposition.  Then,  too,  if  the 
ic((  ptance  of  the  ])roi)osition  involves  the  time  element, 
thi  litter  may  sometimes  bco-in  by  refcrrin<r  to  the  fact 
tiiat  there  are  but  a  few  more  davs  to  consider  the  mat- 
ter. 

Xo  one  method,  o|'  course,  is  }r(n)d  for  all  cases.  Xov- 
eiiy  and  ori.i^inality  of  idea  and  expression,  desirable  at 
tlie  bcuimiin^'  of  every  lellcr,  are  desirable  especially  at 
the  beyirinina"  of  the  follow-ui).      \\'!>.j!!«'V!t  thj'  hiMrin^ 


510 


RrsiM.SS    (*()I{1{1.S1»()M)1ATE 


it" 
f 


nfno-.  liowcvcr,  it  slu.nld  make  use.  so  ('•,,•  Ms  }u,..il)!r.  ,,f 

tlic   iiitrrrst    i„    tlu-    pn. posit i.,,,   tliat  has   alrca.lv   lurn 

t'iratcd  and   s!io,,ld   uivc  the  reader  new  inip'nlse  to 
read  this  appeal. 

Kil.  li'nln  of  I  he  follnxc-N/>.~'Vhv  o,.„eral  eoi.strnc- 
tion  of  the  ho.ly  „f  the  follou-np  letter  is  shnilar  to  that 
of  the  sales-letter,  uith  the  exeeptir..  already  note... 
Hiat  m  th.e  |'oll„„-np  letter  only  one  lunetion"  niav  he 
performed.  The  nature  ..f  the  material  inelnded  in  the 
f'ollow-np  letter  has  already  heen  disci. ssed.  It  is  neces- 
sary here  merely  to  remind  onrselves  that  the  material 
shonld  he  put  in  j)roper  order. 

The  tone  of  the  rollou-n])  letter  is  similar  to  tliat  of 
the  first  letter:  it  is  in  all  cases  adapted  to  the  reader. 
It  !S  possihle.  however,  in  the  follow-np  letter  to  become 
shohtly  more  personal.  Th.-  salesman  adopts  an 
attitude  of  or.alcr  fann'liarity  with  his  customer  after 
he  has  called  several  times.  In  just  the  same  wav  after 
three  .)r  four  letters  have  been  sent,  those  succeediii<r 
may  justitiai)ly  have  a  more  familiar  and  friendly  at" 
titude.     The  first  letters  sent  out  hv  a  hank  mav  sav 


some 


11  no- 


like  tl 


it. 


lis:  '•Pcrim't  us  to  })oint  out  the  ad- 
vantan-c  of  National  Hank  Supervision."  The  later 
letters  may  discard  this  conservative  and  formal  tone 
and  l)e<.in  somewhat  as  follows:  "^'ou  can  see  how  im- 
portant it  is  to  you  that  exann'nations  should  l)e  made 
re.milarly  and  made  under  competent  siij)ervision." 

This  orcater  familiarli\-  of  attitude  sometimes  makes 
a  clever  story  or  joke  p.issihle.  A  hrief  anecdote,  a 
little  api)eal  to  a  man's  s.  use  of  humor,  sometimes  o-aith 
results  where  facts  fail.  An  interesting-  letter  is  .some- 
times more  efi'ective  than  a  meaty  one.  In  the  loiiy- 
run.  howeven  it  is  the  argument  and  the  evidence  \M 
tell. 


FOLLOW  T^P    LETTERS 


.')n 


l'()!low-uj)  Icttfi-s  iiiay  usually  he  lonfrcr  tliati  llic 
.uiuinal  sales  letter.  It  may  l)e  assumed  that  some  at- 
tditiou  has  already  heetJ  drawn  to  the  jjroposition,  and 
lli.it.  if  the  reader  is  interested,  he  is  interested  enough 
In  read  a  lon<r  ktter.  IT  no  interest  has  heen  ereated, 
the  task  is  hopeless  anyhow.  On  the  other  hand,  it 
nccasionally  h.appens  that  a  short  letter  is  more  useful 
lucause  of  its  greater  emphasis,  and  the  ^n-eater  stress 
lliat  ean  he  laid  ujkxi  some  particular  phase  of  tiie 
pniposition.  To  husiness  men,  especially  dealers,  all 
lollow-up  letters  should  he  short. 

.\s  an  instance  of  the  effective  use  of  a  fanu'liar  tone 
in  the  follow-uj)  letter  the  e.\am])le  ^Wven  helow  will 
prove  interestin<r.  It  was  sent  out  as  a  follow-up  to 
the  letter  (j^iven  in  section  LJ4. 

r  want  \ou  to  read  this  Itttir  tlirou^li  rarefully  mid  tiion 
.-it  rif^lit  down  and  write  nu'. 

My  Giant  Stump  Pulli  r  could  <ro  ricrht  down  your  fields  and 
(Iran  out  every  stuinp  on  the  j)lace  Just  ;is  easy  as  could  he. 
I5ut  the  letters  and  folders  1  have  sent  you  don't  seem  to  be 
■  ihlc  to  do  as  (rood  a  job.     What's  the  matter.  Friend.^ 

If  you  aren't  really  interested  in  a  stump  puller,  write  and 
I'll  me  so.  but  if  you  have  g(it  stump  land  that  you  would  like 
to  -ee  turned  into  .rood  v/ihiable  fields  worth  twice  as  much  per 
acre  and  that  vill  ])ay  you  birr  returns  every  year  instead  of 
l\iii<r  idl...  why  can't   you  and   I  ^ret   to[rether? 

My   puller   wir   do  everythin^r   I   ..laini.      I    al)solutely  guar- 

nifr,    it,  and  not  only  that,  but  I  will  leave    \   all  to  y,",,,— you 

to  Ih   the  entire  jud^n.  nnd  jury,  ;ind  if  you  don't  think  it  (Iocs 

I  won't  cost  you  a  cent.     On  the  „ther  hand  if  it   will  do  what 

I  '■!  lim.  it's  the  i.reate>t   in\estment  you  could  possibly  make. 

.\nd  surely  my  ti  inis  have  Inen  fair  enou<,di.  .\s  I  have 
already  said.  I  want  to  ^^.t  this  puil.r  introduced  in  every 
>Hifrle  community  in  the  country  and  to  do  that  I  have  made 
some  of   the  most    remarkalile   off..i-<   ll,.,f    I    I.,  i; _ 


1S 


512 


lirSlNESS    COUUKSrONDKNCi: 


put  oul  hy  a  (.11111  iii.uliincry  liousc.  Honestly,  tliiy  .-.rr  oflTcrs 
tli;it  cairt  ])o>'>il)Iy  1k'  diijilicati d  in  flic  futiirr  when  every- 
bodv  knows  aliout  my  ])ullt  r  and  the  orders  ln<,nn  to  come  in 
tlie  wav   I  know   tlicy  arc  f^oiii^j  to. 

fiillv   \\(  II   to   have  a   |)Iaiii   man  to-man    talk   with 
lit    out    into    \oiir  field   with    von 


r.i 


you. 


like    aw 
To    tak. 


ni\    puller   11^ 


and  show   voii  exact  I  v   wliat    i 


t   if   will  do       Hill    I  can't  very  \vi 


do    th 


lis    perNonally    \\i 


h    mv    thousands    c:''    fanner    friends    all 


)vcr  the  countrv.  and  if  I   ^ciit   a  man  u|)  to  do  it,  it   wi 


lid  h 


e\|ien>i\('  am 
want   to  make  my  offer 
y  puller  uj)  to  you  am 


I    IM  have  to  charge  more  fnr  the   puller.      Hut   I 


ni 


jii^t   as  fair  as  I  can.      I  want    to  send 
I  let  vou  test,  it  out  in  the  field  before 

Voii  dicide   to   keep   if.      I   want    you   to   ])ro\i'    coiu  'usively   hy 

your  own   experience  that   every tlii:iff   I   say   about    if    is   true. 

That 

f- 


vou   can   no  o 


eilows  on 


ver    your    >tiim|)   lo',    pull    out    the   bi<rge.st 
the  place-    that  von  can  ^et  out  a  whole  acre  a  day 
of  almost  any  .•^ftimp  l.iiid  1  have  sei'ii. 

I  don't  ask  you  to  take  my  word  for  a  single  one  of  tlu^c 
stateiiK'nfs.  ^  simjilv  want  you  to  send  for  one  of  these  j)ull- 
ers,  put  it  out  in  your  field,  hitch  a  pair  of  horses  to  it  and 
try   if    yoursilf.      Then   if  you  don't   want    to  keep   it — if  you 


don't  al)solutelv  think   it 


is  iroin 


rr  to   jtay    you    l,M<f  to  keep 


d    it    rifrlr    back    and    I    will    refund    every    penny    of   yi 


sen 


money   iiis 


)ur 


f  as  clieerfullv  as  I  took  it. 


I  don't   know    how   I  could   make  a   fairer  otl'er.      I   don't  be- 


lieve   I    could        And    the   sjiecial    | 


Willie    lonijcr. 


^c   sit    down    now  and    write    me   a 


irici'    ^oes, 
I 


oo —  Ills 


f   a  little 
ibouf    it- -tell 


ine  wlufher  vou  want  it  or  not.  If  you  don'i  want  it,  /pisf  say 
so,  and  I  wm't  write  you  any  more. 

If  you  don't  want  if  just  now,  or  can't  handle  if  till  lati  r. 
send  me  a  liUle  d(  jiosif  on  the  style  you  want,  and  I'll  keep  it 
for  you  and  tjive  if  to  yoii  at  t!ie  same  prici'  any  time  you  say 
within  the  next  year  or  two. 

Awaitinir  votir  answer,  1  am. 


ery 


f  rulj. 
President, 


GIANT  MAMFACTrHIXC.  COMrANV 


vOLLovv-up  lktti:rs 


513 


The  ending  «if'  the  iViIlow-np  involves  no  new  pri  :ci- 
plos.  The  mijjortanl  thin<r  is  that  the  exertion  of  the 
reader  shoiihl  he  niininii/ed  so  far  as  possihle.  and  tliat 
he  sliouhl  he  ^iven  sutlieient  stiniuhis  to  earry  out  the 
te(L      For  this   j)iii-posc  it   is  desiral)le  to 


action  su<^'^'es 

have  sonic  variety  of  attack.  Occasionally  the  repeti- 
tion of  exactly  the  same  stimulus  will  he  effective, 
through  its  cumulative  force. 

Id").  7'-io  (fodd  f()ll(ra-iij).s. — Two  follow-up  letters 
to  dealers  that  illustrate  all  the  principles  stated  ahove 
are  ^iven  helow.  They  were  ])receded  hy  a  first  letter 
of  more  "-eneral  nature. 


Mv    DKAR    Sni 


tf 


Putting  yourself  in  your  cu-stonuT's  place  is  a  iiiightv  ^ood 
in^'  some  times.      It  Ims  (riven  many  a  dealer  a  new  point  of 


that 


las  meant  monev, 


wris 


I  want  you  to  look  at  my  /:r]()ve  proposition  for  a  few  minutes 
from  ijniir  cusfomir's  standpoint.     1  think  it  will  ])ay  you. 

How  do  you  tliink  tliis  idea  of  a  glove  made  particularly  for 
his  own  work  will  strike  him?  How  would  it  strike  you  if  you 
\M  re  in  his  plact  ?  If  you  were  a  telephone  lineman  and  every 
viir  you  had  to  throw  away  pairs  and  p'irs  of  gloves  he- 
cause  your  particular  work  wore  thtni  all  to  pieces  at  the 
t  while  the  rest  w.is  pt'rfectly  good,  wouldn't  you  welcon^i'  a 
Handel  glove  made  just  for  this  work  with  a  sjieciallv  con- 
4ructed  wrist  that  would  outlast  the  glove  itself;  that  would 
uiar  twice  as  weli  as  any  other  glove,  and  that  would  tit  so 
perfectly  that  you  could  d(,  even  the  most  delicate  woriv  with 
them  on  instead  of  having  to  do  all  the  fine  work  with  bare 
hands  continually  exposed  to  the  cold  nnd  weather?  Wouldn't 
i/oit  buy  that  kind  of  a  glove  if  you  could.' 

Or,  if  you  were  an  engineer  or  railroad  man  and  the  steam 

and  heat  kept  spoiling  pair  after  pair  of  gloves,  wouldn't  you 

welcome  a  pair  of  Handel's  steam-proof  and  heat-proof  gloves 

that  remained  soft  and  pliable  and  unhurt  bv   steam,  heat  or 

IV— 33 


t 


tils 


.'514  BT^SIXESS    roRRESPOXDENCE 

water?  Woul.in'l  vou  tinnk  it  w;.s  cheajHr  t„  Luv  one  pair 
of  siich  ^rlovcs  rv(„  if  th..y  c-ost  a  littlr  more,  instead  of  .poil- 
iriK  lialf  a  dmvu  pair  „f  ordinary  ^rloves,  I'spccialiv  wlun  tli. 
Hand.l  ^rlovrs  also  (it  p..rfectl.v  and  u„uld  wear  "almo.t  in- 
definitelv.-     Wouldn't  //„./  ^r„  out   of  vour  wa.y  to  ,tr,.t  Handel 


glo\ cs  ^ 


•oin- 


111 


iirii 


^^o  will  ,.v.iy  iin.nian  an<l  railroad  man  anion^^  vour  nis- 
toiuers;  M,  will  rvery  farnur  and  t.anister.  and  i.on  work,  r 
and  autoniohilist  an.l  .very  man  in  a  d.,/,,.n  other  lln.'s  wlmi 
n.iee  lie  lias  learn..!  of  the  ;r,-eat  an.l  all-round  sup.riorit  v  ..f 
llandePs  gloves. 

This  has  I)..en    the  exj.eri.n.v  of   thousamis  of  oth..,    dealer, 
who  h.iv..  monopoliml  th.'  fine  ^dove  trade  of  their  whole  c 
rnunity  l,y  iuromir.i,.  the  Han.M  afr^nt.     Vou  can  do  it,  too. 

^our  eust.,m..rs   are  nun   of  common   sens...      Tli.y   know    i 
Rood   thin^r  when    tluy   s.e    it.      Show    them    Handel's"  gloves- 
they'll  H,)pre.-iate  th.^  difference  an.l  you  can't  k.ef.  (lun,  f,„ 
huymtr  IlandiPs. 

Dn.F.  lis  a  lin,.  an.l  l.t  us  send  vou  r.rpnss  pai.l  an  as 

nu-nt  of  sample  pairs.      .  „„   fak..  no   ri,k.  as   v.a,  may   nt 

th..m   at    our  expense-   any    time.      W.'d   hk,.   to   send  "tlani    it 
once.     May  WL'?  \,.,.y  ,,„|,^ 

O.  C.  II.WDEL  .MFG.  CO. 

Dkar  Sir  : 

Kn.los.d  you  will  fimi  ;,  littl,.  pi,.,..-  of  l.ath.r:  it  is  to  ilhis- 
trat.'  an  important  featiii     in  ^rl„v,.  niakin- 

I'nII   this  l.ath.  r  om^  way   ,.n,|  y,,,,  will  fin.l  thai     t   has  a  .1,- 
•■•<i-<l  -^Iretch."  whil..  th,.  nth.r  way   it    will  Ir.nlly  frive  at   ..ll 
Now  pull  It  out  th..  n^d.t  w.ty  as  far  as  it  will  ..^an.l  vo„  .,11 
noli.-e  thai   the  m.MV  you  ad.l  to  its  len^rfh.  th,.  narrow."r  it  h, 
'•onus,  an.l  if  y.a,  atL-nipt  (o  pull  it  ha-^k  to  on7r,„al  wi.Kh,  y.n, 
n.nst   tak..  up  all  1 1,,-  st  r.  t.h  v  „„  liu..   lUst   put   into  it. 

Now  s,e  what  tins  ni.ans  in  ^rh.v,-  niakini:.  Sn,,„ose  we  I,  n, 
to  cut  a  No.  !»  ^Inv...  W..  take  a  p...  ■•  of  leat  h.  r,  an.l,  a  f,.  r 
wo  Imvc  foun.i  wlnVh  is  ti„.  .(nl,!.v  way,  we  pull  it  out  as  f.r 
as  :t  '.vdl  .r-j  arid  measui-r       .,,    ;,,,.i,. .i...     ...  .    ■     . 


« I     .^  1 1  1    1  <  1 1 


pair 
[toil- 


t    ii 


iridcl 


(lis 
irkcr 

.Vlu'il 

V   of 


ilcrs 


oiii- 


w    ;i 


?s- 


roin 


urii 


FOIJ.OW  T  P    L17J'TI-: 


RS 


,)i,) 


'lun  we  pull  it  the  oti 


ir.icf    until    tlicy 


itT  way,  and  naturaliv  on 


arc 


P'.rl 


1.1 1  IS  (inly 


svvtu   inclic 


Tin:i{K  akj:  mnk  iscuks  (,f  n 

THKRK  .JUST  Tin:  SAMi:.    \\v<.„t  tl 


r  marks  con- 
i[)art.      iU'T 
A'J'IIKH    STOCK 


•'"■   ■•'"''   -<»lt   „p.      Of  C0UV>V  it    l,;nks    t. 


ic  i^lovc  with  a 


scvcti- 


fin.  and 


IM  rfcctiv  t 


')  Miiall.  hnt  put  it 


I   Miow  a   ladv  s 


vou  will  fin.l  that    ,t  str-t.-h..  just  .nou^h  to  o.nf 
"<•  of  your  liaiul.      \„firc  how  „u„| 


;•  cvcrv  out] 


ki.l 


orni 
1  too 


!v  it  lifs  wl 


love   appears   when   i 


lew,    \,t    I 


In  I 
I' 


"•"  I»it  on.     This  will  si 


loiv  adinir- 


'I  in<r  out. 


low  you  the  point  «,.  „arit 


us  s 


FH'cial  fittin^r  process  has  ;  Iwavs  1 


Ir.ss     gloves,    hut 


)eeii  ronfiued   to  ti 


lie 


(  \erv 


p-'ir    of    Handel    ^l 


tviest    workin^r   models-    are    thus    Htted.      T\ 


"itli    the    en.'losed    pi,.,,.    „f    |,,,,,„,^.,.    j,,    ,,.^^.^ 


fiiiijii 


t  to  elineh  any  ^dov,.  sale.     Try  if 


■'list  unotl 


ifi-  point.     Our  iiat 


oyes  -eyen     the 
i^   f)ojnt   alone, 
uid    illustrate   it, 
on  your  next  customer. 


loii-widc  adyert 


HI-  people  everywhere  io  t'       fact   that   tl 


i^i"^^  is  (ducat- 


h^tlncfly    ..superior.       It 


lere  is  a  ^r|ov,.  that 


IS 


dity.      It 


IS    creatuifr    a    (hinand     for     Ifand.l 


IS  cnatin^r  ;i  wj,]^.  opp,„-tuiiit  y  of  1 


irge  jircjfits  for 


.1 


us- 


"'"•  proposition  to  sen,!  a  selection  of  sampl 


the  Irast 
iitl'c  r  to  I), 


e\[)etise   to  you   still    r 
o\erlooked.      I) 


pie  i)airs  without 


1'    iil'ain 


em.'iins  op,.„.      If  J.,  t„„  j-.^j^  .^11 
o'l'l  .l,nve  yourself  a  chance  to   f, 


iitrht  on 


'■"l">s  a  postal  to.lay,  .^i^,„^r„s  p 


N'ery  trill) 


or<r,.t 
rmission  to  s  nd 


<>.  C.  n.WDKl,  MF(;.  CO. 


(HI 


IT 


ir 


l*i»!.    La.s/  call  It  II 
'    series,  the  |i,i;t|  | 


rr.v.  -Heu. ■,,-,) l(.ss  of   i|„.   |,.,,^rfl,  of 
"ll«m-,i|)<l,srrvr,s  sprcial  allcnti..,,. 


^'"'K'   IH'"I>I^'   ;nv   vvm'    ,.  „nlv   hy  .-.    last 


1 .11 


mot    resist    tlir   a 


eall.      T! 


i'.\- 


i.e      Mccr  s   a 


"le.        The  last   letter  u\   \\ 
•If)  to  liririy  tl 


pp(al:   '( 


"•II10-.   (.'•OHIO- 


le  scries  slionhl  lia\ 


e   some 


le   \v;i\cnt|o:  (iiics    into    li 


Miadr  evident    to  tlu  t;i    that    tl 


ne.      It    sli.MiM 


decision  aiu    loix 


ley  camiut    pni   ,,(1'  jl. 


Tln«  last  call   letter  has  to   he  hati.lh.l 


in   the  ri,t,dit 


51G 


IU;SIN'i:SS    COHHKSPONDKNn: 


way.  It  is  not  well  to  say,  as  some  writers  do,  that 
we  are  niakinn'  this  last  ap|)eal  i'l  desperation.  The 
followiiiir  example  will  illustrate  the  wroiin-  use  of  this 
method: 

l)i,  \it  Sir  : 

rardon  inc.  but  wliat  in  the  world  is  tiir  matter  that  von 
have  never  ;tns\vere(l  a  sirii^r],  om-  of  niv  ilouljie  value,  no  ri-k 
offers.'  So  in  doperatioii  I  am  ^^linij  to  make  vou  one  ' 
offer-    tlie  faire>t   otl'er  one  man  eviT  madi'  to  anotlur. 


1st 


The  ahove  example  shows  th''  wron<r  n])])licatioii  of 
Hie  principle,  hnt  the  prineiple  itself  is  riyht.  It  is 
fr((|iiently  heljifnl  to  make  the  reader  feel  that  he  has 
only  this  last  opportunity  of  aeeeptin^-  the  offer.  Some- 
times a  special  indneement  may  he  nnde  for  immediate 
action.  One  of  the  most  elfeetive  is  the  limited  time 
offer.  Advertisin<r  departments  of  ma<,^azines  fre(]nently 
make  use  of  this  linntcd  time  offer  hy  stating  that  the 
forms  for  the  next  issue  close  on  a  certain  date.  Vn- 
(inently  they  suo'^est  that  the  reader  ^<  '  -LiTa|)h  if  lie 
wishes  to  reserve  space,  and  they  enclose  a  tele^n-apli 
hiaiik.  Or  they  may  fell  him  that  the  |)rice  of  space  is 
to  he  raised  on  all  contracts  received  after  a  certain 
date. 

A  viuiation  of  this  special  in(hiccment  offer  is  tiic 
statement  that  there  are  only  a  few  of  the  articles  lel't 
for  sale,  and  no  more  can  he  ohtained.  As  an  a(l<i(<l 
stimulus,  the  writer  may  add  that  he  is  savino-  oim  ot' 
the  articles  for  the  reader  utitil  a  certain  date.  In 
ap|)ealiii^  to  a<,rents  tht  same  method  is  used,  except 
tiiMt  the  a<i-ent  is  tohl  that  ferritorv  is  ooinLj  fast  ;iiul 
it  he  wishes  any  territory  he  must  act  at  once. 

The  (hscdunt  fi'.iilin'e  is  sometimes  i!>t  i-nilnfi'd  wAn 
final  follow-up  letters.     Tjiis  method  is  not  usually  (it- 


FOLLOW  IT    LETTERS 


51' 


)-ri-k 
■   la.st 


sirablc.  however,  because  many  readers  are  led  to  hope 
lor  a  further  discount.  As  a  matter  of  fact,  there  are 
certain  concerns  that  do  keep  on  dccrcasin^r  tlie  price 
until  they  liave  reduced  it  by  ei^ht  or  nine  humh-ed 
|ur  cirit.  This  practice  has  worked  a  hardship  on 
i( -ultimate  concerns  in  simihir  fiehls.  Some  have  foinid 
it  necessary  to  a(hl  tlic  postscript:  "This  price  will 
not  he  reduced  under  any  circumstances." 

The  hest  of  all  inducements  for  the  final  foilow-up 
letter  is  the  free  trial  offer.  The  reader  is  told  that 
one  of  the  hooks,  or  whatever  the  article  may  he,  will 
!if  s(  rit  to  him  on  approval.  He  can  try  it  first,  and  if 
lie  decides  not  to  keep  it  he  can  return  it  without  ex- 
pense. Sinn'lar  to  this  is  the  <ruarantee  offer  that  tells 
liiiM  if  he  is  not  perfectly  satisfied  he  can  receive  his 
iiioiiey  hack.  This  offer,  honexer,  is  <.e„erally  used 
(arlier  in  the  series,  so  that  it  can  hardly  he  coi'.sidered 
a  last  call  feature.  When  all  other  methods  fail,  the 
nioney  appeal  the  one  that  makes  the  reader  feel  he 
will  net  somcthin^r  for  nothin^r_i.s  the  one  that  touches 
the  spot. 

The  followin«r  example  of  a  final  follow-up  letter  will 
illustrate  many  other  points  that  have  hren  mentioned 
ali((\  e: 


M\   l)i  \i!  Sir: 

I  will  (fiinrnutrr  In  niak.-  you  a  $M).()()  .uit  of  ,■!„(!„  s  for 
v'lOO  a  $;}().()()  s„it  for  >;18.()0  a  $o-,.0()  Mut  for  ^IkOO— 
"1.1  inak.'  tli.„.  JHtt,,--  „„„•,■  stylish --il.an  )!.,•  .jollis  you  aro 
i;'  itiii^. 

!  'iis  is  a  ,.ntty  hi^r  >  lai,,,^  p,i  l,a,,s  you  liasr  I,,.,,  ,i  i).t 
>k'P»i«'"l  "M  that  a.Tount  hut  I  ran^  I  J,,  bark  up  .v.rv 
"•"■(I  of  it. 

■-.  ..,,\r  airca.iy  Ma(i  two  I.ttrrs  ahout  ,uy  cloth,  s  my  ,aia- 
l".::u.'  t.ljs  all  ahout   th,,,,.  t.....     Vou'vr  s.rii  rxa.'t   i.hotojrra|.h.s 


51 S 


HI  'srxi:ss  cohrespundexce 


fi^,fe 


it 


of  my  styl.s—you  hav(>  samples   of  the   icKntical   clotli   out  of 
whi<h    r    make   vvcry    suit.      I    ,lo„'t    liavr    to    talk    about    //,„/ 
kind  of  style  and  <|uality-  it  talks  for  itself. 
Still  you  haveti't  sent  me  even  a  trial  order. 
^  I    am   writin^r   you   a^r,.,;,,  iHcau.e    I   Kunit   your   trial   order. 
Not  because  of  the  money  there  is  in  it    -my "advertising^  eosts 
me  more  than  I  ever  make  out  of  my  first  orders.      HuTyou-ll 
be  buyin^r  clothes,   not  .just   this  year,  but  for  yaars  to  conie. 
I  want  to  make  those  clothes  for  you— ri^dif  alon^^     After  you 
have  worn  on.'  of  my  suits-  .after  you  liave  pnnril  its  style- 
its   han^r— its    wearin-   ,|uality;    after   you    have    compared    its 
prices  with  otiu  r  clothe.-  then  I  know  you'll  !      ^lad  to  let  me 
make  all  your  clothes. 

That's  why  I  am  so  anxious  to  ir.t  this  first  order— and  I'lii 
Koin^r  to  ^ret  it,  too.  if  the  faire.t  ami  .s,,uarest  offer  one  man 
over  made  to  another  can  appeal  to  you. 

This  is  my  offer  to  you  in  plain  black  and  vhite: 
I  (ilWHANTKi:  TO  .M.\KK  Voru  SITT  FROM  EX- 
AC  "I'LV  THE  CI.OTII  vol'  SELECT.  ACCOHDINd  T() 
YOl'U  I.\I)I\I1)1'AE  OHDEK  A.M)  ME.\sri{EMEN  IS 
AM)  'lO  EiT  AM)  .S'./77.V/-}-  Yor.  IF  I  FAIL  I  A(iREi: 
ABSOLriELV  TO  REFINl)  VOLR  ENTIRE  DEPOSIT 
PROMPTLY  AM)  CHEERFrLLV. 

This  ^niarant.e  is   iron-dad- backed  by  my  entire  business 

—  and   I  want  to  eniphasi/e  it   to  you   personallv   as  the  basis 

on   whirl,    I  want   your  trial  order.      Coul.l  anvtliin-  be  fair.r^ 

n,.i     WeallKT    i.    aluiu.t     her..       you'll    need    ynur    new    summer 

suit   b.f..n    you  kt.MW  it       ,o  hi   me  have  Ihi^  tri.il  orde,    now. 

I'<  ••  y..iir  .-..nv.rii.nee  1  .nn  eneh.sinir  .another  m.a.unni.  „t 
•''■"'■^  "  ''"  "  ""•  •'"'•■'.>  «'l  it  ri/rht  into  the  mail  >„  v.m, 
Won't  be  di.s.appoint.d  «li,„  lh,.  first  hot  days  come. 

^'<iur^  \.  ly   I  nilv, 

Al.AN     .Mi   l.Vii.i.i  .     I'ii.sidtMl. 


CHAPTER  XV 

ENCLOSLHKS    AND    MAILING    CARDS 

1(17.  ClaHs^ifwation   of  enclosures. — The  majority  of 
niticrriis  do  not  jjiiy  enoiioh  attfiitioii  to  enclosures* and 
Mipplenientary   niateriul.      Their    uses    are   ahnost    in- 
niinieral)Ie.     With  the  aeknowledo-nifnt  of  an  order  it 
is  sometimes   useful  to  send   a   little   folder  wliieh   re- 
awakens in  thi    reader's  nniid  the  interest  he  showed 
uiien  he  <rave  the  order.     Kven  with  eolleetion  letters 
a  little  husiness  story  or  anecdote  sometimes  serves  to 
k<  I  |)  the  dehtor  in  yood  humor  and  ^nves  the  letter  a 
li(  tter  chance  to  <.(.!   in  its  ^-ood  work.     Hut  it  is  with 
the  sales  letters  or  follow-uj)  letters  that  the  enclosure 
lias  its  ^n-eatest  value.     It  does  not  serve  as  a  snhstitute 
ior  the  personal  messa<re  in  the  letter  itself,  hut  it  heljjs 
,-iratly  in  enforcin^r  the  n)essa<.e.     Tlu'  cost   of  ^rood 
piiiitin^r  is  so  low  that  then   is  no  excuse  for  not  making' 
■I    lull    use   of   this   important   kind   of  suj)plc'jientary 
inaUi'ial. 

Throu'-hout  this  discussion  the  word  enclosinrs  is 
taken  to  mem  not  only  material  that  is  actually  placed 
i!i  the  same  envelope  with  the  letter,  hut  other  supplc- 
iiKiitary  material  in  the  nature  of  catalo^-s  and  l.ook- 
kts.  even  thouuh  these  are  so  hiruv  that  tluy  must  he 
mailed  under  >eparate  cover.  As  ,1  .<-( ,,(  raf  rirlc.  it  is 
hest  t()  put  the  hookl.  t  in  the  letter,  if  this  is  possihle 
without  .sacriticin.u  any  of  the  efrectivetiess  of  the  nm- 
terial.  Even  if  it  is  impossihle.  e.ire  should  he  taken 
to   see    that    a    Itookht    or   cataloo    is    sent    at    such    a 


.r^( 


BUSINESS    CORHKSPONDlA'Cl.: 


time  lliat  it  may  not  arrive  too  lon<r  after  the  letter. 
Fre(]tiently  it  liapijens  that  a  letter  aimoiinees  that  a 
certain  booklet  has  heen  sent  or  is  to  he  sent,  hnt  it  does 
not  arri\e  lor  some  days,  and  by  this  time  the  reader 
has  I'oro-otten  all  ahont  it  and  is  no  lon^^er  interested 
in  it. 

It  is  a  mistake  to  tiiink  that  any  enelosnre  is  <?ood 
for  all  oeeasions.  The  enclosure  should  he  governed 
lart^ely  hy  the  same  considerations  that  determine  the 
nature  and  construction  of  the  letter  itself.  It  should 
be  adapted  to  the  purpose  and  should  he  suitable  for 
the  class  of  readers  to  whom  the  letter  is  sent. 

The  chief  differences  I)et\vecn  the  enclosure  and  the 
letter  itself  are  in  the  division  of  the  functions  and  in 
the  method  of  j)rescntation.  The  functions  of  all  col- 
lateral material  sent  with  the  letter  are  to  reinforce  the 
letter  messa<.e.  Each  ))iece  should  therefore  have  a 
particular  part  of  the  work  to  do.  The  method  of  pre- 
sentation is  like  that  of  advertisinn-.  It  offers  possibil- 
ities of  display.  .Size,  color,  form,  illustrations,  all  these 
tlnn<r.s,  impossible  in  the  letter  itself,  can  be  used  very 
effectively  to  present  the  message  of  the  enclosure. 

Kjiclosures  may  be  divided  for  convenience  into  three 
classes,  corresponding'  with  the  three  main  functions  of 
the  letter.  These  aie  interesting-,  convincin^r.  and 
stimulatino-  action.  Thus  we  have  catalogues,  booklets 
and  circulars,  that  describe  I  Ik-  a  licii-  in  such  a  way 
as  to  make  the  reader  wan!  it.  Tin  n  we  have  samples. 
co|)ies  of  testimotiials,  reprodu(-lions  of  checks,  tables 
of  comparative  statistics,  and  (.ther  forfns  nf  f\  idcncf 
that   tend  to  convince.      Last   of  all    w(-  lia\e  an  order 

i)lank    for   the  convenience  of   the   reader   in    rii)lvin"- 
i.v    I    1   . .  ..  I  :     1^- 

coiiiaiiis  one  or  more  e\ai-ii)les  ol 


.nil      IV    I  n    I       ll.-iUilll  \ 


each  of  these  types  of  end 


osures. 


KXCLOSURES    AND    MAILING    CARDS 


OliJ 


To  reach  the  highest  (lc<>Tee  of  effectiveness,  en- 
closures shoiihl  he  related  as  closely  as  possihle  to  the 
letter,  and  should  correspond  with  it  in  (General  style 
and  appearance.  They  should  he  e.iually  well  adapted 
to  the  reader.  A  well-prepared  letter  on  .ijood  pajjcr 
(Icinands  the  use  of  attractive  enclosures.  Too  often 
the  concern,  u\  a  sudden  fit  of  economy,  decidt.^  to 
dispense  with  elahorate  enclosures  ai!.i  puts  in  sonie- 
thiiio-  eheap  and  unpleasant  to  the  eye.  This  is  not 
tiiie  economy.  Lack  of  harmony  l)etween  the  en- 
closures and  the  letter  itself  has  been  responsihle  for 
the  failure  of  more  than  one  ^ood  sales  letter.  It  is 
Inolish  to  cram  an  enveloj)e  with  u^Iy  slips  of  paj)er 
,111(1  cheap  "stuffers"  simply  because  there  happen  to 
he  some  on  hand.  It  may  be  true  that  no  a(lvertisin<r 
material  is  wasted,  but  if  there  is  anythinu-  that  is  nearly 
wasted  it  is  material  of  this  kind.  Kach  ])iece  of  ma- 
terial enclosed  with  the  letter  should  have  a  definite 
jiurpose. 

.\s  a  corollary  to  this  it  may  be  set  down  as  a  general 
rule  that  the  enclosures  in  a  letter  to  a  busines:  man 
should  not  be  too  numerous.  The  mass  of  niaierial 
wiien  it  ^rreets  liis  eye  is  likely  to  appall  him.  He  has 
no  time  to  read  it  all,  and  so  he  throws  it  all  aside. 
The  mistake  is  sometimes  made  also  of  enclosin<>-  two 
inconsistent  pieces  of  material.  l<'or  instance,  oir"  ron- 
cirn  sent  out  in  the  same  letter  two  testimonial  letters 
iVom  the  same  man  writtiri  on  the  same  day.  but  en- 
tirely dilferent  in  character.  This  naturally  aroused 
-ispicKiu  as  to  the  «4enuincness  of  the  testimonial  and 
'•<>!ise(|uently  of  the  whole  i)roi)osition.  A  few  carefullv 
<ii<»sen  pieces  of  material,  (  ,ich  with  a  diffcnr.f  fn. w-tioii 
to  perform,  are  far  belter  than  a  lar^e  mass  of  um-elatcd 
material. 


■">-'-*  BUSINESS    C()RIlKSl'()M)r:\CE 

108.  Ifcfcrcncc  cafalor/s  and  hooklcts.~Caia]ocrs 
bookicts  and  cimilars  that  arc  intended  to  arouse  de- 
-sn-e  may  be  divided  into  two  main  classes  aecorcbn^r  t„ 
tlie  methods  by  wln^ch  they  do  the  work.  Some  are  for 
reference  })uri)oses  and  are  expected  to  be  in  constant 
use.  Others  are  for  the  ])nrpose  (.f  aronsin^-  a  direct 
buym^r  impulse  which  will  be  sufficient  for  the  one  pur- 
chase. In  the  first  class  utility  considerations  are  up- 
permost: in  the  second  class  attractiveness  is  the  chief 
consideratif)n. 

Tile  reference  cataloo-  is  so  constructed  as  to  l^e  a 
^•uule  to  l,uying.  The  ^n-eat  mail  order  houses  in  Chi- 
cago send  out  cataloo-s  that  are  to  l,e  found  to-day  on 
the  parlor  table  of  millions  of  families  ail  over  tlie  coun- 
try. The  bi^  steel  companies  send  out  catalo^rs  tliat 
are  to  l)e  found  on  the  desk  of  every  structural  en- 
gineer. Many  laro-e  sup])ly  houses  in  the  electrical  an<l 
otiier  great  mdustries  have  issued  catalogs  tiiat  are  now 
regarded  as  necessities  l)y  many  l)uvers. 

The  first  requirement  of  sucji  a  reference  catalog  is 
leg.b.hty.      It  should   be  i)rinted  in  large,  clear  tyne 
with  the  material  so  arranged  that  the  average  j^erson 
will  be  able  instantly  to  find  what  he  wants  and  to 
understand  it. 

The  second  re(|uirement  is  convenience.  The  ma- 
terial shouM  be  h.gically  divided  and  s.ib-divided.  and 
there  s'Muild  be  a  complete  index  for  referring  instantlv 
to  any  part.  Sometimes  the  form  mav  be  made  con*- 
ve.Mcnt  lor  handling,  allhough,  as  a  rule,  the  amount 
of  material  contained  in  such  a  catalog  makes  it  neces- 
sary that  it  be  of  large  size.  Catalogs  dealing  with 
technical  materials  often  include  useful  tables  of  fi-.r^K 
for  the  purpose  of  computations.  In  some  manufac- 
turing concerns  that   produce  a  vari(  tv  of  products  the 


FATLOSUKKS    AND    MAIMNd    ('AHI)S         52;j 


cntuloo-  is  issued  in  a  series  of  small  bulletins  or  seet 
wliieh  can  easily  l)e  attached  tooetlier  and 


ions 


rcf'onihuiec 


as  new  sections  are  sent  out.     S 


1 


loose 


-leaf  I 


onie  are  even  issued  in 


orni 


A   third  ^^'iiuirenient    is  durahilitv.     The  catal 


hkely  to  he  sultjected  t(»  rou<>I 


(nr    IS 


1  usaoe.  and  it  should  1 


)e 


IIKK 


ra 


le  as  substantial  as  the  inaroin  of  profit  will  war 
nt.     Hrass  staples  are  f'reciuently  used  in  bindin<r  it. 
leather  covers  are  occasionally  used. 

In  such  a  catalo<r  it  is  not  worth  while  to  spend  money 
.III  two-color  j)rocesses.  ornaments,  or  other  things  that 
.nld  nothino-  to  the  usefulness  of  the  article  but  only 
to  attractiveness.  I)is|)lay  in  reference  catalo<rs  would 
l»e  as  useless  as  oil  paintinos  in  a  (|uick-lunch  room. 

This  does  not  mean,  however,  that  there  should  be 
no  illustrations  whatever,.  Illustrations  are  necessary 
to  show  the  .iToods  and  to  make  clear  their  distinctive 
nurits.  Iliu-h  art  is  not  essential.  Clearness  of  out- 
line is.  Sometimes  diaurams  are  extremely  heli)ful, 
and  arrows  leadin<r  {,)  the  specific  point  in  the  article 
which  the  writer  wishes  to  emphasize. 

Kven  in  a  reference  catalog  it  is  advisable  to  intro- 
duce the  eirment  of  human  interest  in  the  ])ictures. 
Hats,  shoes,  stockin<)s,  coats  and  other  articles  of  wear- 
in,u-  apparel  are  not  so  effective  when  pictured  alone 
as  they  are  when  shown  on  the  livinu- model.  The  reader 
needs  to  know  how  they  w  ill  look  when  sIk  wears  them. 
Net  we  see  every  day  catalogs  ,.f  manufacturers  that 
Miiiply  show  pictures  of  the  ^i-arments  in  flat  form,  and 
f.iil  to  make  clear  their  construction  or  any  particular 
]»'>ints  in  their  favor.  Additional  interest  iiiay  some- 
be    o})t;i!.'!ed    1)\'    slH>\\!n"'    .•>>!    .••••*!;•!;'    !M    \\::i    ; ■.:•-•■..-:. --.•^-. 

i»r  construction  or  mami 


lure, 


Copy    for   refei-.'nce  catalous   slioiild   l)e  el 


ear,  direct 


r,-2i 


msi\i]sr.    rOHRKSPOXDFATE 


i^5 


arul  mtcvstiMo;.  The  writer's  main  oh  je- t  shouM  he 
to  enr.vey  every  hit  of  irifornuitio,,  that  ^- ill  he  vahi- 
al.le  to  the  prospective  huyer.  He  should  I,.  sM.iple 
"'  la,.i,uao.e  and  exaet  in  his  deseriptions.  He  should 
also  pay  sonu.  attention  to  the  plaeino-  of  the  illustra- 
tions so  that  he  will  not  Mn.l.  when  the  eatTtlo^r  is  eon.- 
pleted,  that  an  artiele  deserihed  on  pa^re  ,7  is  illustrated 
on  page  20.  As  m  an  advertisement,  illustrations  an,l 
copy  shor'  1  he  linked  closely  tf)<.ether 

1(59    D^cripfivc  />ooA/r/.v.-I)c^eriptive  hooklets  are 
intended  for  a  very  different  purpose.     If  thev  secure 
a  s.no-le  order  from  the  reader  thev  have  done*  all  tint 
>.s  expected  of  them.     The  reader  will  not   ke(  ,,  a  <le- 
scnptn-e  hooklet  for  reference  ,,urposes;  conse,,uentlv 
a  stron-er  immediate  appeal  must  he  made  to  hin.    The 
Ixnk  et  must  have  son.e  appeal  of  form,  or  color,  or 
novelty-somcthi.io-  that  appeals  to  his  a'sthetic  tend- 
encies.     The  nature  of  this  appeal   varies,  of  cours.. 
with  the  nature  of  the  article  and   the  class  of  pro- 
spective huyers.     There  are  all  kinds,  rano-juo-  f,o„,  the 
eru.      red  and  hlack  pamphlet  of  the  patent  medicine 
fakir  to  the  d.o-nified  leather-hound  hmehure  issued  hv 
a  cetnetery. 

Whatever  the  form  and  nature  of  the  hooklet,  how- 
ever, there  are  certain  princii)les  that  should  j)e  kept 
m  nnnd  in  its  construction.  First  of  all,  the  „utsi.I. 
cover  should  he  attractive  in  form  and  display.  The 
tyi)e  material  sh.mld  he  so  halanc,  d  that  the  center 
«)l  attraction  is  slinhtly  ahove  the  mathematical  center 
of  the  cover.  Th.e  colors  should  luurmoni/e  with  the 
f'.'clmg  that  is  to  he  induced  in  a  prospective  hnyer. 
Some  people  apparently  think  of  ml  an.l  oreen  as'tiie 

• •::ci,.   ::.;•.  c   .1 1 i i ;u"i iofi    foi"   Uie  u\  cra^c 

eye.     The  red  and  green  comhination  is  the  crudest  .if 


ENCLOSURES    AND    MAILING    CARDS 


;)'Jo 


al!  color  ;i[)peals.  If  the  booklet  is  on  the  suhject  of 
electric  fans  or  soinetliin^  else  v  'th  which  the  sensation 
of  coolness  is  associated,  pale  blue  or  <i[reen  would  be 
iiicie  suitable.  On  the  other  hand,  pale  blue  or  «ireen 
wDiild  not  be  advisable  on  a  booklet  about  «4arinents 
(!!•  anything-  else  that  has  the  su<^<^estion  of  warmth. 
Oian^e,  yellow,  or  i    d  would  be  better  here. 

The  ])ietnres  in  a  deserii)ti\e  booklet  should  not 
!ii|)l\  illustrate  tlu  article.  They  must  show  it  in  such 
w;iy  as  to  appeal  to  human  interest.  They  should 
t.  1!  a  st(  ry.  They  should  brin^-  uj)  to  the  imaoiuation 
111  th'  reader  an  idea  of  the  joy  to  be  obtained  by  usinf^ 
the  article.  An  automobile,  for  instance,  is  shown 
(■linibi[i<,rthe  Aljjs,  or  winning'  the  Vanderbilt  Cup  Race. 
The  Adlerheimer  suit  of  clothes  is  shown  not  oi>.  a 
tailor's  dummy,  but  on  a  .u^entleman  who  is  surrounded 
!)y  l)eautiful  women  or  by  bio-  business  men  like  Car- 
luo-ii  and  KockelVller.  Pictures  that  convey  a  ne<^ative 
111-  an  unpleasant  idea  should  l)e  avoided.  All  the  illus- 
trations should  be  i)leasant  and  positive. 

The  makeup  of  the  pa'_jes  is  a  matter  of  even  more 
importance.  The  illustration^  should  be  so  ])laced  that 
tlicy  will  balance.  There  should  be  no  l()])-sided  or 
liottom-heavy  pa^es.  ( It  must  be  remembered,  in  mak- 
inn-  up  a  booklet,  that  two  pa^^es  facing-  each  other 
must  frequently  be  considered  as  one,  for  the  j)urposes 
i>f  display.  Space  does  not  here  ])ermit  a  len<j^thv 
I  xplanation  of  the  principles  of  arran<rement  as  applied 
to  booklets.  They  should,  however,  be  studied  by  every 
maker  of  bo(»klets,  a;-  wrij  as  every  jirinter.* 

Most  importaiit  of  a  I  is  the  necessity  of  tying  up 
the  copy  with  the  illustrations.     Irrelevant  pictures  or 


*A   <  iluiihle  treatise    for    tlii< 
f  AihiTtising  Arninneni.iit." 


piirpiwe    is  Frank  Alvah   I'arsons'   "Principles 


526 


BI'SINKSS    (OUHKSl'ONDKXci.: 


rMi- 


■4i 


Mil 


"seless  nn,an.(.„ts  must  „ot  he  put  ,„  simplv  to  fill 
spacr.  Kvrry  illustration  slu.uM  f.,  rdatnl  iu  souw 
way  t„  th.  ropy  au.l  tlu-  rclatio,,  slioul.!  he  n.aclo  ahsu- 
iHtely  Car.  Tlu-  reader  shuul.l  nut  I  e  en,:  pelled  tu 
.stopan.iouessuhatthe  pieturcisahuMt.  Illustrations 
;|'"'  ^-Py  s  H.uM  (it  ead,  other  as  if  Ihev  -vere  nia.le 
for  each  other. 

Tl.c  copy  uF  a  descriptive  hooklei   should  he  adapted 
o  tlu-  huyn.o-  elass.     The  General  nuthod  of  doin Jtl.is 
'as  already   heen  descrih<.d  an<l   need  not   he  repeated 
Here.     Jn  all  eases,  however,  the  copv  should  possess  a 
real  human  interest  that  orips  the  reader.     Even  the 
manufacfn-e  of  cast  iron  pipe  can  he  made  the  SMl)ject 
of  an  al.sorh.no-  story.      How  n.ueh  more  can  mini,,., 
propositions,  real  estate  and  modern  inventions  he  in'^ 
vested    w,th    ronuu.ce!      In    ahnost    every    i,roposition 
there  is  a  story  if  the  uriter  will  hut  look  for  it      A 
iHoh-^nule  jewelry  concern   in   \ew    York  once   pro- 
duced a  series  of  ariistic  hooklcts  in  which  each  of  the 
MTll-known  jewels   was  oivci  a  leoend.     It  n.ade  an 
eftective  appeal  to  sentin.ent  an.l  imagination. 

Ihe   descriptive   hooklet   should   have   a    title       The 
c-hiet   re(,u.rements  of  this   title  are  that  it   should   ho 
short,  attractive  ar,d  apt.     Fsuallv  it  should  not  con- 
tain more  than   four  words,  for  this   is  the  limit   that 
can  he  grasped  instantaneously  hy  the  avera«-e  mind. 
1  Me   words    used    should    Ik-   concrete   an.l    su^.^restive. 
Ihere  should   he   no  general    terms   such  as   ''A  safe 
investment,"  or  "How  elothino-  is  made."     Better  are 
snch   titles   as  "Kmn.   AVool   to  Cloth,"   "From   .Afine 
to  Milk -"Where  Paper  Is  Made  of  Men.--    The  title 
should  helono-  to  this  particular  proposition  and  to  no 
other.      Such    a    title    as    "Hy    Wav    ^f    Gettin.r    An. 
cjuamted    ,s  l.ad  hecause  it  might  apply  to  pianos,  floor 


KXCLOSFRES    AM)    .MAILING    CARDS 


crc  IS  IK -tiling 


oils,  typewriters,  or  trust  companies.     Tl, 

apt  aliout  it.     The  title  should  helon^r  not  only  to  this 

p.irtieular  pro|)f)si^ion,  hut  also  to  this  ])articular  hook- 


|.  t.      It    should    have  some   ref'erenee  to   th 


e   contents. 


I  TO.  Kv'idciicc  (-> 


o.sitrcs. 


Kvid 


ence  enclosures  are 


ndverned  hy  much  tiie  same  i)rinciplcs  a^  .•i|)ply  to  de 


script ive  calalo^s  and  hooklets.     Since  tl 


lev 


are  t 


o 


pre- 


sent Tacts,  however,  they  should  strive  for  ahsolutc 
clearness  of  presentation.  There  is  no  room  for  ima<ri- 
natinii  or  suo-^-estion,  and  fine  writin^r  sji„i,hl  l)t'  avoided. 
Am  im])(irtant  point  is  the  disj)lay.  Statistics  can  fre- 
(|M(iitly  he  i)laced  to  the  hest  advant;.^e  i>i  tahular 
t'nrin.  Still  hetter  frequently  is  the  o-rajjliic  method  of 
presentation,  where  the  comparative  size  of  two  nuni- 
licrs  is  shown  l)y  the  comparative  size  of  tAvo  scpiares 
or  circles.  In  presenting-  evidence  the  point  must  be 
so  clearly  hronoht  out  that  the  reader  cannot  possibly 
miss  it. 

Testimony  may  be  ^iven  either  in  a  l^ooklet  or  in  the 
loriii  of  separate  insertions.  It  is  usually  wasteful  to 
send  a  business  man  a  lar<re  nund)er  of  i'ac-simile  let- 
ters. One  or  two  well-chosen  are  better  than  a  dozen. 
K\cn  in  a  booklet  of  testimony  it  is  not  wise  to  crowd 
too  <rreat  an  amount  of  material.  Some  cynics  tell 
IIS  that  nowadays  only  old  ladies  and  hypcK'hondriacs 
nad  testimonials.  They  arc  still  useful,  however,  if 
they  come  from  an  authoritative  source  and  are  short 
and  incisive. 

A  better  method,  since  it  is  less  commonly  used,  is 
the  reproduction  of  cheeks,  repeat  orders  and  other 
'  videnees  of  the  value  of  the  ^mods.  Fac-similes  of 
tliis  kiml  make  a  very  effective  form  of  stuff er  if 
stuffers  are  to  be  nsprl.  Tint  \hni'  omct  Koo,.  ,^.,  +u^;- 
lace  the  evidence  of  genuineness. 


>L>8 


BT'SINKSS    COKUKSl'OXDKNCE 


I  •  11'' 


11* 

i 


Samples  form  one  of  the  best  kimls  of  enelosures 
provided  tliey  are  properly  used.     They  shouhl  ab    ' 
be   aeeompaiiied    l»y   some   explanation   or  deserij 
that   will   point  out  their   ofuxl  (jualities,  or  direei 
for  testin^^  them.     Some  ineentive  should  be  •jj'iven  tor 
keepin^f  the  sam])le.     A  building''  eontraetor  who  finds 
in  his  mail  every  day  a  lar^e  assortment  of  samples,  of 
painted    or    varnished   bloeks  of   >vood.   pieees  of  tile, 
tin  and  slate  roof^n^^  and  other  buildinn-  materials,  is 
very  likely  to  ^ive  them  to  his  little  Ixn   to  plav  with. 
lie  will  not  do  this  if  explanations  are  attaeheil  which 
show  him  tJie  value  of  the  article  and  arouse  in  him 
a  desire  to  lest  it. 

171.  Order  hlank.s  and  wiscrlhuwdiis  cnclofinrcs. — 
An  order  blank  is  one  o,"  the  most  necessary  of  all 
enclosures.  Sometimes  it  is  merely  a  coupon  attached 
at  the  bottom  of  the  letter.  In  other  cases  it  is  a  more 
or  less  elaborate  form.  The  ideal  order  blank  would 
be  one  that  is  ready  to  niaiL  AM  order  blanks  should 
aj)proach  that  ideal  as  nearly  as  possible:  in  other 
words,  they  should  not  re(|uire  of  the  reader  anv  more 
exeriion  than  is  absolutely  necessary.  A  lono-  slij)  ol 
pajxr  cheaply  jirinlid  with  many  ruled  colunuis.  with- 
out any  ex|)lanation  of  their  use  is  likclv  to  be  an 
obstacle  to  orders.  The  blank  should  be  simple  and 
convenient  and  should  contain  every  bit  of  information 
that  is  necessary  for  the  one  who  fills  it  out.  Spaces 
should  be  clearly  desinuated  for  the  rnimb;  rs.  descri|)- 
tioii,  ^\/v  and  other  ditails  of  the  .••■•iele  ;ind  for  tlic 
address  of  the  buyer.  Kven  fnen  ten  per  cent  of  thosr 
who  order  will  luA  fill  it  out  eoirectly.  All  unneeessarv 
strain  on   the  ir  min(K  nuist   be  axoided. 

There   are  many   iuiscell;meoiis   iiielosiucs  that   can 
not    be  el;issifi((|   under  an\    of  the  abo\e  heads.      Tlu 


KXCLOSrUES    AND    MAILING    ('AHI)S         oL>U 


I 


majority  of  them  are  Intended  as  a  direct  stimulus  to 
.iction.  Some  are  in  the  nature  of  an  artiele  to  he  used 
ii\  tlie  receiver,  such  as  a  blotter,  calendar,  memo- 
r:m(iiim  booh  or  something-  of  this  nature.  Sfmietimes 
;i  guarantee  ta<j^  is  enclosed,  showing-  the  nature  of 
the  guarantee  .^iven  upon  the  article;  in  other  cases, 
a  uuaranlee  in  the  form  of  a  fac-simile  bond. 

Certificates  entitHn<>-  the  receiver  of  the  letter  to  a 
(crtain  discount  if  the  order  is  received  before  a  ^ivcn 
(late  are  often  a  more  effective  stimulus  to  action  than 
the  statement  in  the  letter  that  such  a  discount  will 
iif  niven.  The  certificate  is  a  concrete  and  tan<rible 
evidence  of  value,  and  many  people  find  it  hard  to  throw 
it  away.  It  is  too  much  lik  throwin^^  money  away. 
This  form  of  enclosure  should  not  be  used  in  writing 
in  business  men.  A  similar  enclosin-e  is  the  mft  cer- 
lilicate.  to  be  used  in  case  the  article  is  suitable  for 
|)resentation  purposes.  If  it  is  sulliciently  attractive 
the  reader  is  very  likely  to  wish  to  use  it.  Xumerous 
(itliir  novelties  mi^ht  be  mentioned  which  mak»-  ef- 
tVctive  enclosures.  These,  liowever,  will  serve  to  il- 
histrate  the  tyj)cs. 

172.  Mailiii;/  cards  ami  folders. — Printed  material  is 

an  effective  substitute    for   leltcrs   in   many    follow-up 

caiiipaiju-ns.     The  fact  that  there  is  less  of  the  persotial 

( It  iiient  in  this  material  is  compensated  bv  the  frrcater 

liossibilities  of  attraction      A  dash  of  bright  color  and 

a   <atchy    phrase   may    y-et    tlie   eye   and    stimulate   the 

ciiiiosify  of  the  nader,  so  that   he  will  look  inside  the 

liililer    for    fui-thei-   information,      (i.tod   cards   can    be 

|M.iduccd   cheaply,  and.   as   the   ratine   of   size   is    |)rac- 

titallv  uidimitcd.  Ihcv  (an  be  used  for  cither  a  lou"-  or 

a  ^lloI•t   mcssaj4-c.      Imcu  if  one  uiesNa^c  does  not   reach 

the  mark,   the   n-  \t    mav   do   so.  and   in   an\    case   the 
I\-;it 


l» 


if 

4 


m 


;}() 


BI'SINKSS    ('(mUKSPONDKNCK 


hi  : 


i  ini 

1  i    M ; 


f()?rc  of  repetition  is  likely  to  have  sonic  effect.  A 
calendar  concern  may  very  profitably  nsc  a  series  of 
l)ietnre  post  cards  to  illustrate  sonic  of  tlicir  attractive 


dcsio-ns. 


More  frc(iiiently  nsct'nl  tlian  the  simple  post  card  is 
the  card  with  return  card  attaclu-d.  'Vhv  h.st  form  <,[' 
this  is  one  in  which  there  is  a  hrieC  hut  concrete  dc- 
scrijition  of  the  article  on  one  half  of  the  card  and 
an  apj)roval  blank  on  the  other.  The  return  card 
sh:)ul(]  be  easy  to  d<  tach.  and  sending-  it  should  not 
coininit  the  sender  to  anythino'  cxcejjt  an  examination 
of  the  article.  Maoazines  have  frc(|uently  made  this 
one  of  the  best  forms  of  securing'  subscriptions. 

Human  ingenuity  has  i)roduced  an  almost  innumer- 
able variety  of  dc\  ices  of  the  niailino-  card  class.  Cir- 
culars for  dealers  an  fre(|uently  in  the  nature  of  colored 
folders  containin<>-  a  lac-simile  rej)roductioii  of  an  ad- 
vtrtisement  inserted  in  some  national  magazine  which 
will  indicate  to  the  dealer  the  demand  that  is  beiiio- 
created  for  the  ^r„(,ds.  Kven  such  an  extreme  form  as 
an  envelope  of  the  si/e  that  is  commonly  used  for  birtli 
announcements  is  sometimes  found  in  a  IVdlow-uj)  sys- 
tem. This  will  fre(iuently  be  followed  by  another  tii- 
\eloj)e   of   yi^antic   size. 

IT.'J.  Di.sp/d//  in  jnhhrs  and  letters.  Whatever  the 
nature  of  the  maihiiii'  eireulars,  the  outside  must  have 
on  it  son.etbiti;^-  that  will  stimulate  curiosity.  This  is 
usu.'dly  in  the  nature  of  a  picture  of  some  kii.d.  or  a 
title,  or  the  fragment  of  a  sentence  which  is  contini.td 
nisidc  the  cii-eidar.  If  a  |)icturc  is  UMi\  it  must  nut 
l)e  Minply  some  urotrs.jiic  cartoon  that  lias  absolutt  h 
no  eoniKction  with  the  ;irti(dc  ad\(rtiscd.  It  ;|i(Mild 
be  somcthinn-  tha!  will  make  the  reader  lo<.k  and  lli.il 
wdl  lia\e  sonic  >i-iii(i(aticc   lor  him  after  he  has  read 


S   of 
I'tivc 


•(I    is 

11    l<\' 


(Ic 


illlll 


iinl 


not 
tioii 


til 


IS 


lur- 


)re(l 


ad- 


iii'l 


1  as 


irtli 


>\s- 


cii- 


tlu- 


l\C 


S    IS 


r  a 


lid 


not 

tlv 


EXCLOSFRKS    AM)    .MAIMXC 


i    C.MtDS 


o.'jl 


tlu'  text  inside  tl 


le  e.ivular.      If  it  is  a  title,  it  slio.ild, 
like  the  title  <.|  a  l„.(,klet,  i,e  sliort.  attraetive  and  apt 
II   |)...ss.l,le.  It  should  :,ave  the  -You'  appeal.     Haek- 
"ved    titles   like   "Look    Inside 


A     H 


li"- 


n 


a\  I) 


ided.     Miicji    hett 


1) 

aroain,"    "Stanethiiiu'    \ 


on 


M 


ISS 


Tl 


lis. 


fw."    should     I 


le 


vv    -ire    titles    like    the    Toll 


Vl.nt.$I  Will  Do,— Story  of  a  Yankee  I 


ind  the  like.     Tl 


owino- 


nvention 


le  re(iiiirernents  of  fra<>rnents  of 


tcnees  are  very  similar.     Tliev  should  I 
apjiear    personal    to    the    read 


sen- 


)i    il 


er, 


If  Y 


Tl 


le 


)e  eonerete  and 
I'ollowiim    are 


oil 


'lew,     "On  .Taniiarv  17,"    Tl 


the  Reason  Why,"  "Hc-ardin^-  ^'our  Sales 


ere  s 


ter  Day's  Work,"  "AVill  Your  \ 

papers  on  Mareh  1(5  r"    All  these  titles  anddi^iil 


A   IJet- 


unie 


li 


e  III 


should,  of 


course,  he  eloselv 


the  X 
l)lay  1 


eus- 


iiies 


to  l>e  found  inside  the  eireular, 
It   has  not  heen   found 


eonneeted  with  the  material 


I"  refer  to  the  displav  forms  f 


neeessary   in  tliis  disei 


ission 


l<tUrs.     Man V  sales  lett 


reiiuently  found  in  sal 


es 


<'"ieerned,  merely  eireulars.    Tl 


ers  are,  so  far  as  eonstruetion  u 


III  lia\ 


ley  res  inhk.  letters  only 


"lo-  faesimilc  typc-wHtin-  instea.l  of  re-ul 


'i'liey  have  head  lines  at  tl 


'llier  displav  feat 


ir  print- 
H'  top  and   frecpientlv 


'•(■(|iiiienients  for  sueh  lett 


iires  in  the  jiodv  of  the  lett 


er 


T 


the  mailin^r  (.;,.<.,, |.,,.^  ^^1,,^.,,  j 


<'rs  are  very  similar  to  tli 


ose 


o| 


lie  cliief  diff'i'rene 
itside. 


c  IS  that  the  titl 


lave  just  heen  di-'-iissed. 


V  is  inside  instead  of 


IIKI 
hat 


:& 


CIIAPTKK  XV! 

F'OI.LOW-LJl'    SYSTEMS 

174.  AVrm////  o/  careful  plan ning. —  Good  sale  let- 
ters and  follow-up  letters  are  rare;  ^^cod  systems  arc 
even  rarer.  The  plannin^r  of  a  follow-up  system  re- 
(piires  scienee  })lus  experience.  The  actual  'constru< 
tion  of  the  letters  recpiires  art.  The  plan  is,  in  i  any 
cases,  more  importaiit  than  the  execution;  and  it  may 
frequently  he  devised  hy  a  man  who  is  unai  -  himscf" 
to  write  the  letters.  Ik-fore  a  single  letter  is  wr!^  en, 
the  system  should  he  carefully  determined,  or  even  the' 
most  effective  letters  will  i'ail. 

It  must  he  recognized  at  the  outset  that  no  one  system 
of  fol!ow-up  letters  is  suitaMe  for  all  rases;  and  indeed 
that   there  are  many   things   whieh  cannot   he  accom- 
plished   hy    any    system    r,f    fol|„w-up    letters.      Some 
writers  have  advocated  the  use  of  four  letters  as  the 
ideal    numher   in   a    follow-up   campai-n;   others   have 
asserted   that  the   hest   results  canriot    he  secured   with 
less  than  seven  or  ei-ht.     Such  statements  involve  the 
Imn'tations    of    in(hvidual    e\|)ericneo.    and    are    hased 
upon  an  inade(|uate  conception  of  the  f(,ll„w-up  idta. 
Some  f.,llow-up  systems  should  have  two  letters;  others 
should  have  as  many  as  tw.nty.     Sc.uic  should'  he  <m 
exptusixc     tweutyfour     pou„d     h,„id      paper;     otli.r-, 
should  he  ch(ap  mamla  mailinjr  fold,  rs. 

The  method  ui  (  ach  individual  ease  is  hest  determined 
hy  tests  a. id  experieu(r.  These  are  not  always  avail- 
ahle   to  a    man    who   is    he^ri„„ino.   |,is    follow-up   work. 

5a2 


FOLLOW-UP    SYSTlvMS 


533 


.111(1  it  is  unsafe  for  him  to  take  the  experience  of  others 
as  a  ^uidc.  The  i)roi)ositions  may  not  he  simiUir.  He 
should,  therefore,  study  carefully  his  own  situation  and 
■  ill  the  factors  involved.  Writers  who  simply  know 
what  the  article  i;  and  tlu  ii  try  to  write  three,  four,  or 
any  other  arhitrary  numher  of  letters  to  sell  it,  make 
fuMjuent  nn'stakes  and  rarely  reach  the  highest  point 
of  '  iHciency. 

I7ii.  Purpose  (tf  the  sj/stcm. — Tliere  are  four  impor- 
tant f.M'tors  to  he  considered  hefore  planning  a  follow- 
ii()  system.     These  are  as  follows: 

L     The  pur]<ose  to  he  MCComj)lished. 

-'.     The  cost  of  the  article  and  the  margin  of  profit, 

3.  The  nature  of  the  ])roposition,  ]>artieularly  in 
icference  to  the  amount  of  educational  work  reciuired 
hy  it. 

4.  The  class  of  prospects  and  the  source  from  which 
they  were  ohtained. 

We  shall  consider  each  one  of  these  factors  in  turn. 

The  ])urpose  may  he  to  sell  the  article  di.'cct  to  the 
(•i)iisi,iner.  Staple  articles  would  not  usually  })e  handled 
in  this  way.  The  article  handled  in  this  way  would 
usually  ')e  a  novelty  or  specialty,  for  which  no  repeat 
nrders  coi.id  he  expected.  A  long  series  of  letters  would 
Mdt  he  used,  therefore,  cxcej)t  in  rare  cases.  Even 
the  great  mail  order  houses,  whether  hatidling  an  im- 
mense variety  of  articles  or  simply  a  singk  line,  such 
as  elothing  or  ieweliv,  usiiallv  find  that  a  loriir  series 
of  letters  rhu's  Hot  pay,  in  spite  of  the  rejuat  orders 
they  hope  to  si-eure.  T!ie  mail  order  houses  cannot, 
as  a  rule,  do  Imsiness  m*  "e  cheaply  than  the  retail  mer- 
ehatit.  They  cannot,  therefore,  use  a  long  series  of  let- 
ters to  secure  the  initial  ord<r.  The  i-atalog  must  per- 
Innu  most  of  the  functions  of  salesmen. 


534 


HrsiNKSS    ("ORHESl'ONDEXCE 


C  n  the  other  hand,  if  the  oanipa,Vrn  is  to  seeure 
dealers  or  ao-ents  for  the  artlele,  a  lono-er  series  of  let- 
ters may  he  fon,.]  useful.  There  are  other  purposes 
vl-h  allow  the  use  of  a  longer  series;  for  example, 
tiie  purpose  ot  seeuri„o-  advertising-,  the  purpose  of 
seeur.n^-  eo-operation  vvith  dealers  or  salesmen,  and 
so  on. 

W    Margin  of  y;ro///.-The  n.ar^in  of  profit  is  a 
vita    element      If  the  ^ross   profit  on   a  sale  is  onlv 
M.(  0,  ,t  .s  dear  that  a  Ion.  series  of  expensive  letters 
^•ould  not  he  made  to  pay.     Supposino-  the  average  eost 
ol   eaeh    etter  to  he  4  eents  or  .$40.00  a   thousand,  a 
series  of  five  letters  would  have  to  produee  over  twentv 
per  eent.  orders  in  order  to  eover  the  hare  sellino-  ex- 
pense.     Ihere  is  no  use  in  hopino-  for  the  n.iraeulous. 
A  series  of   two  letters,  more  eheaply  prepared,   hut 
«.v,no-  a  stronger  ineentive  for  l,uyin«-,  would  prohahlv 
!       IT']'-   ..''•"''^'"'^'^^'    I'^'Per,    improxed    qualitv    oV 
nuitehed-m     address,  and  other  details  of  fi„isi;  fre- 
quently  produee  a   hi^luM-   pereenta^e  of  orders;   hut 
they  rarely  do  so  at  a  lower  eost.     If  the  margin  of 
P'-oh     .s  small,   the  increased  eost  of  .seeur.ng  orders 
may  he  sufhe.ent  to  wipe  it  out  entirelv.     In  anv  ease 
the  person  who  plans  a  ean.paign  should  eount  upon 
avenige  response.  ,)ot  upon  extraordinarv  response. 

1  /  / .  A  aturc  of  flu-  proposition.  ^Ahhou^rh  the  (lues- 
ion  of  n.oney  eost  ar.d  n.aroin  of  profit  is  of  i„,por- 
tanre  u,  defernnnino.  H.e  length  of  the  ..unpaiun.  it 
•nnst  noM,e  foroo,  ten  that  son.e  ean.paigns  of  afew 
i^ycrs  on.y  are  useless.  The  work  reciuin.i  to  s-ll  the 
;""^""'^'  •;;:  l'7P"*""*'""  '-aMnot  l...  aeeon.pi.slud  in  a  short 
;""■  '  :'  '^";^^^-  ''m<.u.;|  of  edueative  work  has  to  he 
I '•''-•'■•'''•lyl;;.^e-unpaign  is  usually  neeessarv.  and 
't  """I'J  'h'  '-I'sh  to  take  Ihe  results  of  Ihe  first  letter 


FOLLOW-UP    SYSTEMS  535 

ur  two  as  a  fair  index  of  the  number  of  returns  that 
may  he  expeeted  from  the  whole  series. 

It  does  not  take  mueh  ar^niijient  to  sliow  the  value  of 
a  fountain  pen.  If  the  prosj)eets  can  l)e  reached  at 
all  they  can  he  reached  with  a  very  few  letters — even 
one.  \\'itli  (lictatin<r  machines,  addressing  machines, 
and  other  new  and  comparatively  unfamiliar  devices, 
the  case  is  different.  With  thin^rs  of  this  sort  it  is 
generally  found  that  the  hi<>hest  percenta^a-  of  re- 
turns is  not  reached  until  the  fifth  letter.  Frecpiently 
the  percenta-'e  of  returns  on  the  sixth  and  seventh  let- 
U  rs  is  greater  than  on  the  first,  second,  or  third. 

liefore  the  campaign  is  decided  upon,  therefore,  the 
nature  of  the  i)rop()siti()n  should  he  carefully  examined 
and  analyzed  in  all  its  asi)ects.  The  saJne  sort  of 
analysis,  by  the  way,  is  likewise  necessary  before  under- 
takm^-  an  advertising-  campaion.  The  factors  given 
l»il()w  are  the  most  important  in  relation  to  the  article 
itself  in  detennininK  whether  the  series  of  letters  should 
Ik  lono-  or  short.  ( Hy  a  l()n<>-  cam|)ai<rn  we  mean, 
generally  speakin«i',  a  series  of  five  or  more  letters.) 

Is  tlie  article  very  novel  and  unusual:'  If  it  is  so 
IK  w  that  its  use  and  value  have  not  become  gener  .llv 
Iviiown,  a  lon<r  campainii  will  probably  be  necessary. 
It.  on  the  other  hand,  similar  articles  are  familiar,  aild 
tills  particular  article  has  only  one  or  two  jjoints  of 
•  ii^lirictive  superiority,  a  short  camj)aion  will  be  enounh. 
liius  a  noii-leakable  fountain  ])en  would  recjuire  onlv  a 
^!|^rt  eampai-n.  A  '.aeuum  cleaner  might  require  a 
I'liig  one. 

U'lll  desire  alone  be  sufJieie?il  to  induce  buving:'  If 
il  will  not.  then  a  lonu  eam|)aign  will  probably  \k- 
'Kcessary.  Thus  it  would  be  folly  to  try  to  sell  land 
11  I'lorida  or  Texas  or  Oi    I'on  to  (leople  in  Ww  \ortJi- 


y.iG 


IJUSINESS    ("ORRESl'ONDKNCE 


i 

i  I 


luM 


it'- 


ly ; 


east  l)y  a  sliort  canijiaigii.  Xo  matter  liow  ardently 
they  nii^lit  desire  to  have  a  profitable  orehard  or  t'ariii 
in  one  of  these  ref^ions,  they  would  need  to  he  eon- 
vineed  of  the  safety  of  the  proposition  before  they  could 
be  indueed  to  ijuest.  The  same  mi^ht  be  said  of  min- 
ing stoek  or  any  otiier  investment  ])roposition. 

Are  there  prejudices  to  overcome?  If  so,  then  a 
lon<^  eanipaitjn.  Physicians,  for  example,  have  a 
])reiu(liee  against  spring  instruments  for  man  '  forms 
of  tests.  They  are  more  accustomed  to  mercurial  in- 
struments, and  a  campaign  tc  sell  them  a  spring  in- 
strument necessarily  recpiires  several  letters. 

Is  the  price  high  enough  to  be  a  barrier^  If  the 
business  man  has  been  getting  along  without  accident 
insurance  or  business  insurance,  it  may  be  necessary  to 
use  a  long  campaign  to  show  him  the  necessity  of  it. 
So,  lit  "wise,  if  he  has  been  getting  ah)ng  with  box 
filing  cabinets,  it  may  take  a  h)ng  campaign  to  induce 
him  to  change  to  the  more  expensive  vertical  system. 

Is  the  competition  strong;'  If  the  article  has  a 
monopoly  in  its  lie'  ',  because  of  patents  or  copyrights, 
or  for  any  other  rea  -wu,  a  long  campaign  is  not  usually 
necessary.  I  f  there  are  other  similar  articles  i?)  the  field, 
some  of  them  strongly  entrenched,  ])re|)aration  must 
be  made  for  a  long  siege.  A  new  eoneern  attempting 
to  sell  cash  registers,  stoves  or  automoliiles  by  mail 
would  need  to  ordir  its  paper  bv  the  ton. 

'I'hese  factors  are  tiot  all  that  may  be  considered 
before  undertaking  a  eam])ai^n,  but  tin  y  are  the  most 
important,  so  far  as  the  artiek-  itself  is  conei  rned.  It 
all  resolves  itself  into  a  (piestion  of  the  amount  ol 
educational  work  iliat  must  be  done.  If  the  market 
is  all  ready  f(ir  your  aiiiele,  if  the  neid  has  beeoiiic 
general  and  is  nianires',  then  it    would  be  wasteful  to 


I'OLLOW-UP    SYS'l'EMS 


537 


use  a  long  series  of  letters  trviiii^'  to  sell  the  article.  If, 
on  the  other  iiaii<l,  the  a(i\antage  of  your  artiele  is 
not  immediately  apparent,  it  would  he  e(jually  unwise 
to  .',e'd  one  or  two  letters  and  let  it  gx)  at  that.  Your 
|)ros])eei.s  nuist  be  educated  up  to  the  point  where  they 
will  huy. 

17H.  Cldsscft  of  prospects  and  lioxc  secured. — The 
nature  of  the  follow-up  system  depends  also  to  some 
t'xtent  on  the  kind  of  peo})le  to  whom  it  is  sent.  The 
eonstrnetion  and  tone  of  the  letters  and  other  material 
to  he  sent  to  different  classes  have  already  been  con- 
sidered. But  in  'iddition,  the  len»th  and  nature  of  the 
tumpaign  differ  wit!i  different  classes.  As  a  rule,  it 
may  he  said  that  the  easier  a  name  is  to  obtain,  the 
harder  the  work  of  the  follow-up  series,  and,  therefore, 
the  lon<ier  the  series,  l^roniinent  business  and  pro- 
fessional men  and  dealers  have  their  names  on  so  many 
[)ul)lished  lists  that  they  are  comparatively  easy  to  se- 
cure. These  men,  therefore,  receive  a  lar<>e  amount  of 
mail.  iVny  proposition  ]>rcscnte(l  to  them  will  receive 
r(.lali\ely  less  attention  than  the  same  ])ro])osition  ])re- 
scnted  to  the  workingman  or  clerk.  For  the  latter, 
one  or  two  letters  may  be  enouijii  to  secure  all  the 
r('sj)()?ises  tiiat  are  possible;  I'or  the  former  a  lorifi-er 
cainpaign  and  one  entirely  diff'erent  in  character  is  the 
I'fiK-  kind  woi'th  consider'nu". 

it  also  makes  ;i  ditfei'en<'e  how  the  list  is  secured. 
A  man  who  has  replied  to  an  advertisement  is  worth 
.1  lon;^er  series,  and  should  receive  a  longer  series,  of 
lollow-uj)  letters  thiui  a  man  who  has  shown  no  interest 
111  the  proposition  at  all.  If  lie  has  sent  a  few  cents  for 
1  l)ooklet  or  sample  he  is  even  moi'c  valuable.  There 
:ire  exceptions  to  this  rule,  of  course,  but  within  the 
•  iMie  class  of  j)-ospeets   it   holds  i^ood. 


-J 

■I 


»38 


lUJSINKSS    COUUKSl'ONDKNCI.: 


^ 


The 


source  of  the  irKiiiirv  is  jilso  a  factor.     A  mail 


order  piihlieation  may  i)ro(hice  iii(|Miries  at  five  cent^ 
apiece;  these  are  of  less  value  i)rohal)ly,  at  least  '  )r 
the  purposes  of  a  business  man.  than  in<|uiries  produced 
Ml  a  more  e.\})ensive  i)ul)lication  at.  let  us  say,  tiiirty- 
five  cents  each.  In  the  latter  oroup  there  would 
prohahlv  l)e  fewer  curiosit 


V  seekers. 


ver- 


it> 


From  this  it  is  evident  that  the  nature  of  the  ad 
1^-  cami)aiori   has   some   etrect    u})on  the   natin-e  of 
le  follow-uj).     If  the  policy  of  the 


tisir 


tl 


concern  is  to  insert 


ach 


ertisements    in    publications    that    prod 


uce    m- 


(juiries  at  the  smallest  nossihle  cost,  it 


may  produce  a 
ess  incpiiries. 


lar^e  proportion  of  comparatively  worthl 

If,  on  the  other  hand,  it  wishes  to  concentrat 

class    which    will    provide    the    largest    proportion    of 

buyers,  it  may  use  certain  trade  or  class  i)ublications 


upon  the 


that 


produce  in(|uiries  at  a  slinhtlv  hinher  cost. 


iiKpiiries  deserve  a  lon^-er  follow-up  ser 


uc 


les. 


Tl 


le   advertisement    itself   must    be   tak 


sideration.    Mystery  copy — that  i 


en   into   on- 


s,  copy  that  j)i(iues  the 


curiosity  and  does  not  tell  much  about  the  article— d 
not  produce  in(juiries  that  are  so  valuable  as  those 


oes 


pro- 


[  duced  by  coi)y  that  tells  mor.,'  about  the  proposition 


The  latter  class  of 


nu|un-ies  is  worthy  ol'  a  longer  f 


offow 


up  series  than  the  former.  Si 


)me  advertising  men  simply 


re- 
icn. 


set  out  to  ])roduce  as  many  inciuiries  as  possible.  1 
quently  they  do  this  by  misrepresentative  cojjy.  Tl 
d"  the  follo\v-u|)  system  does  not  produce  satisfact 
suits,  they  put  the  blame  upon  the  sales  departmenf, 


whereas  in  reality  the  advertisement  was  at  fault. 

Hy  way  of  summary,  then,  let  us  say  that  the  follow- 
up  system  de|)ends  ujjon  the  follouin'^'  factors: 

1.  The  purjiose  of  the  system. 

2.  The  cost  of  the  article  and  the  marni,.  „f  profit. 


FOLLOW- i;i'    SYSTEMS 


539 


.•{.      'I 


lie  nature  of  the   |)n)i)ositi(>ri,    i)artioii]arlv   in 


n  tVreiiee  lo  tile  ainniint  of  edueational  worl 


lev  are  ^eeured. 


!■.     Tlie  class  of  j)ros|)eets.  and  how  tl 
I71>.   Til  pes  of  folloxc-iij)   s//.st('m.s.~'V\Hvv   are   t 
types  of  f()llo\v-ii|)  systems:  the  eanij)ainii  svst 


wo 


main 


.iiiil  the  eontiniious  svsteni.     The 


em. 


onlv   one    \w    ha\  e    thoi 
(1 


eampasoii  system  is 
rou^hlv   considered    in   the 


rhl 


.ailier  discussions.     This  is  a  definitely   planned  series 
•III  hen-innino-  to  end.     The  whole  theory  of  educat 


Ir 


ive 


work  rests  n|)()n  this  form. 

Tite  continuous  system  is  not  so  definitely  ])lanned. 
In  many  cases  it  is  simply  eo-operativc  in  nature.     It 

rps   in   touch   with   dealers   and   with  advertisers-   it 


Kt 


Liives  them  timely  news  that  is  of  imi)()rtance  to  them 
111(1  to  the  writer;  sometimes  it  nu  relv  "ives  them  what 


i.ulit    he  called   the 
MHiilar   to  the   "I 


iiliui 


iiaiH 


1."      I 


n    purpose   it   is 


louse  oro-an     or   magazine   issued   hy 
some  concerns,  and  in  many  cases  th»   house  or<)-an  ulti- 
mately takes  the  place  of  the  follow-up  letters. 
Some  concerns   of  course,  use  the  continuous 


foil 


o\v- 


s.    /Vn  ocean  trans- 
th 


1  wi 


lip  in  dealing-  directly  with  customer 
pnrtation  line,  for  example,  would  keej)  in  toucl 
prosjjcets  hy  a  continual   follow-up.  and  call  to  <:heir 
•itfention  the  different  trips  that   the  company   is  ar- 

laii.U'in^-. 

\\itli  its  clients 


In  the  same  way  a  hank  might  kv^'j)  in  touch 


ri 


lere 


is  another  type  of  continuous  follow-up  that 


1^  sometimes  called  a  'wear-out 


series. 


Tl 


lis  IS  a  series 


{•('I 


M  lit  out  to  a  list  of  prospe'-ts  until  there  is  no  longer 
Miy  chance  of  securinu-  [hv  order.  It  is  hest  used  in 
mection  with  stai)le  articles,  like  furniture,  which 
li.i\e  few  talking  points.  Its  success  de|)en(is  largely 
i'|'<"i  the  timeliness  and  the  force  of  the  individual 
IJter. 


j.Mi 


MICROCOPY    RESOLUTION    TEST    CHARi 

■  ANSI  ai.d  IbO  'lSI  chart  No    1 


1.0 


I.I 


130      "^^^ 

I"   1^ 


IIIIM 

1.8 


1.25 


1.4 


_A      APPLIED  IM/1GE 


.340 


BUSINESS    CORRKSPCNDFA'CE 


In  the  "wear-out"  I'ollow-up  there  is  no  climax.  Each 
letter  is  a  direct  atteini)t  to  ^t>et  the  order;  one  from 
one  an^Ie.  .\nother  fp .'  another.  The  letters  may  he 
written  hv  many  different  persons  and  each  one  is  in 
effect  a  separate  pro})osition. 

In  selling-  a  set  of  hooks  hy  this  method,  f(.r  example, 
one  letter  mi^ht  emphasize  the  pleasure  of  the  family  in 
havin^^  a  set  of  "Handy  Classics."  It  would  appeal  to 
the  parent  instinct,  and  the  love  of  ^ood  reading.  An- 
other mi<4ht  appeal  to  the  i)ride  of  havin<^-  heautit'ul 
thitigs.  Still  another  mi^ht  ai)])eal  to  the  har^ain  in- 
stinct. Xo  one  of  these  a))peals,  perhaps,  would  reacli 
all  the  i)ossihlc  hnyers.  Together  they  get  all  the  ])()s- 
sihle  huyers:  they  get  every  hit  of  juice  out  of  the  list. 

The  hest  feature  of  the  "wear-out"  series  is  the  ])os- 
sihility  of  stoi)ping  it  at  any  time.  Vet  it  sometimes 
hap])ens  that  one  letter  shov.s  a  loss,  and  the  next  one 
from  a  different  angle  sliows  a  considerable  ])rofit. 

180.  Pldtiniiu/  (Iw  iitdhidiial  in(iiliii</  y^/Vcc.v. — The 
other  factors  in  the  system  to  he  considered  are  the 
number  of  i)ieces,  the  n;iture  of  the  pieces,  and  the  time 
between  them.  The  number  of  pieces  has  already  been 
sufficientlv  consideretl  in  the  analysis  of  the  factors  de- 
termining the  system. 

Tlu'  nature  of  the  pieces  depends  largely  upon  tlic 
class  of  prospects,  but  is  affected  to  some  extiiit  by  tlie 
otln.r  factors.  'I'o  women,  professional  men,  and  most 
conscrvati\e  people  w  bo  ;irc  not  I'amiiiar  with  business, 
letters  are  likely  (o  be  most  iiseliil  I'or  all  tbe  mailing 
])iee(  s.  '!'o  busintss  mm.  pait ieulaily  dealers,  mailing 
4'iirds  and  I'ohk  rs  ar(  oftt  ri  e.jually  iist  ful  sometimes 
m(»ir  useful.  As  a  rule,  the  i;esl  eifect  is  secuicd  by 
u  >ing  both  in  the  scries. 

'I'he  kind  of  pjiper  to  be  ustd  and  the  class  (*!'  postage 


FOLLOW-UP    SYSTEMS 


541 


nrc  sii])jccts  of  nmcli  argument.  Some  authorities  in- 
sist that  first-chiss  postayv  is  the  only  kind  to  l)e  coii- 
>i(l(rt'(l,  and  that  the  hest  paper  is  none  t(»o  o-ood.  The 
(iillieiilty  with  sueh  authorities  is  that  they  are  eon- 
^l<h■rin«•  only  their  own  tastes.  'I'hev  are  not  lookiiiir 
■I I  the  (juestion  from  the  reader's  point  of  view.  Let- 
I  IS  to  ])roi'essional  men  and  to  l»nsiness  men  who  are 
hard  to  reach  should  he  on  jj;(H)d  pa])er.  Kxperience 
has  proved.  Iiowever.  that  it  is  unneeessary  in  reaeh- 
iii^'  the  avera^-e  small  dealer  or  people  in  the  great  mail 
Older  class.     First-class  postage  is  likewise  nnnecessarv. 

Letters  to  agents  and  house-to-house  canvassers  in 
the  country  may  he  on  the  very  cheapest  grade  of  paper. 
.Man\  firms  contend  that  it  does  not  pay  to  use  any 
lutter.  It  certainly  is  a  waste  to  use  expensive  high- 
grade  hond  paper  Tor  this  ])urpose  or  to  go  to  the  ex- 
hdiie  ol'  using  pers(»nally-typed  letters.  Like  every- 
thing else,  the  pa|)er  used  and  the  general  appearatice 
dt'  the  letter  should  he  in  keeping  with  the  character 
of  the  j)erson  to  whom  the  letter  is  sent.  It  is  well  to 
make  a  test  on  a  small  list  in  advance,  when  it  is  pns- 
sihle,  to  discover  whether  high-grade  paper  produces 
enough  greater  results  to  |)ay  for  itself. 

IHL  Timi'  clcincnl.  The  lerigth  of  time  between  let- 
ters in  a  follow-iip  series  is  detcrnH'ned  hy  the  nature 
•  if  the  proposition  and  the  sectional  distribution.  If 
a  strong  appeal  is  made  to  the  impulse,  especialK  an 
ajipeal  to  the  bargain  iiislinel.  ;(  shoi  t  time  between 
the  letters  is  most  efl'ecti\i'.  in  ;i  series  of  letters  to 
secure  agents  for  some  novelty,  for  e\ami)le.  (»ne  week 
or  even  less  may  be  allowed  to  «|;ipse  between  the  let- 
ters. If,  on  the  other  hand,  the  |)roposili()n  is  one  that 
ap|)eals  primarily  to  the  mind,  and  a  large  am<tunt  of 
educatixe  work  is  necessary,  a  longer  time  should  elapse 


541 


lU^SrXKSS    COKRKSPOXDFACK 


II 
I 


■I 


I'ctwcrn  the  kttrrs.  s„  as  {(,  uivc  tlh    pmspcc-t  ample 
opportunity  to  think  llic  matter  over. 

Thf  natni-f  of  tlir  prosjKrt  lias  some  inflncncc-.  Let- 
ters t..  a  farmer  may  he  Inrtlu'r  apart  then  letters  to 
;•  iMisiness  man.  Inr  the  reason  that  the  farmer  does 
m)t  eome  to  a  deeision  so  (jniekly  as  the  luisiness  man. 
The  later  letters  in  a  series,  as  a  rule,  should  he  sent 
at  lono-er  intervals  than  the  earlier  letters.  This  is  l)e- 
cause  the  man  who  aets  upon  the  early  letters  is  proh- 
ahly  aetin-.'  upon  impulse:  whereas  the  man  who  aets 
upon  the  later  letters  is  aetino^  „,,op.  reason. 

In  all  ease-    suflieient  time  hetween  letters  must  he 

allowed  t(.  enahle  the  prospect  to  rei)lv.     A   follow-up 

letter  should  not  eross  a  response.     The  seetional  dis- 

tnhution  of  the  prospect  should  therefore  he  taken  into 

aeeount.^    A  series  of  letters  from  a  eoneern  on  the  At- 

lantie    Coast    to    people    wlio    live    beyond    the    Hoeky 

Mountains  .)r  west  of  the  Mississippi  should  he  sent  at 

Jon^'-er   intervals   than   one   to   those   who   live   in    Xew 

Kn-land.      A    letter  that   ofl'ers   some   speeial    induee- 

ment  in  the  way  of  a  j)remium  or  discount  should  al- 

Avays  wait  longer  than  the  other  letters  in  the  series.     If 

it  reaehes  a  prospect  after  he  has  already  sent  his  order 

on  the  old  hasis.  he  is  likely  to  eomi)lain. 

In  a  co?itinuous  series  of  folh.w-ups.  whether  of  the 
"wear-out"'  varidy  or  not.  the  len-th  <.f  time  hetween 
two  diMVreiil  letters  is  a  matter  of  less  impcu-tance.  A 
more  imp..rtant  iliin.u-  is  to  see  that  eaeh  letter  is  timely. 
In  writinu  I,,  d,ai(is  a  few  months  hefore  Christmas, 
for  e.\ami)l.'.  .iltrntion  is  called  to  special  holiday  hoxcs 
uhieheau  he  s,,pp|i,.,|,  |  nvril  ii,o  |(.  •  juni  in  the  sprm- 
a  remin.h  r  may  he  >j^nvu  <.f  Ihr  ad\  isahility  of  olferinM' 
special  vacation  h;irnains  in  s,,i,ic  |*articu'lar  line.  In 
\Mn\uir   io    dealers    ucneially.    a    continuous    f.,||ow-np 


FOLLOW-UP    SYSTEMS 


543 


series  sh().i)(l  l,e  linked  up  very  closely  with  the  advertis- 
ing^ that  is  heiii<r  done  nationally. 

This  matter  of  timeliness  is  of  extreme  importance 
m  all  forms  of  advertising-  and  follow-nj)  systems.     It 
•  Iocs  not  pay  to  send  an  extensive  follow-np  series  for 
furniture  in  the  sprin<r  „r  f,,,-  f.,,.,,,  implements  in  the 
fall.      In  most  fields  of  husiness  the  summer  is  a  had 
time  for  results.     The  winter  is  usuallv  l)etter.     In  the 
\Mnter,  however,  the  holidays  must  he  tarcfullv  avoided. 
Letters  should  he  so  timed  that  they  will  not*  reach  the 
reader  either  on  the  day  hefore  or  "on  the  dav  after  a 
iiohday.    Most  concerns  have  found  it  advisahle  to  avoid 
tlio  first  and  fifteenth  of  the  month,  as  these  are  the 
days  on  which  hills  are  most  likely  to  come.     .Alonday 
and  Saturday  are  usually  poor  days,  especiallv  in  reacli- 
mo-  husiness  men.     As  a  Hnal  sun^oestion  with"  reoanl  to 
timeliness  it  may  he  said  that  all  irujuiries  should  he 
answered    inunediately.      One    successful    mail    order 
liouse  has  the  rule  that  every  letter  shall  he  answered 
the  day  it  is  received. 

182.  Ti/pical  .s//.sfcms'.  --  The  ^reneral  su^rirestions 
«i\en  ahove  will  he  made  clearer  hy  a  fcsv  concrete  ex- 
amples from  the  (liferent  types  of  I'ollow-up  systems. 

A  sin^de  letter  was  u  ,ed'  to  sell  a  little  hor.'k  of  rail- 
road stories  to  a  list   of  station  agents.     The  price  of 
the  l)ook  was  ten  cents.     The  letter  was  cheaply  got- 
ten uj)  and  there  were  no  enclosures.     Its  chief"  merit 
lay   in   the   fact   that    it    was  adapted   to  the  reader  in 
lano-uanc  .-nid    tone.      It    secured   over  twcntv-five    per 
cent,  returns.     With  sndi  an  article  a  lonner "campai-n 
"-'liM    have   heen    impossible.      K\en    this    letter   would 
liave  cau.sed  a   lo-^.   had   it    not   l)een   for  the  splenditi 
iiumher  of  orders  secured, 

A   Detroit    pul)lisher  used  a  series  of  tw(,  letters  to 


i    !l 


o4i 


BISINKSS    (  01U{ESI'()NJ)E\(i.: 


'k' 


i 


\m 


sell  a  hook  on  advcrtisincr  to  members  of  advertising^ 
clubs  throu^diout  the  eo.mtry.     The  price  of  the  book 
was  ,t;j.()0.     A   eheap  ora.le  of  bond   paper  was  used 
and  thn-d-elass  postaoe.     A  eirenlar  was  enclosed,  -iv- 
in-  a  sumn.ary  of  the  contents  of  the  book  and  a  few 
expressions  (,f  opinion  of  prominent  advertisino-  men 
One  of  these   was  in  the  form  of  a   fae-simile  letter 
More  expensive  })aper  and  first-class  postaoe  were  tried 
but  (hd  not  yield  results  sulfieientlv  lar«e  to  i,av  for 
the  increased  cost. 

A  larye  telephone  company  used  a  scries  of  three 
letters  to  induce  subscribers  on  partv  lines  to  chanire 
to  the  dn-ect  line  service.  The  letters  were  verv  short 
but  were  on  hioh  cpudity  paper  and  the  fae-simile  work 
was  perfect.  Every  device  possible  was  used  to  secure 
case  of  answerino-  and  a  lar^e  pereentaoe  of  response. 
iMrst-class  postaoe  was  used,  and  in  the  third  letter 
a  small  pencil  was  sent  t.)  be  used  in  si-nino-  the  return 
card. 

•  A  manufacturer  of  business   devices   used   a   series 
of  five  letters  in  sellin^r  his  k-adin^r  .U-vice.  on   which 
he  put  a  pnc-e  of  81.7:,.     Circulars  Mere  enclose.l  with 
the  first  two  letters,  which  were  sent  at  intervals  of  ten 
(lays.     The  other  three  letters  were  sent  at  intervals  .,f 
htteen  days  and  each  o-ave  a  special  offer.     The  entire 
series  produced  the  remarkably  JH^j,  pereentaoe  „f  7:, 
per  cent,  orders.    The  laroest  p.rcentaoe  secure.l  on  anv 
individual  letter  was  on  the  fourth,  with  ;U  per  cent    " 
A  manufactunr<.f  devices  f<.rcurino  certain  phvsieal 
delormities   use.l   a    s,  ries   ,,f  cjohf   ktlers,  sent    out   at 
regular  mlerxals.      Th,    last    on<s   went    at    h.noer   in- 
tervals than  the  earlier  ones  and  each  containcfa  spe- 

;;;;'[;;'';;■•.;;'  "'^'  ^-y  "'■  iv<r  n-iais.  ah  w,,,.  lae-simiie 

■'■■    VV-^    vi;..;    ..=  ;-.-.......   iii.it^.i,;,l    aiHl    t  CSt  illK  l|  I  lajs   encloScd. 


FOLLOW-UP    SYSTEMS 


r)4."5 


For  an  adding-  machine  a  scries  of  twclv 


e  mailing 


a  lew 


])i(res,  all  in  printed  form,  was  sent  to  business  houses. 
They  went  out  at  intervals  of  two  weeks.  The  whole 
was  arran^rcd  in  the  form  of  a  campaioii  and  each  mail- 
iiiL^-  i)iece  took  up  some  particular  point  of  superiority 
.if  the  machine.  It  was  found  that  the  i)rinted  folders 
were  e(|ua]|y  as  effective  and  cheaper  than  personal 
k-tters. 

A  business  magazine  uses  a  contitiudus  follow-up  of 
iiidefijiite  extent  to  secure  advertisin'--.  The  chief  points 
of  distinctiveness  are  the  timeliness  of  the  different  let- 
ters and  the  facilities  (^iven  for  ])rom])t  and  ready  re- 
sponse. Most  of  the  letters  are  sent  just  after  mid- 
winter and  mid-summer,  in  preparation  for  the  two  bi^r 
iidvertisin^-  issues,  .Alarch  and  September. 

An  ocean  transportation  comi)any,  makinfr  a  s])e- 
cialty  of  trips  to  various  points  of  interest,  uses  a  con- 
linuoiis  follow-up  with  its  chief  activity  at  the  begin- 
nino-  of  winter  and  the  late  spring. 

A  manufacturer  of  a  sj)ecialty  in  the  line  of  housc- 
iinld  furmtin-e  uses  a  "wear-out"  camj)aign  on  iiupiiries 
received  through  mad  order  advertisements.  The  later 
letters  are  usually  in  the  form  of  s|)ecial  offers  just 
Infore  Christmas  or  at  other  important  times. 

18.'}.  S/i.stciu  in  cliccl'uKj  results. — \o  matter  how 
carefully  a  letter  or  follow-up  system  is  prei)ared  and 
j)lanncd,  if  it  involves  any  c()nsiderai)le  ex|)enditure,  it 
should  be  carefully  tested  before  being  used  on  a  large 
scale.  Even  the  most  exf)crt  judgment  sometimes  goes 
astray.  The  opinion  of  a  critic  is  of  no  value  in  com- 
parison with  results. 

The  test  of  a  single  letter  is  comparatively  simple. 
Let  us  assuniij  th.ut  ilu'  '"ttfv  i^;  }?>.  I--  .:;t>.f  .-.:;»  f.--.  -.  i-:.-f 

of  one  hundred  thousand  names.     After  it  is  prepared 
iv-;ij 


»!-■- 


n 


\ 


54G 


it  is  sent 


rand 
sulti 


on 


BrsiNESS    (OHRKSPONDKxcK 


oii^   lo  a  sjnall  nuinlKT  of 


1  'Voni  this  list.     Tl 


names  clujsen 


n^  from   tlii; 


le  percentan-e  of  ord 


"e  taken  as 


preliminary  eampaio-n  ma 


peeted  from  the  whole  li 


in  approximation  of  tl 


ers  T 


V   nsnal 


A  similar  test 


pre|)ared  for  the  san 
of  the  different  lett 


St. 


is  made  \vl 


le  resnlt  to  he  e: 


icn  several  letters  have  hee 


her  of  orders  ohtained  I 


le  p.irposc.     The  relative  effie 
nn  he  determined  from  tl 


ers  e 


lene 


■'iize.     Sneh  a  test  ean  I 


v  t 


aeh  fi 


le  nun 


">i  lists  of  the  sam 


cffi 


cieney  of  first-  and  third-el 


>c'  used  in  eomparin^r  the  relativ 


relative  efl 
not  t 


K 


leney  of  different  kinds  of 


tss  postao-e  as  we 


as  tl 


eo 


py.   It 


o  con.pare  too  many  faetors  at  one  time 


IS  W1S( 


this  is  done  the  difl 


fo 


r  II 


tl 


ie  wron<r  eanse. 


ercnce  in  result  may  he  aserihed  t( 


;ire  should  also  he  taken  to  see  that  tl 


'listrihntion  t,,  whieh  the  t\V(!  jctt 


10  ^eofrraphieaj 


tl 


le  same,     if  one  left 


ers  are  sent  is  exaetiv 


iuiiple.  and  anothe 


or  were  used  in   III 


dueed  the 


!•  one  in  (ieoi^ia,  the 


inois,  for  ex- 


one  whieh  pro- 


tion 


•■^■^iter  results  uiuk  r  those  different  eondi- 


s  mio-ht  not  he  tl 


effeetive  in  the  entii 


le  one  whieh  would  he  tl 


Tl 


e  eountrv 


10  most 


10  simplest  method  of  det 


])roduees  th"  greatest 
different  eolors  of  ret 
olo 


orminino-  the  letter  whieh 


.■inioiiiit  of  results  is  t 


sures.     Letter  Xo.  1  mi<'ht  1 


urn  envelopes  or  reti 


o  use  two 
U'n  eard  en- 


and  letter  Xo.  2  a  hi 

L'loSl 


lave  a  hrown  enelosur 


uo  oneiosure.      If  the  I 


Closures    returned    numhered    fifty   and    the    hi 
"'''  '-^t'-'nod  numhered  one  hundred,  it  micl 


irowu  en- 


fa  irlv 


letter  Xo.  1. 


assumed  that  letter  Xo.  2 


ue    en- 
it   he 


was  twiee  as  m),),j 


as 


Instead  of  different  eolors   for  tl 


«'y     may  he  used.     This  k 


ure. 


'tt 


**!'       I  \r*     »-»»  *i  »»!.- 


0  envelopes,  some 

oy  IS  an  meonspieuous  Hy;- 

i'-ii-r,i  ijpoii  Uic  return  envelope, 


..  T 


FOLr.ow-rp  s^-s^l:Ms 


Soinetinies  it  is  a  part  of  the  add 


liave  been 
(.■Hicicnc'v 
tlie  niini- 
tlie  saine 
(-'  relative 
c'll  as  tlic 
It  is  wise 
le,  for  if 
crihed  to 

H'aphieal 
i  exactly 
for  e\- 
lieli  pro- 
t  coiidi- 
lie  most 

r  wliieli 
use  two 
ard  en- 
it'losiire 
wri  cn- 
iie  en- 
i^dit  he 
I'ood  as 

.  .some 
us  Hy:- 
^elope, 


81,  Desk  M,  or  the  like.     Tl 


ress,  as  Dept.  A,  H 


ooin 


aced 


le  same   "key"  should   he 


placed  upon  the  order  hlank,  so  .rs  to  pro^•ide  a  douhle 
nuaus  of  cheekin-  up  returns,  and  to  make  unmarked 
orders  less  numerous. 

The  number  of  letters  sent  out  in  the  test  shouhl  be 
.nihcient  to  provide  a  safe  basis  of  comparison.     One 
tli.'usand  IS  usually  enouoh,   „riless  the  i.ercer)ta..c  of 
r.  phes  IS  likely  to  be  very  low-sav    I    or  '2   per'cent 
n  this  IS  the  case,  .5.000  or  more  letters  may  be  neces- 
s.iry.    It  must  be  remend)ered,  however,  that* the  results 
linni  4,000  letters  are  only  ttcicc  as  accurate  as  the  re- 
Milts  from  1,000-not  four  times  as  acc.n-ate.     .Ala.iv 
concerns  find  .500  letters  of  each  kind  sufficient  for  a 
test. 

184.  Itemized  costs.~A  test  is  comparativelv  value- 
less unless  an  accurate  record  of  eosts  and  results  is 
kept-  At  the  end  of  two  weeks,  unless  the  letters  were 
sent  to  distant  i)arts  of  the  country,  it  is  usually  pos- 
sible to  compile  the  fi^mres  an<l  determine  upon  the  best 
letter  to  use  in  the  whole  canipai<rn. 

The  followin^r  table  of  fjourcs  will  show  the  itemized 
cost  of  100,000  letters  with  circular  and  post  card  en- 
closed: 

J'o.st    of  lOOM    rircuhu-s,   in    two   i-olors.  s\y.v    101,4  x 
H   in.,    inchuliii^r  compositions,    {iivss   work,   cloc- 

/'■'"'/'^'" .$285.00 

<  ost  of  folding  lOO.M  .•irculurs,  four  oprraf ions,  at 

20c.  por  M  for  oacli  operation,  or  HOc.  p,,-  M  .  ^q  qq 

Cost   of  lOOM   ,.tlv,.In,H.<  ,  '      ■ 

,.,,,,                '•'    14.5.00 

<  ost  of  a.l.inssin-  lOOM  nn..|o,Hs  at  .$1..50  per  M  ]  l()  ()() 
I'ost  of  lOOM   letter  lu.His  (with  imprint)    no.OO 


Cost  of 


composition  on  k^tter,  ()(>  lines  at  .5 


)C. 


per  I 


me 


5.00 

.'J.;30 


yp 


IjJ?' 


I '  T ,  i 


m\ 


5^8  BUSIXESS    (OHIU:SI'()Xl)i;X(  K 

200M  shotts  at  OOc.  per  M 

r.^t.w-thn.o-)ino'WMHn.i,ron'iooArM;;;;.;  ''"■' 

•p-i-  <•)  per  .AI 

f">t  or  f,„-,i,„ii,.  »i.,„:,h,... ■;„;■, ooAi',,:,,,:,;',,,  ""'■' 

li.in.l.  ,it  --„;  |„,,.  j[  '■•    "> 

cvt..rf.i,ii„«.,ooA,,,,H;.i.:; ,,:,;;.  ■,,,:;,;,; :,;,,-;,;;    •■'•" 
;;;;',;''■;'"'''"•■■■  f-i'i^  )••■•»■.  i«..  M ,,,.  ,s,,, 

WMn.„-,i„,,,,,  ,,,,,,0  ,,,■,.....,  ,,t  ,„,.,,„,,,,„  ^,,^. 

Cost  „f  .,e„ii„,  Vno,ro,„;.,;.,„;; ,,  „,,:.  ,;,:,•  ;„  ■  ■  ■ ;  ■    «;  ■ ;« 

<-.«'  ..f  i.o,„.,..  „„  ,ooM  ,.„t..r,  ,„„,,,!.  ,„,_„.;,t    -"■"" 

stamp    '"^ 

T,  ,  ,  2,000.  00 

1  otiil    _______ 

$'J,H2H,;J0 


ol  the  letter  itemized  above  is  about  $.38.28  pe    tl  o, 

sand.     A  test  of  .-,,0()()  letters  produeed  VU        ^ 

J^.*3  40  e-ieli      Tl,  >  <•  ii  n'"(JWcc(i   i.j]   orders  a 

thelt  n,  nm  ^'""^'  ^'"'"I'^^^^io"  indicates  hov 

tlK  .u  t  pioht  per  order  is  determined. 


LKTTEli    NO    ]. 

(Letter  H  i„  Sootion  1,58) 

H(  ccipts. 
1'51  orders  at  .$,'3.40  viu-\\ 


Cost     to     mail    .5, 


000 


•T-'"'  •  ^io   per  .\i 


J-\pcn(liturcs. 
•■iifular     letters     at 


$44.5.4(1 


$191,40 


180.00 


275 . 00 


75 .  00 


80.00 
150,00 


60.00 
20.00 
20.00 

2,000.00 

:-'J,82H.;j() 

ed  even 
ern.  It 
r)ni])any 
'lie  co.st 
T  tliou- 
■dcr.s  at 
tes  how 


!445 .  40 


FOLLOW  I^l»    SYSTEMS 

Amount  MxfK'rukd  in  Filling  Order. 
Cost    of    L'Jl    cojiirs    of    the    Gainsborough 

fiicture  jit  ,'};3c.  each ,^  j,;3  03 

A\.ia^ro  express   charge  on   liJl    shipments 

/'^-^'-  ^''"■'' 36.68 

(  o^t  of  6  collection  letters  on  the   li^S  or- 
ders at  an  a\erage  cost  of  7c.  j)er  order.  8.96 
Cost  of  L'Jl   .sets  of  Iloffirth's   i)ictures   at 

50c.  per  set  ....  ,.r    -,. 

'  05.  yO 

Amount  to  be  deducted  from  each  of  the 
1.'31  orders  (about  ^>  pvv  cent.)  for  loss 
m    orders— ave-    .re    loss    bein<r    8c.    per 

"'■''^■'- '. ■         10.48 

Total  amount   for   L'H    orders 

Pro/it    — 

Net  profit  per  order 


54:) 


$356.25 

$89.15 
.68 


A  similar  (•()nij)iitati()n  will  determine  the  total  profit 
and  net  profit  per  order  of  eaeh  of  the  other  letters  in 
the  test.  If  the  eost  of  the  different  letters  is  ap- 
proximately equal,  the  comparative  net  ])rofits  will  in- 
dicate the  relative  efficiency  of  the  different  letters. 
Ihis  IS  not  the  ease,  however,  if  the  costs  of  the  various 
letters  differ  by  a  considerable  mar-in.  Let  us 
illustrate. 

It  is  evident  that  considerable  savin^rs  minht  have 
i>een  made  in  the  above  letter  bv  the  use  orcheaper 
pa{)er  and  the  one-cent  stamp,  and  the  omission  of  the 
"latched-m  address  and  the  fac-simile  si-nature.  The 
number  of  orders  produced,  of  eo.n-se,  would  have  !)een 
nuich  .smaller.  It  is  ,,uite  ijossibje  that  it  would  have 
been  .so  small  that  the  total  profit  wouhl  have  been  less, 
even  thwugh  llic  iict  pro/it  per  order  mi-ht  have  been 
greater. 


I  I 


550 


BUSINESS  ( ()HI{i:spom)i.:xc:e 


ll^tS    i 


Suppose,  /V,r  exan.plr,  the  cost  of  tl,c  letter  had  bee 
rcduee,!  to  S.o  ,,,,  H.nus.,.,1,  l.,.t  that  5.000  e  u' 
1-  .K..    n,,      HH>  on,e,-s.      iieeeipts  .o.HU  then  [:;: 

UNO.  Assunnn,.  fh.  other  itc.ns  to  W  the  sanu 
t'"^  tola     expen.h.nres  m.uM  have  heen  .<^-.>(;t  85      Th 

;||^I-.htperonh.u.a,hlhaveheen75eenl.hut 
J^^ap,.of.,,,,,nu.  5.000  h.tte.swouhl  have  heen  <. 
•."•1--      lli.s  eornpares  with  08  cents,   net    profit   nei 

orderjaa  total  profit  ,,!•  8HfU5  in  the  prevj.s   'ir 
Ihis  n.ereiy  .n.lieates  the  fact  that  when  the  eosts'of 
tuo    etters  are  <htf,,.ent,  the  t<,tal  profits  for  a  ..ivrn 
nuniher  of  letters  n.ust  he  used  -is  a  I  -.si.  ,.C 
instead  ol  the  net  profit  i)er  order 

385.  Tr./s  in  fuUm,-up  aun puhjus.-^U  is  not  so 
eas>  to  n.ake  a  test  of  a  series  of  letters  used  to  follow 
;i-'.<l--Ks.     It  can  he  <,one,  however,  ,.v  nsin^  t  : 

:^;';;L!:ne;;r''^''"'''^^ 

ou?''  ?"  -^f  ";■;"'*  "'"'"'  '■'^  "^*  *''^'  "^"t-n^'ous  or  "wear- 
as  a  has.s  for  the  construction  of  the  next.  For  ex- 
;;n;p  e,  a  senes  of  ten  letters  was  sent  to  a  list  of  ah^^t 

:t  ;::r7^'^';'"^"'"-^^^'^"^^-  ^^'-y— ^aiied 

HlK.  had   no     responded   to   previous   appeals.      Three 
different  writers  worked  on  the  series. 

T!u.     Isf  Kt(,,-iH-nn.|,t    y,„.r,.,.Mt. 

^'H"'     f.M    l.tf.rhro.inlit     ii  ,,,.,.■  ,.,.„t. 

'l"l'-  Itl'I'H.rl.n.uol.MH  ,„,,,„,' 
TIh.  5th  Irtt.T  hn.nol.t  «,  ,„,,.  ,,,„t. 
Tl..    Gin  hirer  bn,u-lit    J)  per  cent. 


^ 


FOLI.OW-UP    SYSTEM'' 


651 


had  been 
')()  letters 

■  lien  lijive 
tile  .same, 
H.).  Tlie 
'.  I)iit  the 
)eeii  only 
J'ofit  per 
s  ease. 

■  eosts  of 
a  f)iven 

iiparison 

not  so 
1)  follow 
in^'  two 
ino-  the 
i)d  to  he 
sequent 

"wear- 
)e  used 
'^ir  ex- 
f  about 
mailed 
I  those 

Three 


J 


Till'  Tth  Ifttcr  1)1- .i|(i|it  S  per  cent. 
Tlic  Stii  !,.|trr  hr  .iin-Iit  10  lur  cent. 
The  !)tli  letter  1. 1.111^1, t  I  ,„,•  c.iit. 
Tlie  lOtli  Iett(  I-  liroiin-ht     r,  p,,|-  c.iit 

Tt  will   be  noted   thai   the  third  letter  pM-odneed  the 
remarkable  return  of  20  per  eent.    The  psyeholo<.y  that 
.Kcounted   for  its  sueeess  was  then  earet'ullv   siiidied, 
and  the  fourth  follow-up  was  eonstrueted  alon<r  similar 
lines,  but  with  more  intensified  appeal.     This  produeed 
1«  i)er  cent,  retm-ns,  whieh  is  even  more  remarkable, 
in  view  of  the  fact  that  the  field  had  been  well  covered. 
It  cannot  be  too  stron<>ly  emphasized  that,  whatever 
line  of  business  you  are  in,  you  should  keep  a  careful 
iceonl  of  the  results  '.f  each  sales  and  follow-up  letter 
you  send  out.     Collection  letters  may   also  be  tested. 
Xo  matter  how  carefully  you  analyze  the  situation,  von 
cannot  be  sure  you  have  the  best  possible  letter  until 
you  have  seen  and  checked  up  the  returns. 

The  i)rinciples  of  writing-  letters  set  down  in  these 
]nio;vs  have  been  tested  and  found  to  hold  good  in  the 
majority  of  cases.  They  are  far  less  valuable  to  the 
individual  concern,  however,  than  the  results  gained 
from  the  concern's  own  experience.  If  these  results  are 
accurately  kept  they  will  be  as  valuable  as  anv  of  the 
accounting  records  in  the  office. 


^m 


h~- 


iii-'i 


Cir.M>TER  XVII 

AR(il  MKNTATIVK    l.KTTrilS 

J-ol  !"/""•'{  r"'"'"''  /'•■■"'''""•'-"'I,c„  a  man  has 
'  •„,       '''•'"'''"■'<  >■'"•'■  l^tt>-.--  I."t  ,locs  not  p,„rl,as,., 

,'"•""''■'"■': ■  i.u.kc.s  M.m..  r,„th,M-  i,„|„i,.v.     II 

■■'::;,;■"""""'""''•'«■"""- ".,.,,,„„;,,„,',„,;  ,„,|^^. 

Th.TclV.rc,  in  ,„.,lu-  that  tiK.e  n.ar-sale.s  „,av  be  co„- 

m-«unK.Mta,,.c.  !..,e«  n...n,l,l.  , Ik.  sales  a,,.l  r,,Ml„,,^ 

'"V"     ""    ""-■•■"■-l''"'"'l'"^'l--H-Hass„C,„.„,,l 
'"t'""M„„l..„„liW,i„al.      TI„,v,,,v,.,.al.,-,.a.iU.,,il,;,.v' 

':'"""  •■"■I"-"'' <■"'"' "'"■'"••"'■     ^■"1,  ,„,.  I, -vin., „,„..,.. 
"«  n...-,ls,  a„.l  sl.mv  /„„,  that  l,e  .,„,„„,  ,„r„;,,|  ,„  ,„.„,|^,,, 
Ihi-  iirii|)(isili,,ii  yiin  olVcr.  " 

,  "'■■"  ';:-  ';''■"■'■' '-  ■■-»>   ■!"<■  l-  n,is„n,l,.,.s,a,„i- 

l  ■ ■'"""■':':' -•  in  raili,,«l.,,..|,lain  ,„,„■,. 

■     ■";;"\[":"'"'^"'""^-"l'l"-.v,„,   ,„„,■,.,.,|(„sl„m■ 
"'•"■'■•■'II.Vlf  ,s|,a,l„„.arK   a,la,,l,,n„l,isn,r,ls 

l»'i"™M-sh.,Ml,ly,>„s„a;,,.sl  llial  l„.  has  ,„ls,„„|n- 
Aii<v,n,|,lr„l  llMslatalluM,i„l',l,s,.,„„.|,.svislle.  M- 
low  III n-: 


AHGUMKX'I'ATHE  LETTERS 


o.y.i 


man  has 
e  is  luill 
)iiiv!iasc, 
t  to  deal 
>CS  soiiir 
irv.  I  f 
nil  Miakf 

be  coii- 
to    use 
purely 
Ilow-np 
people. 
n'iloi-\-. 
)lve  ilie 
to  meet 
IK'^leet 

iu  ti!a\ 
■slaitd- 
I  iTiore 

)  slio\', 

iikJci 
[)i(lit\. 
le  loi- 


Di;.\K  SiK : — 

\()u  have  cvaicntly  misunderstood  our  proposition.  \Vc  do 
not  claim  that  the  .uaterial  ue  put  into  our  $50  monev-d.an.ror 
costs  us  that.  We  otfer  you  .$.5  worth  of  metal  and  .sir,  worth 
"f  l)rauis,  and  a  ,nan  who  would  rather  have  .$45  worth  of  metal 
.uul  .$5  worth  of  brains  is  just  the  man  wlio  needs  all  the  brains 
lie  can  get. 


Tl 


lis  idea  i.s  good  enou"h,  hut  tl 


would  aidagonize  almost  anv  1 
188.  Mcctinir    iJw    oh 


le  way  of  putting  it 


possible,  the  idea  that  th 


nnnan  being. 
jcctiou. — It    is   best    to 


avoK 


lei-e  IS  really  a  very  strong  ob- 
.l^'-t"'"  to  be  met.  JJut  sometimes  there  is  a  real  issue. 
In  sueh  a  ease,  begin  by  agreeing  that  he  has  reason 
''>r  his  posdion,  and  saying  that  you  would  probably 
Ic-el  the  same  way  in  his  ])laee.  Then  define  the  issue 
as  sharply  as  jx.ssible.  .Alake  it  a  yes  or  no  question. 
Help  him  to  answer  it. 

Fre<piently  a  good  way  is  to  show  that  the  objeetion 
itself  is,  after  all,  unfounded.  It  is  based  upon  a  gen- 
eralization from  too  few  faets,  or  he  has  aseribed  a 
wrong  eause  for  the  effeet  he  has  observed.  Or  if  he 
has  the  testimony  of  others  against  the  proposition,  pos- 
sd)ly  their  testimony  was  ineon,i)etent  or  biased.  Kx- 
pose  the  I'allaey  of  his  reasoning;  break  down  the 
"'•.i'<''i'>ri.     Then  you  ean  give  new  truth  in  its  plaee. 

One  of  the  most  fre(|uent  objeetions  is:  "I  have 
tried  something  ni'  the  kind,  and  fonul  that  it  didn't 
pay."  Sueh  an  objc-tio,,  may  be  .-inswered  bv  showing 
tliat  there  -.re  really  great  diH-frenees  between  this  ar- 
ticle or  })roposition  and  th,-  others  Ihal  seen,  to  have 
M.me  similarity.  The  resend)lanees  are  on  lh<'  surlaee; 
the  diHerenees  are  underlying  and  essential. 

'i'he  prospeet  says,  for  e.xample.  that  advei'  ,in.'-  does 


554 


BUSINESS  CORRESPOXDEXcE 


Ijii^ 


'■*  "ill  «aoh  the  0  !,«  „i    f      "■    '"  ''.'"l"-'^-  '«<•■■•"-■ 
V"n  i,„ek  this  ,„,,''''"'"'  "■"^''^■»  '"  ""^'re,st. 

""■-"-inhiriL  ,:::;'''';■'■--'".- .,otw 

about  the  value  ,.f  ti>    '  ^'*  ^"''^  scrptical 

-Hi  were  c™;!;:,;:,,  *'"■  '''■''''"■^'''"'''  >-'''«..«.  it  a  .rial 

'"'■  '"-.^  i.'ai,ihtv- 1„      .  t  r' '."""" '"  ""^•'-'^■» 

.si.e„,hn«  a ";    ,  X  ,  o    :'""""'  "''"■'•'*•  '—  I"'  ■» 
"     j-i'^««L  (icai  of  iiioiicv  /^ii>  .lit       i- 

ti""«  to  his  plant.     v„„  a       e  tt  th  '^  '""'"'''''■• 

"il>acitv  „f  his  plant  ,,.;ii  ,"'"'*''•''  'l'"^  "H'lvasf  m  the 
of iiK..ss  «hi  „  ;; ;'-l'-7,«"l-"t  ti.e  i„o,.ea.se 

car/ta,i.,.dinsnn:.f'      ''::•;;     '•;■/'''"■';'"'■'«■     "'= 
«iat  the  future  „f  l,i„„,l(    ,  ,       '""''''  '"  ''"l'^'-' 

i."i-.ant  a  n^te,":':';':  X!::  '"'""■^- "  --">■  - 

,,,         ,.,^.,^,,  N    .(.       .hepsvela,,„,,ealen,,,n,= 

lMMMlon;.tr,.pe.i         ,,  ,      ,        -"-'li' ""<•.'" ah 

■■  •"  i.is  .i.;:;;:,;!;,  ::::.:';;;,:,:'-;"• ; r 

tion.  '  ui.i  ..u.h   ill.   sn,.„(v.,C..„o,,„„„la- 


argu.mkntatim:  li:iii;i{^ 


ooo 


189.  E. ram  pics. 


Mr.  W.  I\  Smith, 

Iloho/itii,  X.  ,/. 
I)i  Aii  Ml!.  Smith  : 


March  8tli,  1909. 


W 


■  ippivciaU'  the  stand   vou   tak 


l(i.  and  nm-w  witl 


iiK'  -ue   for  thf   I 


ik 


I  Ike  vour  si( 


le  wl 


It'll 


e  in  your  ktter  of  March 

1  you  whiii  you  say   tliat  our  proposition   is 

■)t-'ginncr.  i\w   promoter,  etc-.      Wc   will   also 

.vou  say  tliat  your  ktttrs  have  brounht  good 


iv-ults.      But  we  want  to  convince  you  that 
^iilt>  for  vou. 


goc 
wo  can  get  better  re- 


a  oeneral  rule  it  is  true  that  a  cerl 


kiMiu  Irdu'i'  is  n 


ain  amount  of  tei'hnlcal 


ecesMU-y  to  siH  any  article.      This  last  statement 


particularly  applic,il)|e  uh,  n  you  >l,ut  out  ti 


lit 


e   insur.ince,   niachuierv   or  anv    oti 


>  Sell  such  a  thing 


ler 


-laiidardized  hv  long  ii> 


proposition    that 


IS 


ige  ami 


pie  whom  it  is  sought  to  inl,  i-..,t. 

We  have  not  tried  to  g(  t 
eliiiicrv    manufacturers 


well   under-tood  hv   the  peo- 


uiv  lite  iiisurai 


e  companies  or  nia- 


our    clients    for    the    a!)ove    r 


^  our  edge  tools  are  known  to  every  hardware  iohl 
ern  States.      Do  vou  sell  to  all  of  then 


easons 


)i'  those  who  are  not 


|o1)Ih  r  in  the  Ivot- 
Ndt  (piite,  and  a  lot 
)t  your  customers  are  worth  gnttiiin,  ''H''  Hiey 
not.'      'J'hey   will  yield  to  a  systematic  campaign.      'I'he   per>i>t- 
rit  and  systemitic  >aleMiian  makes  the  hesf  showing  among  joh- 
>'  I-  liuf   it  will  not  pay  you  to  keep  a  man  travc  ling  after  vour 

e  Us  w  rite  them  lettirs  if  we 
can  get  any  nasonahle  amount  of  results  and 


iiard  cases.       It   will   pay  you  to  hav 


«e  can. 


\\ 


tin  rou- 


took   (  harge  of  the   Dowddi    I'owder  Co.'s  d 


vnaimle  and 


ycerine  sales    in    I  Ik    l{o(kv    AIi 


am   Stales  a    viar  .igo 


uare     iiilihe---,    and    giiier.d     ston 


III     We    are   at     llll.  ft  v 


lo  give 


(  these    liiiis    are    sold    to    hard 

kiepers  )  and  w  liil(    ue  do  mil    f,  ,1  I 

'Mit    the   (igores   wr    lia\.    as    h,    the   incPeas.'   id'  sal 

'"'"     "''    -"I'iMg-    e\p,nse    we    are    sure    that     fh.'     !)..«, I,,,    ( '„. 

"ill    not    refuse    lo   give   you    the    informal  ion.       Write    ,tnd    ,isk 


es    .111(1    |i  iluc- 


Ei 

ii 


Now    111!  11    w.'  have  made  a   succ 


ess   (d' 


Ig    e\p|os|\,s     for 


55G 


RrsiM.:ss(oHK,;si.(>x,),.:x,,^ 


K 

■PI 

<".^  ■     ^  '^^°-  ■""'  I"'""    '■"■•  11,0   K,„„.,  i.„; 

«ouL!;;:;:f''!,™;;';;';;-  '".;'"-•  >««  -. ,.,..,  ,,„„ 

"•■■-  '•■"-  -<:  .v"..r  .C M,,;.  ™" '  "'■  «^" "  '■''»'-  '.t  ^' .•«„, 

Vtry  truly  yours, 
r^^^AR  Sir: 

M-r,;::::::r't;'' -;:';-; '- - -p-...-.,,  .„„, 

'■ ■'■'■■■  '•■■ v,,„i„i,,/,,„.;,„  „:  "''7  ""•  ""I  "'•  ti,.  k.,ic,; .,, 

■i--- -  i::':r:;::; :,:::;;::,::'  ;;::77  "'^  - -  -r  ;„. 

"'■ '"'tv  o.p,.,.^<  i,,  ,,,,,,.,,;'' .."''■•    '""-tart'  i.  „,,.,,„  „,, 

--"'• ■'■"'•■>■"  «Jli::/;::';::;vr '"■■■'■' :'■'"■■■■' ' 

•^"",   as    to    voiir  sfat,.„„.„f   ti    » 

"■rrrf"-' ■ -"■- rii: !;::;:: ■■" "■■ 

■     '•'"'    -^"K""'   »'■  l"'.l  I.,   .■.il.r,.,,   III,.   Il7,„|,\,   , 

P-''"'>i.'>n'..r-:,i, , ,1,.,,    •     "-"^'-'■'l..-,i;.:..„l,„,„. 

;"'■ «■•■ "-.V-......  ;,,o:;,.,,  ';:,:: '7 ;:■'■''■' ^ 

"■"'■'■'■•" ■. :.i.'.,:d,r:;'"::'',r''''.''''^'"'™-''"' 

^^"■^    >ntUnrinrv    h,    .1 ,...  ''"''■   "'   ^C'lhiMi    (l,,.,f 

'  '"}    '  iii.(i    lis    in    .,,,,1 

'"     ■""'     M.U.-     IIS     H 


AHCJL'MEX'JWTIVE  LF/1'TERS 


O.)  ( 


Toenail  Co., 
aii.sas  Paint 

•'  cmild  ui,t 


■'<i  in  your 
lettcTs  Ho 
'■opositiou 

m-  of  ;„- 

-■'ativo  to 

now  our 

't  liouscs 

''^'•c  tliat 

ll.ldc      |i|, 

na!   caii- 

madf  a 

itTifore, 

<!o     Hill 

■■tl)lr    to 

to    fllr 

in|)aii\ 
(1  cmii 
)t  «'.ii,' 
I  t.'uir 
a,  hiif 
)  tli.'if 
lis    a 


Hitract  to  Hrite  their  fori'i<rn  saies-lettor.s. 


Tlieir  experiment 


>~>  - -•      ---n^i-i  iiin;in, 

-.s  SO  satisfactorv  tl.at  thry  -avo  us  a  trial  on  their  domestic 
sales-l.tters  wntm-r,  and  on  .Ja.uiarv  1.  1909,  thev  si^rnod  a 
'"-'(.-art  with  us  to  write  all  their  sales-letters  for  the  next  two 
vears.  TIh-  president  of  this  eo.npany.  Mr.  Smith,  told  us  re- 
'•ently  that  they  are  savin-  almost  .i<o,0()0  a  year  in  salaries 
>n,e..  they  adopted  our  syste.n.  Vou  „„.ht  'pho,,,.  Mp.  s,„ith 
uid  verify  this. 

W..    have   h.en    successful    for   other    people    and    we   will    be 
M.ecessful   for  you.      Practi.ally  every   custon.er  we  now   have, 
«lien  wntm^r  us  first,  stated,  in  effect,  tlu.t  l,e  was  -from  Mis- 
>oun,"  and  we  Jiave  shown  him.      Let  us  show  you. 
\ery  truly  yours. 

The  Umversitv  Corke.spoxdexck  Co.vrAXY. 
Dear  Sir  : 

In  accordance  with  your  request,  T  submit  a  summary  of  the 
-tnnated  economies  which  you  will  make  by  takin^r  s'pace  in 
-e  of  our  u.odel  loft  buildings,  and  giving  up  your  present 
New  \  ork  warehouses: 

Insurance: 

Saving  per  annum  .<stimatcd  by  Mr. 


hy  s.aairing  a  rate  of  1 1  cents  in  our  build- 
ing. :>gainst  rates  from  lii  to  .58  cents  in 

your   present   warehouses,  upi)ro.imately..    .*(),000.0() 
I. II  1)0  r: 

Without    allowing    for    a.lded    efficiency    of 

labor,  and  possible  economy  in  emergency 

belp,  Mr. estimates"  that  if  th..  ..n- 

tire   business   is    transferr.d    to   Brooklyn, 

five  (.-,)    porters,  at  .$1 ;}.()()  per  week,  can 

be  saved,  or  a  total  p.T  annum  of ;),;}ho  00 

Space: 

It   is  estimatrd    that    ;W.O0()    s(,uarc    feet    of 

"d 


date  as  much  merchand 


uiings  Hiu  acv'ommo- 


as  your  prcscjit 


o.iH 


m 


"h 


nUSIXKSS    rOHKESPOXDEXCE 

space  of  4J..000  .st|uarc  f.rh  This  is  bc- 
■<'au>r  of  the  .•UT,in^ri.,„eiit.  and  the  in- 
c'l-eascl  cuhical  oa,,,Lcity  of  the  storage 
-space.  'IMu'  (liffcniicc  Ijetwivri  your  prcs- 
*'nt  spa.v,  at  ^7  ccts  per  s(|uar("  foot,  and 
the  space  in  our  huildin-s,  at  ;}()  cents  j)er 
•sfiuan  foot,  will  effect  a  saving  per  y.ar 
of  approximately    ;.._       ,,^^_^^ 


Total 
cart 


tuna 


teri 


saving,    exclu 


SI  VI' 


iLSr 


)f 

.$ll,f)60.00 


Whil. 


our  estimates  of  vour  cart 


ri"' 


economy  to  v 


ou, 


I  I 


la 


feature,  because  it  is  dependc 
lishment  of  certain  throu'rl 


ve  consid(>red  it  w 


nt. 


cost  indicate  a  further 
ise  not  to  present  this 


etc.      It 


is  certain,  I 


o\ve\cr 


1  r.ites  f 
that 


be  greater,   for   t! 


will   be  the   el 


le    same   vohune   of  bu 


Tl 


unuiatinri    of  cai-tafr. 


Ins 


is  estimated  to  be  $^,118.00,  on   11.7.-) 


in  a  measure,  upon  the  estab- 

rom  \ew  England  territory, 

will  not 

cononiy 

ncs. 


vour  cart 


ige  costs 


siness. 


The 


ge  on  deiivenes   to   rail  li 


cents  per  package.  This  will 
crease  of  «.",  per  cent,  in  the  ( 
liveries,  and  the  possible  slirrht 


<•>!    packages,  at    18 


J)racticallv    offset   I 


)v  an  in- 


'ost  of  your  \ 


e\v  York  City  de- 


iiig  your  in( 
I 


•oniuig  shipments  from  water  lines, 
can  secur  .  through   railroad  rat.'s  from  tl 


increase  in  the  eost  of  receiv 


1  bel 


ieye  that 


H.  n. 


an( 


1  fr 


oni  H 


dl 


ound  Hrook,  uhirh  will 


'•  Hoston  X:  .M 


line 


res  11 1 


in  handling  incoming  shipments  from  t 
slight  increase  in  cost. 
]i 


111  an  economy 


les.    points,  instead  of 


roadly  .•onsider.'d.  the  propositio 
oconomy    of   approxim.ately    .^ll.OOO 


ap}iears  to  be  a  cert 


(){). 


niies    which  will  incr 


wit  I 


^':^■. 


se   this    to  .'fJl  ;■"),()(,().()() 


ain 
fiossible    econo- 


sonable    allowance    should    lie    made    f 
«!iich  cannot  !..■  a.aairately  ,..stimate<l,  sucl 


P'l-  year.     .\ 


rea- 


<'i'    incidental 


economics. 


tei 


1  as 


11    iM^ll^all( 


th 


possibility    of 


saving  ui  short- 


(luring  ru>li 


W 


x'asoirs.  etc.,  ef( 


securing    additional    space 


'lile   we    1 


ia\(' 


it    t 


le    [iri'sent    t 


line, 


iffi, 


I  ret 


spaci    m  our  building  No.  .'J.  we  h 


nve  ni 


■gotiat 


ions  wi 


th 


ARGUMENTATIVE    LETTERS  .^59 

l.TiTo  number  of  pn,.s,H..tive  tenants,  uhich  arc  in  about  the 
.s:um.  cond.tH.n  as  (hns.  .id,  vour  firm,  and  I  trust  that  vou 
w|  be  abk.  to  .J.ter„,ine  at  an  early  date  w.at  vour  aeHon 
will  f-  .n  the  matter,  so  that  we  „,ay  .ive  you  the  best  location 
pussible. 

Very  truly  yours, 

Bi'sir  Tkkmixai,  Co. 


I) 


K\R 


Sir: 


A<,'-itat 


if^n  tor  a  shorter  day  f 


variety  of  opDo 


or  iriiij  operatives  has  met  with 


P[)osinir  ar^riii,„.,|t. 
At  least  one  eontention  of  textile  and 


other  liiariufacturer: 


las  nev(  r  b( 


en 


outsiders  have  failed  to  understand.     IVrhaps  it  1 
made  quite  clear. 

This  is  the  contention-perfectly  f,roper-that  even  though 
the  weekly  pay-roll  was  re.luced  in  ,,roportion  to  the  reduc- 
t.on  in  workin<r  hours,  the  mills  nu^ht  still  face  serious  loss 
■or  overhead  expense  remains  static.  Investment  charges  on 
inuUhvfrs  and  machinery  are  just  as  heavy,  whother  the  mill 
runs  eitrht  liours  or  eighteen. 

Wh.  re  shorter  days  have  been  enforced  some  mill  men  have 
overcon.e  this  con.lition  by  working  two  shifts,  doing  twice  as 
nmch  work  with  the  same  machines. 

In  other  words,  they  hav..  had  to  get  more  "turnovers  " 
A  leaf  out  of  tlu.ir  own  book  right  here  might  be  ir.structivc 
to  textde  manufacturers  in  thinking  about  their  relations  with 
retail  merchants. 

JMease  note  the  enclosed  chart  of  the  cost  of  retailing  dry 
j,-ods.  This  has  bevn  compiled  by  ot,r  Commercial  Research 
Department,  whose  investigations  have  corroborate,!  informa- 
tion which  we  already  believed  to  be  accurate. 

Retail  costs  are  constantly  mounting-in  the  past  ten  years 
tlie  increase  wm>^  three  per  cent. 

What  is  to  become  of  the  profits.' 
^  The  retailer  is  being  forced  to  make  more  "turnovers"  of  his 
'■'"7    /'^    '"''''''"'    ""«■   '''f   '1  considerable    part   of  his   goods 
remain  long  untouched  on  his  shelves. 


:^,€^l- 


B=f 


pf, 


M        •■]     ■         t 


il 


:»  BUSIXKSS    (OHUKSI'ONDKxcE 

A  typical  small  store  operates  about  like  this: 
$10,000 


40% 

$14,000 
3 

$4«.()00 
10% 

$4,200 


Capital. 

rerceiita^rc  of  mark-up. 
I^tail  value  of  stock. 
Number  of  turnovers. 
'I'ot.il   business   Un-   year. 
IVrcenta^r,.  of  nvi  profit. 
Net  profit. 

equii)mcnt.  *  t'lpuai  and 

f  :: ;;;:;;i"'T- 1 '■""°""' '™" ™^" "">"•  ■"•' 

n.-ntation  and  i,n,oranee    e  '        '    "  I         '"''"''  "^  '"'^"^^'- 

l'.rl,..,,„  vo„  „r..  ,|„„  „„,.  v„„^^  ^.,  ^^.  ,_.^  ,^ 

Servki    I'i  Bi.isinx,!  ^'^,„,,^^.Y. 


CITAI'TKR    XVIII 

OnrciAL  LETTERS 


M 


1!M).   (icitcrdl  nilcs.~'V] 


iittc'i'.s.  wliicli  (lifrcrs  ii 


K'?-e  is  one  class  of   I,,) 


sint'ss 


1  most  rcspt'C'ts  IVom  lli,,v  whid 


liavr   pivvioiisly   hwu   (•(.iisidcird.   and    wliici 
veniently  he  called  "official  letters."     Tl 


.yoveninieiit  officials,  iiienil 


I   ma\-  i-on- 


)c\-  ai'c  used  hv 


(■(Ji 


■poi-atioii,  and  the  lik 


'crs  of  a  firm,  officers  of 


c.  in  writino  ahout  matters  that 


(ii-(» 


t  outside  the  scope  of  regular  husiness. 
'inetjmes  matters  of  importance  to  the  fi 
iinization,    hut    fre(|uentlv   are   of   i)urel 


Tl 


lese  are 


I  Inc.     Letters  to  tl 


that 


to  tl 
ask 


lese  niemt)ers  or  o 


rm  oi-  other 

})urelv    i)ersonal 

ffic 


ic  same  class.     Y 


xa 


mpl( 


lals  would 
lid 


he- 


cs   would   he  a   letter 


■s  a  husiness  man  to  act  as  a  meml)er  of 


comimttee,  one  that  asks  his  ad 
nswers  to  such  letters,  and  the  like.     In  fact,  anv  1 


some- 


hat  is  written  hv  or  t 


vice  on  some  (juestion, 
etter 


o  an  official  or  a  I 


.my  other  (jucstions  than  those  whicl 


nuular  routine  of  l)usiness, 

.11 


"Ificia.l  letter. 
The  stationery 


»usmess  man  on 


1  come  up  in  the 


as  an 


may  l)e  considered 


on   which  ofTicial  letters  are  writt( 


usually  differs  from  that  used    for  other  1 


n 


ters. 


It 


iS  most  fre(]uently  smal 
ilar  t 


)usiness  let- 
Icr  in  size,  of  folder 


orm,  and  similar  to  social  stationerv. 


head 


IS   fre(]uentlv   used.     Tl 


A  small  lett 


er 


lie  name,  o 


Ificial 


lis   contains   usualiv   onh 


position  and  address  of  tl 


M)metimes  only   the  address.     I 
liave  this  on  what  is  ordinaril 
of  tlie  folder.     Tli 

IV-36  501 


le  sender 


\'  c< 


wi     v.t;iiloi 


saire  is  at   present   to 
)nsidered  the  hack  pa_<>e 


irst  J 


>a<>e  U)  oe 


■I 


,1. 
i1 


r,(])> 


BUSINESS  (  (  H!i;i;si'(  )XI)ENCE 


i  ,- 


mi 


"  rittrn  ru.     If  a  second  is  necessary  tlie  other  outsi,] 
pa^e  is  used. 

OHieial  letters  fall  naturally  into  two  classes-  tl. 
'"'■'"'•'' ^""'^''•■'■"'■'•nnal.  Thrv  differ  so  ui.ldv  in  ton 
'»"(!  eonstrueti<.n  that  they  may  hest  he  ex.n.in'ed  sepa 
rately.  ^ 

1!»I.   Fnrma/.~l\mm\    letters  are   those   written    t( 

.i,^overnn.ent  ..(lieials,  inen.hers  „f  (-onuress.  olljcvrs  o 

♦'"•  "nny  and  navy,  an.l  otlurs  in  hioh  positions,  an( 

«v„erally  to  all  husiness  nun  except  those  with  who., 

the  writer  is  on  a  footin-  ..f  friendiv  faniiliaritv.     TIu 

letkTs  wrdten  hy  these  ir.divi.luals  are  likewisc'formal, 

llie  mechanical   form   of  these  letters  differs   froii] 

that  of  other  husiness  letters.      The   inside  address  is 

written  at  the  close  of  the  letter  at  the  left-ha,.d  side 

In  d  all  titles  are  oiven  in  full.     X<,  ahhreviations  sh.ould 

he  used.    As  correctness  is  so  necessary,  it  is  worth  while 

to  «-ive  a  hrief  explanation  of  m„re  common  titles 

l;>^^  r.sr  of  ////..v.-The  titles  I^rvcrnul  and  Hon- 
orahlc,  and  the  foreio,,  title  Sir  should  he  used  with 
the  fn-st  nan.es  ur.less  Mr.  is  included,  as  Ucvcrcnd  Sam- 
»cl  Jc/lcrso,,.  When  used  in  the  hodv  r,f  a  letter,  the 
should  precede  the  title,  as  ^the  Honorahle  Ja.ncs  Gor- 
don  Will  a.ldress  the  meeting;'  or  "The  llcverend  .Mr. 
Knox  hopes  to  I)e  |)i-esent." 

^^'ith  the  title  of  Doctor  uv  Professor  the  first  name 
may  or  m  ly  not  he  used,  accordino-  to  ehoicc 

r.ider  die  laws  of  the  Ignited  States  no  tjxed  titles 
a.-e  attac-hc.d  to  any  of  the  federal  office,-s.  Certain 
rues  have  hec.  estahlished  hy  custom  which  slu,uld  he 
I  oil  owed. 

Tlie  l^-esi,jent   should  he  add,-essed   The  Prrsiclcnf. 


-1"  outside 

isscs:  thv 
\y  in  tone 
led  .sepa- 

ritttn    to 
llifri-s  dl' 
ions,  and 
til  wlioiu 
ty.     TIu; 
'  formal. 
■I's   from 
I  dress  is 
md  side. 
IS  sl^.ould 
•til  while 
itlcs. 
d  //o//- 
cd  with 
id  Sniii- 
;ter,  ///c 
!cs  Gor- 
nd  Mr. 

it  name 

d  titles 
Certain 
>uld  he 

'sidcnf. 


A  ''■ovcrnor  or 


liiicfi  the  C, 


OFFICIAL    LF/1TI:ks 
mayor  shonhl  he  addressed  // 


>m 


v\ell.  Iloiiornhic  Jain 
.fcr.sr//. 


rovcnior  and  ///,y  //, 


is  I'Lvccl- 


)it 


or  tin-  Ma 


r.v  /-'.  Fielder,  (, 


,'ior,  or,  as 
Ovcnior  of  Xctc 


and 


.i"<l^^•t^s  and  jnsliees,  with  niemhers  of  V 


members  ol'  state  leoisjat 


)n<>'ress 


(>r<d)lc.     Senators  of  the  Ignited  Stat 
•I'vssed  as  Scnalor  Elilu,   Hoot, 
Hoot,  United  States  Senate,  if  tl 
I'd  as  the  destination  of  the  lett 


iirv  are  entitled  to  // 


oii- 


t's  ai-e  nsuallv  ad- 


// 


onorahlc  EHIni 


H-  Senate  Chambt 


r  IS 


.M 


er, 


en 


H>crs  of  the  House  of  ]{ 


•li-fssed    Ilonorahic   Carter   Cla 


epresentatives  are  ad- 


"•t  II  fat  I 
vailj 


'■t*.      In  state  leoishiti 


•v.v 


tl 


Hoi 


se   of   I 


ic 


mes  tlie  same  iisaj 


pre- 
pre- 


Any  titles  are  written  out  in  full   1 


may  he,  as  Licutenant-G 


K 


'cneral. 


)UTver  lon.r  thev 


The  titles  Superintendent,  ALn'nt    ete. 


after  the  name 


(i{ 


«-rees,  likewise,      -low  tl 


/'.  JoJi n  Stuart, . / ^en t.     II 


are  written 


onorarv 


ihhrcviated  oe„erally,  as  D.I).,  LI, J) 


le  name  and  are,  unlike  titles 


The 


salutation  is  usually  Sir.     Tl 


etc. 


close  is  Itespeetfullif  or  / 


/•//  ''( • ,  'eetfulli/. 


le  complimentary 


103.  E.vamples  of  formal  lethrs.—ln  tl 
the  letter,  the  strictest  formality  is  u\ 
hreyiations    or   collcxjuial    expression 
Xqy]-  fr( 
in   speak 

dd 


le   hody  of 


equently  the  third  person  is  used  througl 


init>-  of  the   writer.     The   1 


)seryed.     No  ah- 
s    are    permissible. 


lout 


in^uage  is  stately 


and  dignltied  to  the  point  of  coldness. 

The  following  is  an  example  of  the  formal  ofPcial 
letter: 


nir: 


MUM'tmo-    of    the    Wliolosale    T,uinl 


-roatiT  \e«-  Vorl<,  held  on  Marcl 


iiT    Associat! 


on    ()} 


V-iy 


1  30,  190!),  it 


wa^  rc'solvfd  fii.tt: 


I 


i 


m-h 


HISINKSS    (OHUKSPOXDKXCi: 


•ii- 


V- 


"'I 


i..':u:",';:;!:::  r:;.,";''  ^ •■  ■ '-' •■•  "■•■  ^v,„„ 

Ml  fliw  I,,,  ;  ■  '        ^'""i;;  'III  llu-  /inns  iii.-a..-. 

J^    tliis  clause  is  allowed  to  rem  il-i    fn   ll,     .      •«•  .  -n     • 

Ilcspcctfullv, 
T„K  Whou.:s.u.k  T^rMBK.  D^.u^kks'  Association. 
iJv  ,J„„x  r.  .Morris,  .SVrn/./r/y. 
Honornhlc  Thuoth>,  I).  SulUvan, 

House  of  Htprcsnitathrs,  Wa,s/,;,i^^rf„„^  j)    q 

h.    ,        turns  of   fa>„,i,.nty  with  c«cl,  oti.cr  it   would 
al,s,n-,l  to  use  the  shited  fo,.,nal  stvle.     For  tl     e 

M...   I..      J  ho  M.lonu.l  otlici.l  letter  is  in  f.et  the  ev.et 

' "'"'^  '"    "-•  '■"■■-'I.      I,  |„s  el,an,e.e,-  „  „ 'e  ^  , 

'■^"    ';'"■';   'f-  i'>-    «l."'«-   the    lo,- I    letter    s 

tni«n,si,e,l  ehiefly  l,y  i,s  h,ek  ol'  eharaeter 

In  laet.  it  is  har.iiy  1„, ,,1,  I,,  sav  that  the  onlv 

-l-|.>mtlK.i„,oru,alletteris,lK.toueho,-|Irs    ,am■ 
l•"^that  reasou  there  are  almost  nles  to  he  laid 


oscd  in  flu 
c  Aiiurlcvui 
prcsciitativo 
to  liave  tliis 

\Vll()|r>a|,- 
IIS  iiioan-,.,1 

'ivu  thou 
you  can  in 

'ill,   it  will 

t'  "orkiiii'ii 

tli'alfrs  to 

action  on 


UTION'. 


OFFICIAL    L1:TTEUS 

>\Mi  for  its  construction. 


r)  (',.-, 


J^ikc  the  ordiiiarv  personal 
letter,  ,t  n.ay  be  of  any  form  that  tlie  writer  chooses- 
iie  js  at  hherty  to  please  himself. 

The  sahitation  is  usually  Dear  Smith,  or  Dear  Mr 
Smth,  or  Dear  Jaek  or  anything  else  the  writer  pleases 
i  IH-  msHle  a.ldress,  if  used  at  all,  is  placed  at  the  end 
■■'s  n.  the  forn.al  oiHcial  letter.  The  con.plin^entary 
Hose  may  he  Shurreh,,  or  Cordialhj,  or  Faithfulh,, 
Others  are  frequently  used. 

in  the  hody  of  the"letter  the  writer  need  not  trouble 
iiiinself  to  be  correct  or  concise.  Clearness  is  easy  to 
<'f>ta.n,  and  courtesy  is  natural.  C-haracter  is  the  c'mlv 
'IMahty  the  writer  has  to  concern  himself  with;  he  should 
aun  to  give  the  letter  the  stamp  of  his  own  personalitv. 
10...  A.y,,;,^;/.._The  following  are  examples  of  the 
iiiiormal  ofhcial  letter: 


len  who 
t  would 
)!•  these 
tine  of 
is  de- 
c  exact 
•e  than 
is    dis- 

e  only 
inalitv. 


Mv  i)KAR  Professor  Jones: 

I  will  have  the  printer  send  you  two  proof's  of  vo„r  articles 
•HK  rev.ses  whenever  you  think  necessary.  I  will  h'ave  hin,  also 
-1  ow  copy  as  to  spelling,  althou^.h  in  ^ivln^.  this  instruction 
I  shall  feel  a  hftle  as  I  shou.,1  if  I  were  to  ask  Dehnonico  if  I 
nu^rht  hrin^.  a  frie.u]  to  dinner  in  fiannel  shirt  and  .noccas.ns, 
>a.d  r.end  l)emcn  bent  on  simplifying  .nodern  attire  and  prevent- 
ing' the  enormous  waste  of  ^inie  which  it  compels 

The  ho<ly  of  your  articles  will  be  set  in  fen  point,  and  the 
fuHilatcd  matter  in  eight  point.  We  shall  be  glad  to  have  the 
'■••P.v  ns  early  as  possible  in  order  that  we  .nay  all  have  plenty 
of  tune  to  go  over  the  proofs. 

Sincerely  yours, 

,,     ..  „  Jamks  IIllis, 

/  rofessnr  t  rank  E.  Jones, 

Vukci^Uy  of  i'cckskiii,  .'Sclicnectad/,,  Xck  York: 


w,- 


.5(1(5 


nT\SLV£SS    CORRESPOXDEXCE 


ihAR  Mn.  FiiA.NKi.ix:— 


...  ,i „•■,,■;'''■";■•  :■■"  "■'■■>■  "■""''>   ' '"I" 


v....  ..Mr  .■.],|,iv,.i,-,.;.,M  „/■  v„„r  „,„.l. 


cl..,M,.,„„„l,;, ,  '.'■'•■"l".-."......N..i.....mve 


K..I.I....  ...  v...ii-a.,ili.,v,„„|i„,|,„|,-v 


iJ/r.  Kdxcurtl  Fninhliii, 

ThcCarnaal  Kc/,  Cmnpanu,  Sr.c  York  City 


TlIOMA.S     (JhaVKS. 


QUIZ  QUESTIONS 

PART  I 

ADVERTISIXG 

[The  numbers  refer  to  tnc  numbered  seetiona  in 

the  tejct.) 


CIIAin^KR  I 

iriSTOKV    Ol-    AI)VKKTLSI\(; 

1.  AVlmt  effect  did  tlie  increased  pioduclion  of  ^r,„)ds 
have  oti  advertising;' 

2.  DeHne  advertising^.     AN'hy  did  not  the  cohhler  of 
the  I7tli  ceiitmy  need  to  advertise:* 

.*{.   What  was  the  most  i)rimitive  form  of  .•idvertisin^v;' 
■t.    How  did  the  media-val  Irader  announce  his  wares ^ 
■").   (iive  some   early   examples   of   the    use   of   "si|^-n. 
ttoards." 

«i.  Why  was  haiidwritin<.'  used  so  jon^-  ;,s  a  means  of 
advei'tisiny:' 

7.  \anie  some  forms  whicii  ad\  (  ilisiuLi-  sjuns  take 
to-day. 

H.  Wjiat  eoiinlry  produced  tlw  lirsl  ad\  (  rt  isement  of 
■'  <"rntM.i<i;,|  natin-er  What  pr.xhicK  ntre  the  suh- 
i'-cls  of  early  advertising!' 

!>.  What  |irt.(hi(  Is  were  advertised  durin«r  the  earlier 
vi\\\  liistorv  f 


.1.    ..r    \  .. 


'-■-"n;;;::::;r::;::;;::-:';:-r'--"-,, 

<.(•  lw;o'     ■        "  '""'"■"  '^^'""J"'-^  "ill,  ll,e  ,«,„ 


r- 

illCS 


C^TI.M'TKH   It 

''^v(  M(M.o,;v  or  Ai.vKirnsixo 

\«-  Wl,y  ,1,,   l.usiness  nicn  oik.,,   h-nr   •.  •     .• 

''«-'.sMlK.stu.|yorpsyc.hoIo^.V?  '""""'"^' 

^?>-     How    \\(i(]I(|    Jl     ii,,!,,    (1*1 

11,,.  ,Min,l  „,.  „„|,,  ;'      '"■,•■"'>■■' I'-'-  I"  l-i ■  ll,,,t 

fnl'    "'"■"''  ;'•''  ""   '"'■  •*"«■''  '■"  ""■  ""-'  ' ' 

"'  ""  i'l'i'ilisfrs  i,„i,it  „f  v,V„.? 


'»  of  ail  ()l(i 

■>    <1(\(  loj)- 

L'aj)er  and 

iindard  of 

s  and  the 
'lit  of  ad- 

vvard  ad- 

izines  to- 

o  advcr- 

le  issues 

^ver    tlie 
due   to 


griZ  QUESTIONS 


569 


\i  I  id  ice 
^v  I  hat 
harae- 

.   -r  a 


•2-2.  Glw  aji  ilhistration  showino-  how  the  iinao-es  pro- 
'liK<<l  hy  the  sioht  may  call  other  iniaoes  into  heiii^r. 

•-'.■{.  Sjiow  how  the  iniarrination  is  connected  with  the 
.■iio!orinij)ulses  tohuy  an  article. 

•-'4.  What  two  points  are  to  he  rcnicmhered  in  con- 
nection with  iniaoination  ^ 

-'.•).  Give  ilhislratioiis  of  the  points  mentioned  under 
(Question  '2i. 

•20.   U'hat  does  Mr.  Deland's  story  of  the  ruu-  iUus- 

(late.^  "  ^ 

27.  Why  siioiild  the  advertiser  appeal  to  more  than 
one  sense  f 

•28.  ^Vhy  is  the  A'ietor  talkinn.  machine  advertisement 
■•■  .i4o<hI  illustration  of  the  appeal  to  emotions^ 

2[).  Why  should  exa<..rerat!on  he  avoided  in  an  ad..? 

ao.  ^Vhat  is  meant  hy  rhythm?  A\'hat  comiection 
!i;ive  our  hkes  and  dislikes  with  the  suhjeet  of  rhvtlim: 

••n.  Of  what  i)ractieal  importance  is  rhythm  to  the 
;i(l\ci-f  iser? 

'i'2.  Why  should  the  color  f.ne  of  an  a.lvertis.  ment 
pi-odnee  a  pleasant  fcelinu.' 

•  V,i.  Wliy  should  form  and  pn.por{i..n  he  ohserved  in 
.in  advi'i'tisLiiK  lit  .' 

.'{4.  When  is  our  atfenfion  employed  to  hesf  advan- 
lao-e?  How  is  siitenee  slriielure  coiin.rled  with 
I  (lythm  ? 

'i').  Critiel/e  from  the  j.oiiil  of  view  of  an  advertise- 
nicnt  the  sentence  structure  of  ih.  AiiMrh.s  and  lirll 
I'l  lephniie  ads.  as  ^'iveii  in  tin   IcxI. 

.•{(>.    Why  should  the  advertiser  eater  to  the  eye's  de- 
sire for  ease? 
MT.   Wh 


H 


Men   j,s  ine  ihovenicni 


facilitated 


"I    tile    e_\r    most    easily 


r>To 


ADVEiiTlSING 


t 


i 

I 

I 


;i8.  Describe  l^rofessor  iruey-.s  experiment  to  dete 
mine  tlie  movement  of  ilie  cyt'. 

Jt  ^V':^^  '"''"^''1'^^'  '^  ^''-'^'te,!  in  the  a.hertisemei 
oi    Ao.  ()   :" 

M    Why    are    the    more    familiar    arrangements    c 
wonis  more  easily  remembered.^ 

41.  Whieh  pait  of  a  printed  letter  contains  the  mo.- 
eharaeteristies  by  uhieh  it  is  ree()o-„ize(H 

42.  Show  the   psyeholooieal   point   involved  in  Pre 
tessor  .AJ nensterbero's  story. 

4;i.  AVhat  common  fanlt"  is  found  in  manv  ads.  whie 
em])hasize  two  or  more  ideas? 

Toh"^"  ^^  IT'  tl^'"  ''"''"'  "'■  ^"^^«-^-'^^'«"  ">-st  success 
rullynsed.^  ^^  »'='t  i'onr  cardinal  points  are  to  be  kep 
mmmd       U-,,atpa-    'oes  eonti<lence  play  in  a  trai. 

medtine  m!:;l  ""'"  ^  ^"^^^^*^""  ''  "^^^  '>'  ''^'^^^ 
■i-;.  \Vhat  is  oained  ])y  repeatinn.  an  ad.  contimiallyi 
4<..   Illustrate  suo..-cstion  by  inference. 

47.  Xame  other  emotions  or  instincts  which  mav  be 
Morked  np..n  successfully  bv  the  advertiser 

48.  What  help  n.ay  be  obtaine.l  from  psvcholoiri.a) 
slinhes  ni  d.vnlnu^  H.,  ,„estion  of  connucrciai  in.itatlo,.? 


ADVI  l{TIs|\(;     rKCIINKvrF. 

40.  What  r,  I.Uion  has  typou-,,,p|,v  to  advrrtlsin<.-? 
^y^"'-    '^     '-    '"'"i    system    usr<l    by    primers? 
U  i..il  ad\.„la«-c  has  couic  fro,,,  >landanli/ation  of  fvue 
•size.s  i  ■  ' 

■''.   ^VI'^"is'H.;mtby  th,,mn-lypehi^h'*?      What 


'  to  (leter- 
"rtiscment 

'IMCIlts     ol' 

the  most 
1  in  Pro- 
ds, which 

:  success- 
'  l)e  kej)t 
1  a  trade 
y  patetit 

tinually.'' 
may  he 

loloirica) 
litatior'.'' 


t' I  Iters:' 
III'  type 

What 


QIIZ  (,)Ti:s'ri()Ns 


571 


is    the   stamlan]    lieinht.''     X: 


niK 


ler  tl 


le  point  .svsteni. 


ime    the    chief    type    sizes 


II 


ow  is  the  wi(Hh  of  type  measured 


y-i.   W'liv  was  tjie  ]ett 


II 

A  1 


er  m   adopted  .,s  a  staiuhird:' 


ow  wo 


nid  yoi,  jiuh'cale  (lie  Kiioth  of  a  hue  of  t 


meol  type  -j',;  iiiciies  ]onn-  eoulaiiis  I 


ype: 
low  many  picas: 


marv  news- 


printing! 


What  is  the  widili  of  a  cohnnn   (.f  an  ord 
paper?     Of  the  popuhir  ma,na/inesr 

"ii.   \\'liat    spaces    shonhl    he    ohserved 
How  tin  the  sj)aces  vary  in  size." 

53.  Why  should  tlie  ad.  writer  at  first  not  try  to  in- 
dieate  the  sizes  of  type  in  which  each  part  of  the  entire 
a(h  is  to  f)e  set? 

.3<).   What  practical 
tiscr  to  jiidi^c  the  niimh 


iiJians  may  l)e  used  hv  an  adver- 


and  to  select      desirahlc  stvl 


■r  of  Ictteivs   I'oi' 


a  ^iven  sj)ace 


merit 


e  or  size  for  the  advcrtise- 


.>7.   What  suggestions  may  he  helpful  in  select 


proper  style  of  tyj)e,  etc, 
•JH.   \\'liat  practical  m 


mg  a 


gain  ideas  regarding  hordcrs? 


ly  is  open  lo  the  'idvcrtiscr  to 


.")!>.  On  what  I 


'asis  does  an  advertiser  pay  for  his  ad- 


vertising space?      What    is    the   difl' 


i'c,L,iilar  .igate  typi'  and  the  i 


erence  hetween  the 


()0.    What 


IS  a  "cut 


X 


<il.    What  are  tl 


icwspaper  agalt   tvj)e? 
ame  the  \ari(,us  kinds. 


le  essential  instnunents  and  materiaU 


necissary   for  producing  a  zinc  etchiiiu?     1) 
pi'ocess. 

ii'2.   Descrihe  the  j>i'occss  of  zinc  (  lehinu'. 

<■>;{.    Describe  the  procedure  of  makiiio  a  lialf  t 

<:^.    \\hal  is  the  hest  kind  ..f 


escnhe   the 


one 


cut 


"eopy"  for  a  half  tone 


«;.). 


w 


lat    is   tile  |»;iM 


eiil  .'  a  h.dl 


III   hasis  of  charging  for  making  a  zinc 


lOIH 


o72 


AD\  KK'lisiXG 


i|^^; 


<'<'.  Oi'  what  importance  is  the  "sereerf.'     ^yu.,t  •, 
someot  thepopuhn-sereens:' 

♦  )7.   How  are  wood  cuts  niade.^ 

<>«•  ^^  Jiat  are  impression  cuts'* 
^-  Hyu    lon^  does  it  take  to  „,ake  a  ^ood  elect. 

n  P^       I  ..w  n.u.y  miprcssions  should  a  ^ood  .,ne  nmk, 
'«•     ^''^^t,s    he  ddrerence  between  the  -shells-'  of, 

-    i.s  the    lead-mold     produced.'     W'hat  advantage 
lias  It  over  the  copper  electrotype  i  ' 

71.  If  cheapness  rather  than  fine  work  is  desired  wha 
process  may  be  employed  bv  the  advertiser^ 

.:^n  hat  features  should  be  considc-ed  from  a  print 
n«   po.nt  of   view  u,   preparino-  ,,,,,,.   ,-,,  ^^  ,„     ^ 
l-..-a,.wspaper.     IWH,  the  i^en  Day  proems. 

.^Uhat  bad  eonddioMs  in  newspaper  printino.|u. 
311.  (,e..r^re  Hunter  lrie<l  to  overcome? 

74.  Why  should  an  advertiser  know  somethin..^  as  tc 
tlic  costs  ot  producino-  ,uts,  half  tones    etc  ' 

7^.  Uhat  are  son,e  of  the  important  facts  about 
i-apei  ^^l^eh  an  advertiser  should  know' 

,,,r;.'Is''  r'"'  '''■  ^"^'" 

on^.        „ve  son.e  of  the  conunon  sixes  of   book 

P^Uei.  What  paper  is  conuno.dy  used  for  colored 
poster  work  for  out-of-door  advertising^  AV'ha  "I 
the  usual  sizes.?  ^  ^^^ 

'^•'';>"'f"^^'snmy  the  advertiser  put  cover  paper 
-<;     '>.-•.!    and    n.anda    papers.     sL,    advanl^ 

"'•»>lH'A^a,ned  ,t  a  prop..,,  tu.t  is  selected  in  eolo,.  w.H- 
>\liat  IS  meant  by  the  word  'piy'V 

rn.    Whatetrecthasteinperaluivonpaperr      Wh.Vh 

^^•l\        Is      Dailci-      ni,  wl       1,1  .. I..      1  .       ...        

l-r-umo.  ,1,..,.  ,hi„«s  „l,al  a.lum,„ije  ,U„.  ,|,,\„K,,:. 


\^ 


^^'llat  are 


k1  (.Ic'clro- 
>iic  iimkc.' 
■lis"'  of  an 
)!'  nickel.'' 
i\iuitag'e.s 

ired  w  hat 

1  a  pi-int- 
la^aziner 
eess. 
itino'  lias 

11^'  as  to 

s    about 

Cor  fine 
of   hook 

colored 
liat    arc 

■  |)a|)er, 

ianta^e 
n-  work 

!'■•'!'<'•' 

Which 
.'     iiy 

ad\cr- 


QUIZ  QUESTIONS  573 

User  <rain  wlicn  dcalin.tr  with  the  paper  merchants 
W  hat  caution  shouhl  he  ohscrved  in  l)uyin^  paper  made 
of  wood  pulp.'  What  eft'cct  does  heat  and  h"oht  Imve 
..n  colored  papers^  Why  should  bond  and  linen  papers 
he  thorounhly  seasoned^  What  press  room  conditions 
should  he  kept  in  mindr  Name  two  other  precautions 
that  shoidd  he  Jiceded  hy  the  advertiser  in  printinn-  uimii 
paper. 

71».  To  })roi)erly  test  paper  what  apparatus  is  it  neces- 
sary to  possess.'' 

80.  In  tin-uriuu-  stock  for  a  booklet  what  fact  should 
be  kept  in  mind  reo-anjiun-  the  number  of  pages  a  leaf 
will  carry  { 

81.  \Vhat  ])earino'  has  the  amount  of  waste  to  the  size 
of  pa])er  selected  { 

CTTAPTEU  IV 

COXSTHrC'TI\(i    AX    ADVEHTISE.MEXT 

82.  WHiat  strong  motives  often  induce  advertisers  to 
violate  the  rules  of  harmony.'' 

8.'}.  Are  illustrations  always  effective? 

84.  What  considerations  are  to  be  noted  in  deter- 
mining the  amount  of  space  to  be  used? 

8.).  Which  consideration  would  you  place  first? 
How  would  you  use  the  approi)riation  upon  the  si)ace? 

8(;.  Compare  the  relative  im])orianee  of  size  of  space 
and  expense. 

87.  Can  a  goods  be  over  advertised? 

88.  AMiat  kind  of  goods  need  the  larger  space  be- 
eause  of  their  nature? 

89.  Discuss  till'  relation  of  sj)ace  to  the  character  of 
iiie  publication. 


UO.  How  did  Mr.  C, 


am  of  'A'anam."kci-'s  store  solve 


574 


.\i)\  i:Krisi:,(; 


the  question  (,f  rclati.,o-  th.  appn.priali.m  to  the  anion, 
ot  .s{)aee  necessaiy :" 

1>1.  \Vhy  shonhl  an  advertising  writer  he  readv  1 
saen/icc  eleverness  for  the  sake  of  hrevitv?  Ihnv  nn 
lo.eernh.ess  hv  uain.,].'  How  n>av  Ihe'sales  storv  I 
n.med.  A\-l,y  will  eare  in  n.akin-.  a  lav  ont  savj  th 
advertiser  expense.'' 

J>2.  Wliat  is  the  ehief  purpose  of  making  a  ]av  out  i 
n.ass  lur  an  a.l.f  Deserihe  the  n,etho<l  of  proeedur. 
i)escnhr  a  method  of  testino-  lov  typ.'  harn.onv. 

:>.*J.  How  shouhl  eno-ravinos  whieh  must  he  used  in  ; 
cut,  hut  whieh  do  not  mateh,  he  handled.^  How  an 
small  euts  nenerally  hest  disposed  of  in  an  ad.?  Ihns 
can  the  white-  space  ahout  a  eut  he  re-.dated?  Ihns 
should  the  title  plaee<l  under  an  enoravino-  be  set? 

94.  \Vhat  details  should  he  o-iven  to  the  compositor 
when  a  lay  out  is  made  for  him  ^ 

J).-,.  How  may  costly  mistakes  in  the  composing  room 
he  av(,ided  hy  the  advertiser;' 

00.   What  two  thinos  are  important  in  detenm'nincr 

tiie  form  of  an  ad.?  '" 

f>7.  What  is  a  "proof?     Wha(  is  the  cheapest  kin.P 

AN  hat  pomts  should  he  looked  for  in  correcting  proof? 

AVhat  is  a  hlue  print  and  in  what  class  of  work  is  it 

economical  to  use  it? 

08.  \\'hat  are  the  characters  for  the  following  changes 
m  i)roof:  'Xo  paragraph:"  'put  in  lower  case;"  '-take 
on.t  type  or  matter  with  a  hue  drawn  through  it;"  "trans- 
pose;" "insert  period:'  'insert  Ci)mma;"  "two-em  dash;" 
"straighten  lines"? 

00.  Wliat  is  a  "closing  day"  as  used  hy  magazine  and 
newspaper? 


s^ 


le  amount 

ready  to 

flow  may 

story  l)e 

save  the 

ay  out  in 
rocedijir. 

used  in  a 
How  ai-e 
.?  How 
1.^  How 
let? 
m[)o.sitor 

ng  room 

rmiiiiriiT 

st  kind.^ 
;•  proofs 
irk  is  it 

chan/res 
take 
"trans- 
dash;- 

ine  and 


QUIZ  QUKSTKJNS  575 

CHAPTER  V 

ADVERTISING    MEniUATS 

100.  Define  the  term  medium.     What  is  a  pcriodieal .' 
What  is  a  nmga/.'mv^ 

101.  State  the  chief  differences  hetwecn  a  magazine 
iiid  a  ncM'spaper  from  an  advertiser's  point  of  view. 

102.  AMuit  infiuenee  should  the  character  of  the  ad- 
'xrtiser's  noods  have  on  tlie  selection  of  a  medium? 

108.  How  would  you  set  about  to  find  out  the  char- 
acter of  a  newspaper? 

104.  What  qualities  are  considered  of  first  ma<rni- 
tiide  in  estimating  the  character  of  a  newspaper  or  a 
iiiafrazine? 

10.).  Why  should  a  careful  study  of  local  habits  and 
customs  jirecede  a  choice  of  the  evenin<r  or  mornin-r 
newspaper? 

100.  How  far  should  "p,^cneral  impressions"  fvuide  one 
ill  the  selection  of  a  newspaper? 

107.  How  far  should  persona]  prejudice  govern  in 
the  choice?  How  may  a  business,  a  bank  for  instance, 
keep  in  touch  with  the  public's  opinion  of  a  newspaper? 

108,  What  is  the  prime  element  in  the  character  of  a 
trade  journal? 

100.  What  advantages  has  a  trade  journal  over  a 
iiiagaziiv^? 

110.  A\  hat  influences  have  tended  to  keep  down  the 
standards  of  trade  papi-r  advertising? 

111.  IIow  are  the  trade  j)apcrs  attempting  to  over- 
come tluir  handicaps? 

112.  "\\  liy  do  trade  pajx'rs  emi)liasize  "quahty  and 
not  size  of  eireulatio?i  ? 


T.-fV: 


57() 


Ai)\i;i{'risi\c; 


n 


ll-'J.  (tIvc  ail  illustrali..,,  ..f  a  papn-  wl,i,.|,  analvzo 
tlu-  (juality  of  ils  ciirnlatio,,  lor  its  advcTliscrs. 

Ilk  Show  liow  it  iniulil  he  „,(,re  rosllv  to  usr  a  !,i..| 
pnccl  ,naoa/i,K-  with  hio.  o,,,,,,,!  ciivnlalH.n  thah'i 
woMl.l  he-  to  .ISC  a  Ira.lc  .j<.urnal  with  sn.all  ri.vnh,tio„ 
even  tho.ioh  tlie  same  auH.u.it  of  nio.icv  was  spcn 
ii[)()ri  it. 

Il">.  Wliat  inlhieiice  dors  the  editorial  pohrv  have  oi 
the  fharactcT  of  a  incdiimi '. 

HO.  W'iiat  advaiita-c  is  nrained  hy  usiiio-  c-oncrctc 
dhistratioiis  in  technical  advertisements.' 

117.  Of  what  is  the  general  nature  of  ^Uxv  adver- 
tismo-"/  How  are  "personals"  looked  upon  hy  the 
trade.^ 

lis.  Why  is  it  not  considered  o-ood  Inislncss  policy  to 
si^ii  an  advertisino-  contract  for  two  years  or  morcT 

Hi).  Accordin...   to   statistics,   how  many   magazines 
are  furnished  per  1,000  of  ])opulation^ 
^  120.  How  could  a   i)opulation  maj)   aid   the  adver- 
tiser?    What  would  such  a  map  contain.' 

121.  A\'liat  two  factors  largely  determine  the  adver- 
tising- rates.'' 

122.  Why  are  the  IahVics  Home  Journal  and  the 
Delineator  considered  women"s  papers.'  What  makes 
them  valuable  advertising  mediums? 

12.*J.  What  differences  can  he  easily  made  between 
the  various  j)ublieations  known  as  general  monthlies? 

ri-k  Does  the  editorial  jx-int  of  view  indicate  a  men- 
tal stale  of  the  readers?  How  is  this  imp.,rtant  to  the 
ad\crliser? 

12.>.  What  important  eontrihution  has  Collier's 
Wccklfi  made  to  the  advertising  practice  of  the  day? 


.•iiialyzcs 

se  a  Ih'm-Ii 
I  tliati  il 
•(•Illation, 
as    speni 

'  lia\c  on 

I'onci-etc 

V  a(her- 
l)y   tlic 

I)()licy  to 

ore.'' 

a^azines 

3   adver- 

u  iulver- 

aiul  tlic 
t  makes 

between 
lilies.^ 
a  iiien- 
t  to  the 

"ollicr'.s 
(lav? 


griz  gnisTioNs  r,~- 

CIIAPTER  VI 

ADVERTisixci  MEDIUMS   (Continued) 

12<->.   What  .listinetioM  <lo  a.lvertisn.o-  men  make  re- 
'^nuhwr  newsjmpers  as  to  plaee  of  puhlieation  ^ 

127.  ^Vhat  (Iocs  the  rm'ted  States  ee,.sus  say  re<ra,.,l- 
in^r  newsi)aper  co-operative  i)rintin^r?  '       ^ 

128.  In  what  seetion  of  the  Tnitnl  States  is  the 
lar-est  i)ereenta^re  of  eo-operative  printing  done^ 

120.  .Vime  the  ehief  ready  print  lists  of  the  I^iited 
■Mates.  A\  hy  is  the  eounty  newspaper  important  to 
advertisers? 

l.'iO.  Should  tlie  advertiser  form  a  definite  plan  as  to 
tins  apportionment  of  his  apj-ropriatioti  before  an- 
proaehni^r  a  publication? 

m  ^M^at  three  questions  arise  in  deeidina  upon 
space?  ^      ^ 

l.*J2  Xame  in  order  the  positions  in  a  newspaper 
^^■lHeh  the  i)ublisher  considers  important.  How  are  the 
positions  ranked  in  a  magazine?  Whv  is  a  hio-her  rate 
asked  for  a  position  on  the  rioht  Jmnd  pa^^es  than  on 
tlie  left? 

V'iii.  If  an  advertiser  has  a  crood  j,osition,  is  it  neces- 
sary  for  him  to  use  as  much  space  as  he  would  use  in  a 
poor  position  ?  A\7,uld  you  place  an  ad.  for  bonds  next 
to  a  patent  medicine  ad.  ?  Why  ?  How  does  the  Satur- 
day/ Evening  Post  relate  its  advertising  to  the  reading 
matter?  ° 

VU.  What  is  the  argument  from  an  economic  point 
ot  view  for  the  one  price  policy  in  advertising  rates? 

13.3.  What  argument  does  the  rate  cutter  use?  ^Jvp 
an  Illustration  of  tbe  relation  of  advertising  to  the  cost 
of  publication. 

IV— 37. 


iil 


■""  Ai)\i:inisi\(j 

1.30.  Show  how  rates  are  varied  ,.v  adopting  a  bus, 
"CSS  pohey  Mhieh  all(,u-.s  rebates,  ete.  ' 
is  '•^;'  "^^^;'.'^"^'^^^^l'"I>orspaec  freq.ientlv  soM^     Wh 
■    an  advert.s.Mo-  .xpert  ahnost  a  necessitv  when   tb 
question  of  newspaper  rates  comes  up? 


SUPPLEMKNTAKV    AOVKirnsiXG    AIDS 

j;JH.   JVhat  is  n.eant  by  supplementary  advertising^ 
1.30    How  does  street  ear  advertising,  compare  wiU 
other  forn.s  as  to  systemati.ation?     n;.-  uu  nv  Jr 
would  be  red u  red   for  ..  cf,.„  ♦-  .  *    earns 

the  r-.ited   Sf  t       ^'''/'^'''^  ^'^^  camjmi^n  coverin^r 
'^    I  .Hted  States  and  Canada  r     What  would  be  the 
eost  ot  sueh  a  cam])ai_on  .^  ^"^ 

^    1-*|>-  What  eomi,arisons  should  be;       '    before  ado  nt 
n^,  street  ears  in  preference  to  the  loea.  p.,  tt't 

general  ,n.pressions  n,ay  help   one  to   deea.  VI  a 

\^\j       "'V"  "  ^'"'""'^  "^  *'^^  ^'l"ve  ad.? 
1-il.  llow  is  du-c'ct  apj)eal  ol)tained? 

advel^is^^'f  '""'""""^  "-^  ^"""^^^-  -^'^  ^t-t  ear 

adve^^is!;!;?;''  ''"^  "^''"'^  ^^-^  ^"^^^^">-^  "^  -^^^-^ 

144 What  objections  have  been  interposed  by  way 
of  protest  against  bill  boards?  '         ' 

14.3.  What  are  .Mr.  Samuel  Dobbs'  arguments  sud- 
portmg  the  commercial  point  of  view?  ^ 

street  •c^:':i"''\n';"'^r  "'•'  '■"  '"^^^  ^^-  '''''^  '^^ 
ticet  ca,   a         AM.^t  ,s  the  s,/e  of  a  standard  sheet  ^ 

Its  cost?     \Vhat  n.f.t  cl„.,.i,i  1.  .7.^.-.  .-.       .    ,     .  • 

oiJI  boards  m  different  cities?  ^ 


I  VtifBiTI'TrYJriftiia 


ig  a  husi- 

1^     Why 
^vhen   the 


crtisin/T? 
irc  with 
ly  cards 
-overirig 
[  be  the 

2  adopt- 
What 
\Miat 

lat  does 


•eet  car 
mtdoor 
)v  wav 


:s 


sup- 


ith  the 
sheet '.      J 
I  using 


QUIZ  QUESTIONS  .-,T!) 

1 17.  How  is  the  hill  hoard  advertising  ])usiness  cori- 
t lolled?     How  would  you  ])lace  your  husiness? 

U8.  How  are  painted  signs  classilied? 

UO.  What  risks  are  taken  wiieu  an  advertiser  uses 
cither  a  bill  board  or  a  painted  sign? 

CHAPTER  VIII 

SUPPLEMEXTARY  ADVERTISING  AIDS   {Continued) 

l.)0.  When  did  electric  sign  advertisements  begin? 

1.51.  Are  electric  signs  popular  to-day? 

1.52.  How  do  the  prices  run  for  electric  advertising? 
lo.'J.  What  trade  influences  often  decide  the  location 

'»r  an  electric  sia-n? 

154.  Has  the  advertising  agency  interested  itself  yet 
with  this  branch  of  the  business? 

lo5.  How  may  electricity  be  used  for  advertising 
purposes  indoors? 

156.  Wliat  practices  gave  house  to  house  distribution 
;}  bad  n.ime? 

15T.  AVhat  risks  do  the  advertisers  take  who  rmploy 
this  method? 

158.  What  means  are  being  employed  to  give  adver- 
tisers good  sen-ice  under  the  distributing  method? 

159.  Why  should  the  maker  of  advertising  specialties 
keep  in  touch  with  the  user  of  them? 

160.  What  two  tendencies  should  be  guarded  against 
by  the  advertiser  when  he  decides  to  use  novelties? 

161.  Wliy  has  the  calendar  become  so  i)opular  as  an 
advertising  specialty  ?  AVhat  evidences  are  there  of  the 
growth  and  strength  of  t'  ;  •  meanK  i^f  oriyertisi---  In- 
using  the  calendar?  ^     '' 


162.  What  firms  find  the  calend 


ar  especiallv  useful? 


K-^^lb^ 


580 


ADVERTISING 


103.  What  cunmlativc  cil'ect  is  referred  to  as  being 
the  [)rime  arouineiit  in  favor  of  the  calendar r 

104.  What  danger  is  there  in  using  blotters  as  ad- 
vertisements if 

Km.  IIou-  di,l  (Ik-  use  of  the  house  or^•an  orininnte? 
How  many  house  oro-ans  of  (he  better  class  are  pub- 
lished to-day  in  the  [Tnited  States? 

UUk  Into  what  divisions  may  house  or<.rans  be  di- 
vided.^ What  field  was  left  unexploited  until  the  house 
organ  a  j)  pea  red.'' 

l«r.  Why  should  sales  ideas,  profit  making  schemes, 
etc.,  he  emi)hasize(;  in  the  house  organ  which  goes  to 
dealers?  Is  this  j.ubjication's  best  objects  attained  if 
it  IS  nothing  more  than  a  collection  of  clippings?  What 
qualifications  should  the  editor  have? 

1<!8.  Has  th(^  house  organ  i)roved  itself  a  valuable 
advertising  medium  in  the  .  •)inion  of  sales  managers? 
ITow  may  a  small  cor  rn  reduce  the  cost  of  publishing? 
W  a  concern  is  eng.  .,ed  in  two  different  lines  of  trade, 
Mhat  sho.dd  its  p,dicy  be  in  publishing  a  housr  organ.' 
U-Ah  In  publishing  a  booklet  what  mistake  is  (^'ten 
made  in  regard  to  si/e? 

170.  Why  should  ..«!,.  or  fanciful  shapes  be  avoided? 
How  should  an  advertiser  appeal  to  his  customers 
tlirough  a  booklet .' 

.■1.   What   lesson  may  be  learned  from  the  method 
employed  by  the  Xati..,,..!  Cash  Register  Company? 

CTTAPTKH  IX 

PRoiu.iM  or  THK  i?etatij:r 

^   172        \^    i ,  fhe  retailer  a  middleman  as  well  as  the 
johbei 


QI'IZ  un.sTioxs 


r>8i 


17.3.  Why  (lid  the  iiianufacturer 


^row  suspicious  of 


tiM-  wliok'salcM-  and  jol.l.cr.^  \Vl,y  did  he  no  i,,  the  re- 
t;:ilerr  lias  the  function  of  the  niiddk'uian  disappeared 
uliere  the  johher  and  wliolesaler  have  heen  (h'sphieedr 
■'71.  W  iiy  is  the  eousunier  lookinn'  to  the  uiaiuifac- 
tiHvi-  nioi-e  aiKi  more  as  u  source  of  liis  goods  and  not 
t!ie  retaik-r? 

17.J.  Why  do  tlie  retail  houses  ohjeet  to  the  mail 
..rder  houses?  Do  they  ohjeet  to  other  lirnis  Mhich  sell 
'iirectly  to  tlie  consumer? 

17<).  When  the  manufacturers  tried  to  standardize 
tlie  price  of  goods  how  did  the  retail  dealers  take  advan- 
tage of  it? 

177.  How  has  the  manufacturer  attempted  to  deal 
with  j)rice  cutting? 

178.  What  are  the  reciuirements  m  dealing  with  the 
-iistomer  through  the  personal  appeal?  What  two 
")nditions  determine  the  effectiveness  with  which  the 
contract  method  can  be  enforced? 

170.  How  does  a  legal  monopoly  help  a  firm  to  hold 
!ip  i)rices?  How  docs  a  comi)any  keep  a  johher  from 
dealing  with  suh-johhers  who  re-sell  at  cut  prices? 

IHO.  How  is  price  cutting  met  hy  some  firms  which 
do  not  have  a  monojjoly  hut  have  advertised  widely? 

IHl.  IIow  docs  Richard  Hudnut  (hal  with  a  case  of 
price  cutting? 

IH'J.  Docs  the  .niddlcman  make  the  price? 

1«.'{.  Of  what  itnporlance  is  it  that  the  price  of  goods 
tends  to  c(|iial  the  cost  of  production? 

1H^.  What  cvd  clfccts  lollow  continued  policy  of 
substitution  by  u  retailer? 

IH,-).   What  is  gainc<l  by  selling  goods  bek)w  cost  when 

.1    'v....|i\  ,.,I    ...      "I I ••  > 


582 


AD\FJn'ISING 


186.  What  element  is  common  to  all  price  maint 
nance  methods  used  hy  mamifacturers^ 

187.  Sjiould  a  concern  he  firm  in  its  ('  inaiul  that  oi 
price  he  maintained  r     Should  it  \vith(h    w  its  ncKuls 
cnttin<.'  is  persisted  in;' 

188.  W'jiat  are  some  of  tiie  seiiemes  I'or  oettii 
around  the  ])riec  maintenance  agreements  lioTv  nui 
the  demonstrator  he  useful  in  educating-  the  dealer  I 
the  advantage  of  price  standards  S 

1H!>.  How  may  the  co-operation  of  the  dealer  he  ol 
tamed  xvhile  tiic  manufacturer  is  creating  a  consume 
demand  r 

0.  How  juay  free  samples  to  consumers  he  dis 
trihuted  so  as  to  help  tjic  local  dealer.' 

IIH.  When  the  sami)lc  method  proves  too  costly,  lio\ 
may  the  coupon  schenu'  he  suhstituted  for  it  S 

102.  ITow  is  the  dealer's  co-operation  gained  hv  us. 
of  his  name  in  the  manufacturer's  advertisement.^  * 

Ur.i.   I  low  does  the  dealer  profit  hy  this  methocH 

194.  What  is  the  advertising  gaiu  in  the  use  of  i 
guaranteed 

19.>.  Wiiat  is  the  attitude  of  manv  retailers  toward 
advertising  mailer  left  in  their  hands'for  distrihutiou;' 

CITAPTKH  X 

riJKvENTiox  Ol    ADvr.K-nsixc;  ^\  astk 

100.  Why  do  the  retaih  rs  look  with  suspicion  upon 
llie  attempts  of  the  adverlis.r  t.Mhstrihutc  his  literature, 
etc..  throiiMh  themS 

l'.-'<.  \\  h;ii  a»-e  (he  fiitidaiiieiit;ii  points  in  gaining  the 
good  will  of  the  dealei-:' 

1!>8.  How  d(,  certain  tirms  islw  dealers  ,i  te!!.|..(,r...,.v 
competing  advantage.' 


QUIZ  QIKSTIONS 


.^H.'i 


"6  mainte- 

(1  that  one 

s  noixls  if 

r    «vt tiller 

[low  may 

dealer  t(i 

ier  be  oh- 
cousuimr 

s   he   ilis- 

•stl)',  how 

(1  hy  use 
it.^  ' 
ho(W 
use  ot'  a 

>  toward 
butioii:' 


•n  u|)i)ti 
rratmc, 

[lino-  the 

II  III  >PM  l'\ 


199.  Wliat  are  the  arguments  for  the  "free  deal"? 

200.  How  is  the  proteeted  price  policy  carried  out  l)y 
irrtain  breakfast  food  concerns?  How  does  tlie  retail 
hade  look  at  it? 

201.  Is  ])riee  euttinnr  in  liarniony  with  the  trade  mark 
pohey  of  the  manufacturer-advertiser? 

202.  Wiiat  reasons  can  \r,u  give  for  advertising  out 
uf  season? 

20,'J.  What  problems  arise  in  eoniurtion  with  the  ad- 
\ertising  of  expensive  specialties?  How  did  Richard 
Hudnut  meet  this  (piestion? 

204.  ^Vhy  should  the  financial  i?iterest  of  tlu-  dealer 
never  be  lost  siglit  of? 

20.).  AVhy  sliould  the  conditions  surrounding  the 
dealer  be  investigated  before  his  co-operation  is  asked? 
How  may  a  firm  be  sliown  that  bigli-grade  advertising 
is  expensive? 

20G.  Is  it  advisai»le  to  cliarge  !..c  dealer  for  adver- 
tising matter?  How  does  the  l»atent  Paint  Company 
keep  track  of  tlie  advertising  leaflets,  enameled  signs, 
etc.,  which  are  sent  to  de  lers? 

207.  Give  some  ways  by  wiiicli  a  dealer  may  Ite  in- 
duced to  use  space  on  his  own  account. 

208.  How  (\h\  tlie  Palmolive  Soaj)  C'<;m|)an\  inte?-est 
tlie  local  dealers? 

2(M>.  Give  an  illustration  of  how  the  local  paper  may 
Ik'  brought  to  work  in  harmony  with  the  ad\erlising  in 
.1  national  medium. 

210.  Why  should  the  adxcrtlscr  not  lose  sight  of  the 
local  clerk  in  a  store? 

211.  How  does  the  commission  ])lan  work  in  connec- 
tion with  substitution?     What  must  be  the  loyieal  end 

(if     .ill     Hi.cc     i.cl./.».i,,^      4/x     4,>.....f      ll 1....1_.^      I..     ^    .II      ..    

i  ■  ••"      -  .v..  ...      .:.     ..^  ..     _,;...! 

L!0()ds.' 


;    I 


m 


584 


ADVKHTlsiN'r, 


212  TTow  may  tlie  dealer  be  made  enthusiastic  ove 
the  cstahli.slinient  of  a  brand? 

213  In         ,t  direction  does  the  manufacturer  thir.l 
that  the  dt      r  ought  to  be  educated  { 


CHAPTER  XI 


METHODS    AX„    .  rXCTIOXs    OF    THE    ADVEKTISIXU    MAX- 
AGEH    AX  I)    OF   THE    AGEXCV 

U'ft'-  T-^'"^  ;"■'  ^'"  '^"^'''^  "^  *''^'  ^'''v^'-tl^i"n.  rnanao-er? 
U  hat  IS  Ins  rehition  to  tlic  sales  ma.ia..vr' 

21.-,  II<nv  does  the  advcrtisino.  expenditure  compare 
with  other  coniniercial  expenditm-es  ( 

21  (I  W'hen  Mas  the  first  Anu-rican  advertising  agcnev 
estabhshed.^  When  was  the  Morse  internaUonai 
Agency  established^ 

217.  What  percentage  of  the  money  spent  on  general 
I'xbhcity  goes  thn.ngh  the  advertising  agencies? 

21H.  Describe  the  workings  of  an  advertising  ageucv. 

-1-).  How  has  the  solicitor  aided  in  the  .ievclopnu-nt 
ol  advertising  business^ 

220.  Fn.ni  whom  does  the  agent  receive  his  rcnun- 
eration.^  On  what  basis  is  be  paid.^  Does  th<.  a-vnt 
rcpi-cscrit  the  newspaper  ,„•  |h,,  advertiser? 

221.  What  <|nali(icationssbouhl  an  agent  possess? 

222.  In  uhat  lespcct  does  an  agency  become  a  com- 
ini  Tcial  adviser? 

'J-j:i.   IFow  docs  tlie  special  rcin-cscitative  dilfcr  from 
-■^^■neral  agents     By  whom  isb,    pa;<lr      [[on   .iocs 
the  s])ccial  representative  work? 


QUIZ  QUESTIONS 


585 


\^ 


CHAPTER  XII 

A    TYPICAL    ADVERTISING    CAMPAIGX 

224.  In  what  form  is  an  advertising  campaign  sent 
to  tJie  advertiser.^     In  gaining  the  manuracturer's  in- 
terest what  points  are  empliasized  firsts     What  adver- 
tising features  are  suggested^     What  uni<iue  feature  is 
suggested^     AN'liat    plans    are   suggested    for    handhng 
the  local  dealer.'     What  class  of  articles  is  to  he  treated 
"f  in   the  hooklets?     What   part  is  the  advertising  to 
l)lay  HI  the  campaign^     What  is  to  he  function  of  the 
"Argent"^     What  part  is  the  street  car  service  to  play 
in  the  campaign^     Why  is   Xew   V-M-k  considere.l  the 
sales  center  of  the  country^     Why  is  it   important  to 
have  a  sales  room  here  {     I  low  does  the  advertising  plan 
attempt  to  gain  the  co-operation  of  tlie  salesman  in  the 
campaign^     What  instructiotis  are  the  salesmen  to  re- 
ceive i     How  can  the  salesman  he  made  a  great  advocate 
of  advertising  everywhere.'' 

PART   II 
rORRKSPOXDEXCE 


CHAl'TKH     I 

THE  AKI-  AM)  I  rs  l'K(»HI.F.MS 

1.  NN'hat    was   llic  ancient    status  nf  husincss   ccrre- 
spondcnee:' 

2.  What  was  the  chief  fault  n[  the  old  methods  of  i„- 
struetK-n  III  writing  husincss  letters.' 


arise  ^ 


•  iuiii  \Miar  cause  iIkI  the  imuA 


provemcnt  in  methods 


58fi 


CORRKSPONDEXCE 


■i.   What  is  the  n.a.n  purin.se  in  husiness  correspond- 

kinds  of  Kn^Iish  c()ni|)()sition.' 

•>.  AMiat  is  a  test  of  a  o-o.hI  hnsincss  h-ttc-  Fcr 
Hhat  rc-ason  do  ,i,any  Ic-tters  fail  t„  meet  this  test' 

0.  AVhat  are  the  two  processes  nsuallv  neeessarv  in 
^vntn,^.  a  suecessful  husiness  letter^  Distinonish' be- 
t ween  then.     ^Vhieh  is  the  nu.re  in^portant  and  whv'^ 

'■  \\  hat  are  the  disadvantages  of  the  eorresp(,ndent 
J.^.pa:.d  w,th  the  salesnuu.r     What  are   his  advan- 

H.   Why  shonl.l  a  n.an  n.,t  "talk"'  in  a  husiness  letter? 
In  what  respects  should  a  o-ood  husiness  letter  resemble 

.!oILlitw"'  '''*^"'"'^*''  ^"''  '^''  1^""^^  "^  P-- 

J>-  ^Vhat  is  the  difference  between  writing  for  ex- 
j'l-ession  and  writing-  for  impression? 

JO.  In  literary  composition  who  makes  the  adiust- 
"u-nt  between  writer  and  reader  that  is  necessary  if  the 
message  is  to  be  conveyed  ? 

1'.  In  business  correspondence  wiio  makes  the  a<l- 
Jiistment? 

l^.  State  briefly  the  n.ethods  necessary  in  learning  to 
^w•lte  good  busmess  letters. 


Tin.  MVF.  C's  or  IUsINKss  COKHKSP()XF)F.Xc-K 

1^.  What  arc  the  five  C's  of  business  correspondence? 

I*.  ^^  liat  is  meant  bv  eh'arness? 

l.>.  What  is  obscurity^     How  may  it  be  avoided  ? 

]:-  ;M"I  '^  ^•'^^"^"^^'^^     n-v  n.ay  this  be  remedied? 

-•  -.wiuT  i>  uMiiMguityr     VVJial   is  its  remedy? 


Qriz  QrKSTioxs  gg^ 

18.  Wliat    positive    things    are    necessary    to    secure 
clearness.'' 

VI   \Vhy  is  correctness  necessary  in  a  hnsiness  letter^ 
-0.    \\  hat  is  correctness?     Discuss  the  nature  of  us- 

age. 

•-^1.  Why  sliould  a  business  letter  be  concise? 

22.  How  (Joes  conciseness  differ  from  brevity? 

23.  What  are  t.ie  merits  of  the  example  gix-en? 

2-t    AVhy  ,,s  pohteness  necessary  in  a  letter?     When 

and  how  ,s  ,t  most  frecp.ently  neglecte.l?    Why  is  it  not 

MdUo  say  "Thanking  you  in  a.lvance  I'or  tl^.  favor'V 

Jo.   ll(;w  does  courtesy  diJlVr  from  polite.iess^ 

20    Wliat  is  meant  by  tlie  "you"  attitude?    What  is 

us  value? 

27.  What  is  meant  by  cliaracter  in  a  business  letter^ 
28    ilow  do  some  writers  mistakenly  attempt  to  se- 
cure it?  ^ 

29.  Why  should  stereotyped  expressions  be  avoided^ 

ilow  can  a  writer  secure  character? 

'i(h  AVhat  is  the  value  of  securing  character' 

ai.   Analyze  the  letters  of  Lincoln  and  .K.hnson  to 

discover  the  things  that  give  them  character 


CIIAl'TKH     in 

Tui;  ntiNc  ii'i.Ks  or  i oxsrurc  tio\ 

:i'2.   What  are  tl„.  I.asic  principhs  of  construction  In 

,.       ,,,   ,  J     nocncL.      W  luit  is  lueu   relation  to  the 

II \e  C   sf 

^i'i.   What  <iors  llu.  principle  of  unity  demand  of  tl.. 
»>iioie  letter  f 


;u.  [I 


OW 


may  a  letter  be  testcl  for  unity? 


588 


^OJ{jj|;sj'o.M)j;^^.j, 


I" 

If 

!; 


teren(P  ^''^oi.ud.     Il.m-  sliculd  the  let- 


<^HAI>TKH     IV 


■'■'fj:  i\\i{.v(;i{Ai'if 


■i. '^.1      M-      :  l';;'-^'«'-:''''' ■-•'-■■'«•.■"'  Tr„„. 


.    f«-    ''■"I.-.-    nl,„t    ri,v,„„.:t„„,,,    .|,„„„I    .,,       ,,.      . 
•■■"We-«.„te„ee  panwa,,l,  I,,  „v„id„l.' ' 


-in,     i;;urr     tiY 


\ 


Qi:iz  qiEHTlOSS 


()  the  g'en- 

ii-c  uiiih'. 
wnand  in 

ice  ? 

I'  be  con- 
ed letter 
and  of  a 

ficre  ac- 
^     Hon- 

-'  intro- 
tlie  let- 

l)e  de- 

nethod 


589 


49.  Why  should  the  short  paragraph  be  avoided  in 
aiLswering  complaints  r 

JO.   Under  what  conditions  may  clauses  in  a  sentence 
be  separately  paragraphed^  "itence 

parag,5;:  '"^^  '''  ''^''^'^^^  ^'  -'*>■  '4>ply  t<,  the 

.52.  Jlow  may  a  letter  be  planned  in  advance  to  se- 
cure unified  paragraphs^ 

u'  Ar."V"''V'''  '"''^'  "^'  P^"-^'^'-^n^lis  be  tested? 
oi.   \\  hat  are  lorni  paragraphs  and  how  niav  they  be 
constructed  to  be  most  useful.''  *       ^ 

grf,y^'^''"  "  '^''  ''"'''''''  ""^^^  "^^^■"'   ■"  ^^  P^^'-a- 

.56.  What  is  meant  by  the  descriptive  order  and  when 
ina\    It  he  used? 

.57.  AVhat  is  the  deductive  order?    What  are  its  chief 
advajitages  and  disadvantages? 

.58.  What  is  the  inductive  order?    What  are  its  ad- 
vantages and  disadvantages? 
^^^.^O.^IIow  may  ideas   be  arranged  in   the  climactic 

(iO    What  is  meant  by  the  maintenance  of  a  sin^e 
point  of  view  m  a  paragraph?    Whv  is  it  useful^ 

<•!.   How  may  emphasis  be  secured  in  the  paragraph? 


IFow 

iseful 


CHAPTKH     V 

TIIK  SEXTEXCE 

62.    riow  may  good  sentences  be  produced  in  busi- 
ness C()rresj)ondence? 

6.'J.   What  is  the  relation  of  th^  im,..-...; t..      j 

'•>•  mdividuai  sentences  to  the  impression  prndu^rbv 
the  whole  letter?  • 


590 


('OKKi:sj>0.\i)].;v(<j,; 


-It- 


abk  mT^"'  ''  ^'''  "'^^^'">'""  1-n^th  of  sentence,  allow- 
able in  husiness  correspondence' 

^.  Why  should  iVa«n.entary  sentences  he  avoided? 

sJL2      [^  ''T\     •■  !''^    ''"'"^^^  ^''^'t  Jac-k   huilt" 
sentence .      U  hy  shoiikl  it  he  avoided' 

(i7.  How  does  the  incorrect  ^voupnv^  of  id.as  violate 
the  imncple  of  unity  in  a  sentence' 

;;«.  What  is  the  connna  faults  ,Vhat  is  its  ren.edv^ 
sentences;      ""  ''"^  """"""  ""^^^  ^^  --'— e  in 

70.  Jjnmt  is  the  ruie  .,f  onler  in  the  sentence? 

iatit>hl;:;:er " '""""^^^^'^^  ^'^^"^^^ 

72    What  is  the  parallel  con,^      :ction  and  how  is  it 
useful  ,n  secunno.  coherent  sentences^ 
^^^7jJ.  ;^Vhat  is  the  halanced  sentence?    Where  is  it  val- 

74.  What  is  a  nilsrelated  pronoun^ 
7.)    What  is  the  rule  for  the  use  of  participles'    Whv 
should  the  ahsolute  participle  he  avoided'  ' 

he'L-!:dV"^^''^^''^^^'---''^^ 

77.  Why  is  brevity  valuable  in  securing,  sentence  em- 
phasis?    IFowisit  ohtained' 

cnSa">"  ^^"  "''^"'"'^  ^'"'  ^"^^^^"-  -'^  ^^>  — 
70.  Why  shouhl  parenthetical  expressions  and  con- 

tence.     A\hy  should  neoatne  ideas  he  avoided  there ^ 
What  words  should  he  placed  there? 

80.  What  is  a  periodic  sentence?     UHmt  is  its  value 
in  secunncr  emphasis? 

^81.  What    is   climax^     What    is   the   most   effective 
*•■•' -'  '"  "lilt-,  HI  a  ciimax  ' 


QUIZ  QUESTIOVS 
CIlAPTEIt     VI 

«2.  \VI,at  is  tl,e  baM.  .,r  g„„,l  ,i    ;,•„„,    j,,„^.  . 

«.'i.  What  ^^eneral  nieth.uls  arc  hdpful  i,  .securin..-  . 
n«ht  choice  of  words ^    Wh-if  i.  n.  '    ■•><-ujiin^  a 

'"  "-kin«.  the  du'lcVr  ""  '■'"■''"^•--  "'  '■"-'"" 

S4.  Wliat  is  meant  I)v  mioil  nsr'  H'l.-.t  i  ■  i  ,. 
« onls  arc  n„t  in  «,.,„|  „.,,; !  '  ""  '"'"'''  "' 

8.3.  Wl^.  .sl,o„l,l  sla„«  and  vul^^arisn,,,  be  av„i,Ie,l? 

87    wV"""'':-'""     "■"  "■""'■'  "'^^■"  "''.ieoti..nable? 
nv.   Wlmt  are  idionis? 

88.  Whav  i.  „,        ,„,  „f  ,.  „j,|,.^..,_^.  ,^  ^,.^^.^_^^ 
•'ia\   It  be  secured^ 

se'lrer^''  ^^  ''"  "'"  "'  ''^^*"^^^-     "«-  --3'  it  be 
^^^no.  When  should  conerete  and  figurative  language  he 
in.  When  k  lingo  permi.ssihle? 

V^l^r^r'7"^'    '"'T"    '^'"^    ^"''^    colloquialisn.s. 
\\  hen  are  they  permissible? 


CHAPTER    VII 

MECHAXICAI.  MAKE-UP  OF  THE  LETTER 

0.3.   What  is  the  most  important  <,ualitv  t<,  be  sotight 
iM  tlie  mechanical  forms  of  a  letter.'         * 


04.    Whiit  slumh!  U 

stationery  used? 


IIIC     Ol/yC, 


ouiur,  an(i  te.vture  of  the 


592 


CORUESPONDKNC'i: 


05.  Wluit  are  tlic  chief  re(iiiircnicnts  of  a  f^ool  letl 
lu-ad:"  Why  is  advertising-  in  a  letter-head  ohjecti 
able^ 

!)().   \\'hat  e()h)r  of  ink  slioiihl  he  used;" 

!)7.  \Vhere  shoiihl  the  wi'itteii  heachn^'  of  a  letter 
placed:'  What  should  it  include.'  What  is  the  con 
order  J" 

t)8.  Where  should  the  inside  address  he  ])lae 
Wh.it  should  it  included     What  titles  should  he  usi 

99.  What  are  the  correct  forms  of  the  salutation 

100.  What  is  the  correct  arrani^enient  of  the  body 
the  letter^ 

101.  What  are  the  correct  forms  of  the  complim 
tary  close? 

102.  What  are  the  requirements  of  the  signature? 

103.  For  M'hat  j)in'pose  should  a  postscript  he  us( 
How  should  a  letter  he  folded  and  placed  in  the  en\ 
ope? 

104.  "What  are  the  reciuirements  of  the  envelope' 


CIIAPTKIl     VITT 


ROUTINE   LETTEPS 


III 


105.  What  qualities  are  most  important  in  routi 
letters?    How  should  an  incpiiry  he  written?    Write 
iiuiuiry. 

10(5.  "What  are  the  six  recpiirements  in  an  order  I 


ifoods 


:? 


107.  W'rite  a  correct  order  of  goods. 

108.  In  what  form  should  money  be  enclosed  in 
letter? 


ijfool  letter- 
l  ()l)jec'ti<)n- 


a  letter  l)e 
tl»e  correct 

lie    placed? 
1(1  be  used? 
Ill  tat  ion:' 
the  body  of 

^ompliinen- 

lature? 

[)t  be  used? 

I  the  envel- 

nvelope  ? 


QUIZ  QUESTIONS 


593 


I 


111  routine 
Write  an 

1  order  for 


closed  in  a 


109.  What  is  a  hurry-up  letter?     AVhat  should  it  i.i- 
au<le  aK     m  what  onler?    What  is  the  best  tone  to  use? 

110.  \\'r!te  a  hurry-up  letter. 


CllAJ'TKU    IX 

COLLECTIOX    LETTERS 

HI.  What  are  the  two  objects  of  collection  letters? 
WJiat  factors  determine  their  relative  importance? 

112.  What  are  the  general  methods  of  the  manufac- 
turing wholesaler  in  collecting  money? 

li;j.  Why  is  the  object  of  retaining  friendship  more 
important  in  determining  the  methods  of  the  retailer? 
What  are  the  main  types  of  collection  letters  used  in  all 
classes  of  collection? 

114.  E':^])lain  the  importance  of  regularitv  and  sys- 
tem in  collections. 

11.3.  AVhat  are  the  main  requirements  of  rhe  formal 
notification?  Why  should  not  the  personal  element  or 
element  of  character  enter  it? 

no.  "Wliat  is  the  nature  of  personal  appeal?  To 
what  instincts  should  it  be  directed? 

117.  What  is  the  disadvantage  of  the  appeal  to  sym- 
patliy?    How  may  it  be  properly  used? 

118.  What  is  the  nature  of  appeal  to  the  sense  of 
justice?    What  imi)lication  must  be  avoided  in  it? 

110.  What  is  the  nature  of  the  api)eal  to  self-interest? 
T20.  TTow   may   inducements   be   offered    to   secure 
payment? 

121.  When  may  an  appeal  to  the  sense  o^  humor  be 
used? 

rv— f?8 


594 


COJiKKsroNDKNCK 


1:^2.  Wh.f  kinds  of  threats  are  use!  and  hem-? 
l:-.i.  C.nipare   the   three   types  of   threats  i-iv 
Illustrations. 


given  as 


AI'PI.KAIIONS  AM)  lilA  O.M  MKMj.vrioxs 

l:^^.   What  attit.Hle  shonhl  the  writer  take  in  a,.„lv- 
"!<••  lor  a  position r  '  '   ' 

K'.3    U.nv  ,„,,y  the  n«.,ls  of  tl,o  en vc,-  I,.  an„lv.e,l 

'iiKl  met  hy  the  a|)plieant^ 

1^1  lion-  shouhl  a  hiind  advertisement  he  ansv.ered' 
SM-ered  '  ''  '""'^'''^'  ^'^^-^''-ti-^^-'^^'nt  he  an- 

128  Analyze  the  speeimens  ^riven  to  diseover  tlie  rea- 
sons for  their  siieeess. 

1L>0    Hon-  does  the  appheation  for  a  position  to  wlnVh 
e  writer  has  heen  reeommended  differ  from  the  kimis 
.  I  -dy  diseiis.  .1^     What  parts  of  a  man's  .nalifiea- 
*'«"is  sho.ih!  he  emphasized  h.  sneh  a  h-tter? 

1-iO.   What  material  shouhl  the  letter  of  reeommen.hi- 
lion   inehide:' 

l*n.    IIou-   sh..i,hl   reeommendallons   he   used    hv   the 
.■tppheant:'  •        ^ 

';f  •   ^''';\^:,^'-'.'''I  '•'  A^'-neral  letter  of  applieatlon  1 
fn  the  luibolicitcd  appheation? 


)e 
I)()siti()n 


AXSWr.HS  K)  (  i)Ml'i  AINTS 

m.    What  is  the  main  porp.-se  in  answe.In.r  , 
nhiint  ^ 


I  r(^n^- 


fiven  as 


apply- 

laiyzed 

v.ered  ? 
be  an- 


I 

4 


131.  Til  writii 


QUIZ  QUESTIONS 
iplaint  wh 


OUO 


1^^  a  complaiiu  wiuu  (|iiaiitv  is  espcciallv 
1"  '|C'  souohtr  How  siu.uld  the  complain't  he  urittei^ 
V\  i-ite  one. 

I.T).   n,,u   may  onhnary  foiiiplaii.l.  he  answered^ 
VM.    I>„int    out    the    faults    in    the    example    oiven 
U  n(e  a  suhstitiite. 

137.  How  shouhl  eo.nplaiiits  ..I'  poor  nunlhy  he  an- 
swered^    AVrite  siieh  a  letter. 

138.  How  should  unjust    complaints    he    answered' 
\\  nte  sueh  a  letter. 

13!>    How  should  a  letter  in  answer  to  an  fnadefiuate 
order  he  written:'    Write  one. 


he  rea- 

'  wliich 
'  kinds 
difica- 

lenda- 

>y  the 

on  he 
isition 


com- 


CIIAPTKl?     xir 

SAI.KS  I.I'riKKS 


140.    How  does  the  writin-  of  a    .ales  letter  diiTer 
n.m  the  writinu  of  an  advertisement  1 
in.   What  are  the  four  ehief  f;.n<-tions  of  a  sales  ap- 


peal f 


I  I1-.    How  does  the  typical  sales  letter  perforin  these 

I       I  unctions  f 

I  ^3.   What  are  the  re(|uirements  <.f  ;,  m,„„|  heLnnnm-r 
"1  the  sales  letter:'  '^ 

I  U.    How  max  the  talkino-poinf s  he  found  and  used? 
n.m    should  the  pru,    talknio-poinl   he  usr<|' 

U."'.    AVhat  are  the  rc.piiremMi.'s  of  .-,  ooo.l  presenfa- 
'k'II  of  the  talkiiiu-points' 

1  ^':.    Wh,-,|   is  the  vJu.'  of  facts  and  lio„,vs  in  secur- 
m^^  <-<.n\  ictioii  r     F  low  may  they  he  pr.'sented  ' 

I  1'7.    What    kinds   of   testitnoi.v  nrr   ..-r.;!    •;:;=!   j;..,=. 
may  thev  he  used:' 


'1^ 


f>l 


M'f 


148.   IIou   -liay  tests  l)c  used  t 


'>  seciu-e  conviction? 


'!■•    ^^lla    rs  the  psychological  coinnunul?     What  i^ 
'In  vahje  in  the  Hose  of  a  htter' 

I.>0.   llmv  n.ay  the  eh.nces  of  scrn.ino.  an  onler  he 
.nm.ase,lhy  eeonoM,i/in.  the  reader's  exertion  r 
^J-^.   U  hat  mducements  are  vah,ahle  in  securing  the 

CIIAPTKI{     XI H 

TTIi:    AI-I'KAI.    TO    1)11  IKKKXT    CLASSES 

l->2    Wiwit  must  the  writer  know  a!.ouf  his  readers  in 
'--  to  adjust  the  message  to  their  particular  n:"i: 

..3       lowdoesalettertoalarinerditrerininaterial 
'  "iif  I"  .'I  llliMllCSS  iiiaii.' 

I.H.    I  !.,„    ,;„..,    ,1k    la„j.„aKc  ,lirtV,-   IVo,„    (i,,   |„„. 
K"a„v  ,,..,!  ,na.l,l,...M,,.  a  i,,,M,,„s  ,,.,,, f     WiK,        t 

I....    II.,u    ,„   |,„,.s    ,„    |„„,Vvs„.„al    „„.„   dillV,-   i„ 

'■'7:;;'' '';;■";• <• '- i-si,„.«  „,. .,.,,an„..,s 

I- m,«,.,,,,,,,a,,,si,,,,.,.,,,,,,|,,,^,,  ,,,,,,. .^^,,^,,     ''"'" 

'■'■■    '""■'""■' -PiHsi-tl,,- sl,a,„shi|,  <.,,„,,.,„vs  l,.f- 
!'-P.n..,-r     n,Mv..a„,h..,,.,„.,.|„.a,.i„s,,,    ,.    ,,      . 

.,',;;,„        ■"■" '"'^  •"""'"'-■'«  I-ints  a,„„.aM„ 

•''.'"""■■""'■"-""-'I' l"-li„„  |V„,„  iIk.  I,.|l.,.  ,  , 


>tev . 


linn? 
Vhiit  is 

•(Icr  he 

iiff  the 


P 


Icrs  in 
icc'dsif 
itcrial 

■  l;in- 
l  sort 
tilers  f 
(-■r   in 

piil)- 

s  let- 
pa  !•- 

al  to 

iat)i- 
.'r  to 


QUIZ  qi:j:sti()\s  rm 

CIIAPTKll     XIV 

rOLLO\V-ri'    l.KTTl'.RS 

lOO.  What  is  the  {)iirpose  of  tlie  majority  of  follow- 
up  lettirs  and  how  do  they  perform  it:* 

Itil.  How  are  the  functions  of  a  sales  appeal  divided 
ill  the  letters  of  a   follow -u|>  series :' 

Hll*.  How  may  the  letters  in  a  follow-np  series  he 
■"tied  uj/'  with  one  another^ 

li;.*}.  How  should  the  heo-iiHiino-  of  the  follow-np  let- 
tei-  he  written:' 

1<>4.  How  do  the  tone  and  eonstruetion  of  the  follow- 
iij)  letter  ditKer  from  that  of  the  original  sales  letter^ 

K!.-).   How  should  the  endino-  of  the  follow-up  he  writ- 


ten^ 


Kit;.  AVlKit  should  he  the  work  of  the  final  follow-up; 

C'H.V1»TKR     XV 

F.Vcr.osruF.s  and  afaimnc;  (  ahiv" 


I)S 


ow 


1»»T.    l-'or  what   pur|)oses  are  enclosures  used?     H 
do  they  differ  from  letters  f 

KiK.   What  are  the  main  requirements  of  the  refer- 
<  luf  eataloy:' 

K.!>.    What   is  the  purpose  of  the  .h'serlptive  hooklct 
and   how   slio!ild   it    lie  eonstrueled  ' 

170.    How  should  e\  id,;uc  (uelosnres  he  constructed 

and   used' 

ITl.    \Vliat  are  the  re.juircments  of  the  order  l)Iank^ 
17'J.   What  advantan-cs  have  mailinnr  cjirds  an(J  fold- 
ers i-.viv  letter's?     How   shouiri     ii,y   i>e  construeli'd  so 
••IS  to  make  the  hest  use  of  these  advanta^rcs^ 


ih 


o98 


COHUKSl'OXDKxci. 


.r:i.  n,nv  ,„ay  U,,c.,.s  „„d  r..!,,,,,  |„  „,.^.„ 
Pl>'}  ■     W  hat  arc  ll,c  lc,ju„a„f„ts  u(  a  o„„,l  ,7t,e? 


I53J  ■  •  '  lil 


CIIAPTKU     XVI 

l'OLL(n\-Li'  SVSTKMS 


,11       1  ■"  'l-^- ll.c  I ninnf,,,-,,/!!  affect  it; 

"/  ..    "   .at  ,|„c.st„„is  al,„„t  the  art!-  I,  itself  ,n„st  h,. 
^msvvccl  hclorc  |,h,„„i„„  the  svste,,,' 

•"••'liitt  airc'ct  the  .s\>,tciji  :^ 

IHO.  \V|,e„  are  „,allh,«  ear.!,  an.l   f„I,Ier,,  pennis- 
Class  postao-c  luccssarvr 

P'^tMs^     U|,,t  seasons  an.l  days  oft!,,  month  .,n,l 
\\rck  shoiiM  lie  avoided? 

i«:^.   ri.n  a  ean.palu,,  h.  a<vordanee  m  ill,  Hu-se  pri,,- 

'  :,^"''V''''''''"'' '*"''''•'''-''■ ''-'vi'-l  campaigns 
nil  jitioned.  '     'r^"^ 

'H•^    Hou     ean    the    results    of    Individual    letters    he 

IHJ.    H..V   <.n.   ihe  ielters   in   a    .iven   ean.pal^n   he 
'"-'led  and  eonifjand!' 

18;j.    11, ,u  ean  Ih.'  result     ,.l"  t,..i..  J j  .      • 


QUIZ  grKSTIONS 


599 


i 


CHAPTER     XVII 


r.,j? 


ARGUMENTATIVE  LETTERS 

18r>,   How  dors  an  arirumcntative  letter  differ  from 

the  ordinary  .sales-letter^ 

1H7.   How  ean  an  objeetion  lie  niinimi/ed  I" 

188.   How  ean  it  he  met  ^    How  should  the  ar<rument 

lie  haeked  iip^ 

180,  Write  an  ansM'er  to  an  objeetion,  or  an  argu- 
mentative letter. 


CHAPTER     XVIII 


OI  riCIAE  LETTERS 

1 

190.  AVhat  are  otheial  letters  r  On  what  kind  of  sta- 
tionery are  they  usually  written!' 

191.  What  are  formal  ofHeial  letters?  How  does 
this  meehanieal  forui  ditl'er  from  that  of  ordinary  busi- 
ness letters  :* 

1!>2.  How  should  the  titles  Reverend.  Sir,  and  Hon- 
orable he  used?  AVhat  titles  are  used  in  addressing  the 
important  federal  otliei  rs  f 

I9.'{.   AVrite  a  formal  ofJirial  letter. 

191..  In  what  respects  do  infoimal  ofFieial  letters  dif- 
fer from  the  foiiiial ' 

19.J.  Writi'  an  informal  oflleial  letter. 


I 


A 


INDEX 


Advertisement, 
Character  of  goodii,  97-100. 
Cost,  98. 

Danger  "of  a  page  a  day,"  102. 
Determination  of  space,  98. 
Di^tril)ntion       of      appropriation, 

101-102. 
lAI)cnse  and  size,  99. 
I.iirge   advertisements,   99. 
"Layout,"  planning  the,    10^-103. 
Market,  99. 

Publications,  choice  of,  100. 
lihythni  in,  103. 
Selling    points    to   be   emjjhasized, 

9«-98,    103. 
Type,  103. 

W.inain  iker  style,  96-99. 
"Advertiser's  handbook,"  100-101. 
.\dvcrtising,  evolution  of,  1-.'. 
Advertising  manager. 
Advertising  c.impaign,  232. 
Duties  of,  -'.58-259. 
Importance  of,  255-256. 
Of   manufacturer's    selling  organ- 
ization, .'U8-3t9. 
Itelations    with    the    agencv,    252- 

253. 
lieiation   to  salespeople,  251. 
lielations  with  salesmen,  252. 
\il\ertising  mediums. 
Character    of     goods     determines, 

118-120. 
Collier's     Weekly,    exi)ericnce    of, 

li7-152. 
Contracts  and  tertns,  UO-UI. 
Co-iiprrative   |irintiiig,    153-1.56. 
Density  of  circulation,  113. 
"'i>ti  liiuiiipii  of,   i42-i4-;i. 


Family  jiaper,  144. 
Free  advertising.  139. 
Home   jirints,   1,*2. 
Magazines,  117-120,  143-141. 
Monthlies  and  Weeklies,  U4. 
Newspaper.-,,   152  et  seq. 
Rates,  161-16.3. 
Trade  journal,  127. 
Advertising  specialties,  188. 
Advertising  technique,  84-93. 
Advertising  tricks,  56-57. 
Ambiguity  in  writing,  291. 
Ajiplication,  letters  of. 
Analysis  and  adaptation,  422-424. 
Hlind  advertisements,  425-426. 
Comiilete  advertisements.  427. 
I'or  recommended  {)ositions,  4.3.3. 
Successful  applications,  431. 
I'nsolicitcd  applications,  438. 
Argumentative  letters, 
I''.xamples,  555. 
Meeting  the  objections,  553. 
.Minimizing  the  objection.  5.>3. 
Problems,  .solving  particular,  553. 
Art  in  advertising,  89-91. 
Attention,  holding  the.  38. 

B 

Ben    Day    Process,   82n. 
Bill  boards,  178-182. 
Blotters,    i<16. 

Booklets     u.l    folders,   201. 
Business  correspondence. 

("■roulh  of  the  art  of,  276. 

A.dju'.tiiiint  in,  281. 

Conviction      and      persuasion      in, 
279-280. 

In  former  times,  275. 

Letters  and  talk,  281-282. 


(>()] 


602 


IXDEX 


m 


business      com-nondencp— (r,>„/,„. 
ued) 

.Methods   of   instruction,  old,  276 

Purpose  of,  277. 

Simplicity  and  exactness  in,  291 
Business  letters, 

Farmers,  to,  181-lHl,  185. 

How  to  learn  to  write,  287. 

Professional     men,     to,     489-490 
493. 

Test   of,  278. 

Titles  in,  562. 

Women,  to,  496.  497. 
Business  stationery,  383. 


Calendars,  193-196. 

Character    in    business    correspond- 
ence. 
How  secured,  302. 
Illustrated,  304. 

Stereotyped     expressions,     avoid- 
ance of,  303. 
Clearness,  289. 
Coherence,  313. 
Order,  314. 
Connection,  315. 
Kxcmi)liricd,  317. 
Collection  letters. 
Formal,   406. 
Humor  in,  406. 
Inducements  in,  412. 
■'"stice,    appealing    'to    the    sense 

of,  409-410. 
-Manufacture,  methods  of.  402 
Oiiject  of,  401. 
Personal  appeal  in,  408. 
Kctaiier.  methods  of,   l.03-t04. 
Sclf-i„ierest,   appeals   to.    HI. 
Sympathy,  aii[)eals  to,  408. 
System    in,    405. 
Threats,  415-110. 
Collier's   Weekly.    144-148. 
Colhxpiialisii,.  ;}HI. 
Coinplainfs,  atiswcrinir. 
iViioiit  >ro()(Is,   449-150. 


Hxamples,  497. 
How  to  make,  444. 
Necessity  of,  444. 
Ordinary  complaints,  446. 
t'njust  complaints,  451. 
Conciseness,  294-296. 
Consumers, 
Creating  demand  by,  224. 
I5efinition,  227. 
Mail  order  houses,  204. 
Manufacturer,  204. 
Co-operation  in  general. 

How  some  dealers  used,  245-246 
Co-operative  printing,  153-158. 
Correctness,  292. 
Dependent  on  usage,  294. 
The  most  important  question,  38 
Coupon  n.ethod  of  creating  den.an, 
225-226. 

Courtesy  in  business  correspondenc, 

296-297,  298. 
Cuts,  how  inserted,  108-10.9. 


D 


Deland,  Lorin  F.,  27-30. 
Demonstration  as  inducement  to  buy 
247-248.  •' 

Di(  tidii. 

Kxactness  in,  379, 

Good  thinking  the  basis  „f.  'm,3 

Simi)Iicity  in,  378. 

i)istribution   to   retailers.   diffie„lti„ 
m. 

Advertising  advice  for.  217. 
Kliminalion  of  jobber,  201 
"Free  deal."  the,  233. 
C'uarantcp,  use  of,  227-228. 
Indueiiiir     dealer     tr>     ,. 
-'37->!9  •■"'-"I'erale, 

Opposition   to   mail   order  houses 

-'07-208. 
Place  in  distribution.  219-250. 
Price  cutting,  208-20'). 

-  r::T   Ittnkiiifi.  2|7-^I8. 

Publicity  method,  208. 


INDEX 


608 


i,   U6. 
151. 


,  224. 

)4. 

I, 

fd,  215-216. 

53-158. 

29-t. 

luestion,  SH.'i. 
■ing  demand, 

respondence, 
09. 


^ 

t 


lent  to  huj, 

!  of.  :im. 

difficiiltir^ 

-'17. 
'01. 

'H, 
o-operaf.-, 

J-^50. 


Distribution   to   retailers,   diflBciiitics 
in — {continued) 
Quality  of  goods,  importanre  of, 

218. 
Substitution,  practice  of,  208. 
Oobbs,  Samuel  C.,  178-179. 

E 

Klectric  advertising,   lHl-187. 
Electrotypes,   79-81. 
Kmphusis,  318,  ;}21. 

Beginning  of  letters,  319. 

I'.nding  of  letters,  320. 

Paragraphs,  310. 

Proportion,  321. 

Sentences,  350. 
]''.nclosures, 

Classification  of,  519-520. 

Descriptive  booklets,  521-525. 

Display  in,  5,'}0-531. 

Kvidence,  52()-527. 

•Mailing  cards  and  folders,  529. 

Order    blanks    and    nii.scellaiieous, 

Heference   catalogs    and    booklets, 
521-523. 
Kxpen.se,  size  of  advertisement  and, 

99. 
Eye  in  advertising,  41-49. 

P 

"Financial  advertising,"  122-1G7. 
I'()ll()w-up   letters. 

Beginning,  500. 

Body  of,  509. 

I-ast-call  letters,  515-519. 

Linking  of,  505. 

Material,  division  of,  503. 

Piirpo.se  and   plan  of.  ,502. 

Two  good  foUow-up.s,  513.  514. 
i'ollow-up  systems, 

C  ireful    planning  in.  532. 

I'liccking   rcsult.s,   .system   in.   51,-,- 
54«. 

Costs,  itemized,  547-519. 

'iidividiiai  mailing  ])ieces,  540. 


Profit  margin  of,  534. 

Proposition,  nature  of,  534,  536. 

Prosi)ect.s,  classes  of,  537. 

Purpose  of,  5,^3. 

Test     in      follow-up     campaigns, 
550-551. 

Time  element.  511-542. 

Types  of,  538-510. 

Tyi)ical,   513-511. 
Free  advertising,   137. 
Free  sarn|)l("s,  224. 
French,  (leprge,  88-89, 


General    mediums,   analysis   of,    141- 

143. 
Gillam.  .M.  M.,  95-98,  101-102. 
"Golden  oblong."  38. 
Grief,  Hurry,  200-201. 

H 

Half-tone,  74-78. 

Haiid-I)ills  and  samples.  188-190. 

Holnian,   Frank  H.,  2iO. 

House  organs.  200-201. 

Huey,    lulmund    Hurke,    43,   44,   45, 

48n. 
Hunter,  George  L.,  82-84. 
Hurry-up  letters,  397. 


Imagination,  appeal  to  the,  24-32. 
Visual   images,  30. 


Keith,  Gordon  C,  127. 


I.ayntit.   102-112. 

Letter,  mechanical  makeu|i  of. 

Body  of,  388. 

Color  of  ink,  385. 

vciii|iiMii<iiiary  close,  3MM. 

Fnvelope.  .390. 

Generiii  suggestions  for,  .389. 


F^ff*i 


604 


INDEX 


J'ltcr,      mechanical      inukenp     of— 
(roHliiii(eJ) 
Ilcadififi:.  385. 
Inside  address,  :i8fl. 
Letter  heads,  :J8J. 
Nalnfation,  US". 
.Sif;natiire,  lis!). 
Ji'wis,  E.  8t.   i:i,no,  I..0,  1,(7 

M 

-McClun.'s    rna^'azine.    I(i8-I7(). 
Magazines,   IIH-Ijo. 
Mailing  cards, 
Oi'^pl'i.v    in     foi.iers     and    letters 

•Mailing  cards   and    J„ldcrs.   3  hj 
Mail-onler  nuthods  of  .selling, 

('rowth  of,  J(U. 
Mental  [lictures.  J  J. 
^liddleinen,  -'I7-JI8. 
Misused  words.  ;{(;-. 
Money  in  a   letter,  :j<),;. 
"Modern    Advertising.-'  ,7,,.,;,; 
Mucnsterbcrg,  Hugo,    w,  5,5.57'. 


Newspaper  illnstration,  81-8'j 
N.uspap..rs  as  advertising  n.ediun.s. 


O 


business    correspond- 


Olisriirity     in 
cnce,  Js<). 

'"filial    Ictlcrs,  .•i,il. 

'■'"niral.    .xanipjes.    5(;.V,(i;i 
fnfonnal.   examples.   ,0(;i-5.i,5. 
iitles.   use  of,  ,',(J-2_ 


Painted  signs,   181-182. 
Paper,  8t-<)|. 
Paragraph. 
»-  "iiiHiic  order,  ;}38. 


C.nstrn.lion  and   c,.nne<ti,<n.  338. 

DeJui,  'ivf  order,  .33^. 
I>f  ..iptive  crder,  3,35. 
Kn)|)l,asis  in,  310-341. 
''''>rni,  3,3J. 
Inductive  order,  .337. 
•Narrative    order.   331,. 
Origin   and    purpose,  3,'3. 
P'T'igrapliing  clauses,  3,'8. 
■"ilii'rt  paragraph,  value  of,  3>1 
•^'"Tt     pargraph,     when     un.lesir- 
'd)le,  3.'«)-3;J7. 

Single    sentence    paragraph,    mis- 
"■^e  of,  325. 

Inity  in,  3,>i),  3.30,  331 
I'er.siiasion,  -'18-^W. 
Point  system,  59. 
Posters  and  signs,  170 

By  retailer,  209-2\o 
Price  niak"ing,  i>l7-Ji() 
Price  standardization,  230. 
Printing  technique,  .ifj-fia 
Proof.re«ding.  11,3-115. 
P.sycholojry^ 

Advertising  and,  52-50. 


Hate  cards.  ]fi8-lo'9. 
Hate  cutting,  Kn. 
Hates,  l(i7 

Heady  print  lists,  l,57-l,';8. 
Hecommcjidjitio,,.,,  i:j|.|.{; 

H.romn.c.dations     that '  help.     „(j. 
1..37.  ' 

Helation       I.etueen       qualities       and 
principles,  308. 

H'tailer.    prnhlcnis   at.    ]9(1.22S 

HIn  thm,  in  advertising,  .i.Ki'j  ' 

HiHiline  letters, 

KncloMrig   nionev,   ,30-,     3f)r, 
"-O-P    letle;s,    ex^npl.;.    397. 


INDEX 


606 


i3(J. 
atul 


S.'iIps  lottors, 

An.ilyscd,    li7-l,W. 
Article,  description  of.  Ki9-47J. 
<'oiimi;iii(l,  psycholofricil,   J7(i. 
I'.xfrtioii,    iiiiiiiiiiiziiijr   tlic    rcfuliT>. 

K7. 
F.icts   .ind    (ijriircs   in,    I.7:!. 
l''iinctioii.s  of,  \:,7. 

Indiiccnicnts      to     ordering',      Ws- 
17!). 

Sales    letters    and    advertisements, 

difference,   t.jj-tjli. 
Talking   points,   selection  of,    liid- 

468. 
Testimony,  ill. 
Tests,  475. 
.Celling  methods, 

limergencies,  how  met,   236. 
Sense  stimulation,  ^l. 
Sentence, 

Halanced,  352. 

Climax,  3(il. 

"Comma   fault,"  3W. 

Construction,  31.',  353. 

Co-ordination,  faulty.  355. 

Kfficient,  31-3. 

Kmphasis     through    j.osition    and 

l)revity,   35(>,  .358-359. 
Ideas,  315-347,  .348. 
Length  of,  341. 
Order,   loTJcd,  350. 
Participles,  misrelated,  353. 
Periodic,   330. 
Point  of  V    w,  .351. 
Pronouns,    misrelated,    353. 
Heiietition   and   suspense.   3,-,7. 
Suljordination,  faulty.  355. 
Sight,  appeal   to,  -2'.i. 
Slang  in  letters,  .381. 

Standard    c.mditions    in  rates,    I(i<). 

170. 
Stereotype.  81. 
StereotvDed      e\urrK<^„^r,       ,:,i 


Stycker,   A.  M.,  66-67,  100-101,  1 12. 

113. 
Suggestion,    19-54. 

Snpiihmentary  advertising  aid-^ 
Blotters,   I!)(i. 

Booklets  and  folders,  2(H)-Mi. 
Calendars,  193-)!)(i. 
Uifficulty   of  devising,    1(;9. 
J-.lectric   advertising,   181-187. 
Hand  hills,  IK7-I9I. 
House  organs,  19f;-J0O. 
I'ainted  signs,   IHI-IHI. 
I'oster,  176. 
Street  cars,  HO,  177, 


Textile  World  record,  132. 

'I'iles   in  letters,  56-'. 

'i'rade  mark,  51. 

Trade  papers,   127. 

Trade    secrets,    disclosure    of,    138- 

140. 
Trading  st;:mps   forhidden  by  man- 
ufacturers, i?16— '17. 
Type.   103. 

Tyj)ograi)hy  and  advertising,  58. 

U 

I'nitj-,  309. 

Concentration    on   essentials,   310- 
311. 

Kfficiency,  in  relation  to.  3Ii. 
Paragraph,   in   a.  .3J9-330. 
Senfeiu'c,  in  a,  i;56. 
Test  for,  3.31. 
I'nnsu   !   forms  to  he  avoided  in  ad- 
vertisements,   47-48. 


Vagueness  in  construction  of  letter 
290. 


of,  303. 
Street  car  advert 


Wast 


ising,  171-176. 


W 

p.     prevention    of    adverti 


233-249. 


img, 


(HUi 

Words, 
C'hdict"  of,  'Ml. 
Concrete,  .'iTa, 
Correct  and  incorrc(  f,  ;j(;.5. 
!>■<  tion,  simplicity  in,  :i7H. 
Kxiictness  in  diction,  ;j7!). 
Mioms,  .'!7(i. 
Lingo,  the  place  for,  Wl. 


1M)KX 


Misuse  of,  HOT. 
Sliiili  and  will,  ;jfiH. 

Siangand.oiloquiali.sms,  381 
Mood  cuts,  79. 


Zinc  etcLiMK,  73-78, 


581. 


